My doctoral study focuses on the application of GAI (Generative AI) and blockchain in combination within the online accommodation sector of the travel and tourism industry.
So far, I have conducted the necessary qualitative interviews and completed the entire analysis, interpretation, and writing-up process. As this is a relatively new field of research, the qualitative study has not produced sufficient insights to achieve the desired outcome. However, during the research process, I have witnessed practical real-life examples of companies that have partly employed the model that the study intends to develop. Therefore, I would like to utilise some of those companies in the research and compare them with the background and theories employed in the study.
What research methodology could I use for doing this part of the study? I have read about non-participant observation methodology, but I am unsure whether it would be suitable for this study. Can someone help me locate relevant methodologies and literature to anchor the study? Am I on the right track?
Thanks in advance for your help.
Johann
David C. Coker: The results of the analyses are not up to the standards required for a doctoral dissertation. In other words, the participants did not provide acceptable responses to answer the research questions.
Johann Pieterse then give your problem, purpose, and research questions. What were the major goals of your interviews? What/how many comprised the sample? What is your desired outcome—not the actual one? These questions are necessary to understand what is ”acceptable,” which might also be an issue of poor instrumentation.