An investigation of how five star Moroccan hotels can improve their product using customer satisfaction.

  Structure or Task: Learning Descriptor 1. Introduction The Business scenario is clearly explained, outlining the rationale for the research with appropriate background information, including the link to the theory against which the data is to be collected and an aim which leads to the achievement of the answering of the business question. Research questions should be identified that will assist in the answering of the main business question and thus creating • Knowledge and Understanding • Cognitive Skills • Professional Competencies • Transferable Skills objectives that will deliver data, both qualitative and quantitative. The sources of these data need to be clearly identified and justified in terms of their relevance and validity. The methods of data analysis should be explained in relation to this data collection strategy. This section is not required to have academic references from Research Methods texts. The Executive Summary should clearly outline the key purpose, method, findings and managerial implications of the research and should be no more than 250 words. 2. Data Presentation The data identified in the objectives is to be clearly laid out in a methodical manner, with the appropriate data explained and sequentially organised in relation to the research questions and/or objectives stated in the introduction. The data should be introduced, presented and described, with the link to the business question being clearly stated. The data needs to have been transformed from the raw data in a way that will allow for the application of some data analysis tools in order to extract the key findings. Only in exceptional circumstances should data be 'copy and pasted' from the original source. • Knowledge and Understanding • Cognitive Skills • Professional Competencies • Transferable Skills 3. Data Analysis The conclusions that you have drawn from the analysis of the data collected should be discussed in relation to your business question. It should also be discussed in relation to the previous academic research into your subject area, including the models that you may have introduced in the introduction to your IRS. It may also be corroborated by research that has been carried out in the sphere of business, most probably by Consultancy or Business Analysis Organisations, and should include reference to the corporate views of senior personnel in your organization and probably • Knowledge and Understanding • Cognitive Skills • Professional Competencies • Transferable Skills competitors in domain in which your research has been undertaken. This section is the key section where you demonstrate your analytical skills and critical thinking and should be based only on the findings and results from your study. From this position, you then need to extrapolate the implications of the findings of your research and its managerial applications for your business. You need to ask yourself ‘SO WHAT?’ and in answering that, you can then make your own recommendations as to how your organization may answer the business problem identified. 4. Conclusions and managerial implications and recommendations. The key themes, findings and issues are discussed in relation to the main business question and the supplementary questions, thus being linked back to the objectives. These must have been extracted from the data analysed and should not include any existing knowledge outside the scope of the study. These should be supported by referencing back to industry, corporate and/or academic opinion in order to substantiate any recommendations. The recommendations for action by the organisation should then be clearly stated, if appropriate, and will include the need to carry out primary research. This should include the reasons for this extension to the research and explain how the additional research may assist in the answering of the main business question and in doing so its managerial implications for the organisation.