Chapter 4: Data Analysis

Introduction of Chapter 4

The fourth chapter will focus on the presentation and interpretation of acquired data. In this part the analysis of the implications of the data acquired will be explained. The output from data gathering should be shown in a manner that is understandable so that people who view the results can make vital actionsrelative to the study. The fourth chapter has two parts. The first part focus on the personal information of the respondent wherein they were asked on their age, gender, civil status, education, number of years the respondent has been using online reservation system of a hotel and number of years the respondent has used the internet. The second part of this chapter features the response of the participants whether they strongly agree, agree, disagree, strongly disagree or were undecided with a statement. In the second part of the fourth chapter, the researchers will look at the ideas of the respondents on online reservation systems, the services of hotels, the impact of online reservation systems to hotels and what an online reservation do to serve its purpose. The ideas of the respondents will be helpful to understand how people view online reservation systems and its benefits to hotels. Through the respondents the researchers will be able to gather reliable information that can be used to acquire the goals of the study. The respondents' ideas will be helpful in determining courses of action that will benefit hotel managers and businesses that uses online transaction. The respondents' ideas will be presented via graphs to give a visual view of the trends and circumstances involving a certain topic.

A. Personal Data of respondents Figure 1: Age of respondents

53% of the respondents were under the age bracket of 20 to 25. 39% of the respondents were aged 25 to 30. 4% of the respondents were aged 30 to 35. 3% were older than 35. Around 1% was aged 15 to 20. Most of the respondents were older than 18. This shows that the respondents were in the legal age and had enough experience in answering the questions. Figure 2: Gender of the respondents

Half of the respondents were male and half were female. The opinion would come from both the masculine and feminine gender. The ideas on hotel industrys benefit of using online reservation systems to hotels would come from not only one gender. Figure 3: Civil status

93.5%

of

the

respondents

were

single.

4.5%

of

the

respondents

were divorced and 2% of the respondents were married. Most university respondents were single but had relative years of experience in a hotel. Most respondents are those kinds of people who have no responsibility towards a wife thus they can make bookings at hotels whenever they want. Figure 4: Educational Attainment

98.5 % of the respondents were high school graduates only 2.5% was elementary graduates. This shows that the respondents had better comprehension skills and was able to understand the different questions. Given their educational achievement, the respondents can understand questions about hotels and reservations systems. The respondents have a good educational background to answer questions about the benefit of using online reservation systems to hotels. Figure 5: Number of years the respondent has used the internet

82.5% of the respondents have been using the internet for more than 5 years. 10.5% of the respondents have been using the internet for 4 years. 4% of the respondents have been using the internet for 3 years. 3% of the respondents have been using the internet for 2 years. Most of the respondents have been long time users of the internet. The respondents are well versed in the internet technologies and can narrate their numerous experiences with the use of internet technology. Figure 6: Number of years the respondent has been using online reservation system

46.5% of the respondents have been using a hotels online reservation for more than 5 years. 44% of the respondents have been using a hotels online reservation for 4 years. 5% of the respondents have been using a hotels online reservation for 3 years. 3% of the respondents have been using the hotels online reservation for 2 years. 1.5% of the respondents have been using the hotels online reservation for 1 year and below. Most respondents have been frequent users of the hotels reservation system. B. Ideas of the respondents Figure 7: Question 1 response

69% of the respondents strongly affirm that their life has been made easier by online consumption. 31% of the respondents are proud to say that their life has been made easier by online consumption. Most respondents think that their life has been made easier by online consumption. They believe that online consumption reduced their difficulties in purchasing a product or availing a service. The respondents think that online consumption brought out an easier experience in looking for a product or service. Figure 8: Question 2 response

43% of the respondents believed that online consumption is affected by instances of financial problems. 27% of the respondents strongly agreed. 26% of the respondents disagreed while 4% of the respondents were undecided. For the respondents the need and desire to consume online can be hampered by financial problems. As stated in the first question online consumption brings ease to clients but it is also deemed as something that would comprise of additional cost for an individual. Figure 9: Question 3 response

77% of the respondents agreed with the notion that online consumption has helped them acquire various kinds of services. 23% of the respondents strongly agreed. This shows that the respondents have gotten much favor in their use of online consumption. The clients acquire various kinds of services by using online consumption this complements the benefits they received from such technology. Figure 10: Question 4 response

53% of the respondents strongly agree with the notion that the reservation system is a vital part of a hotels services .47% of the respondents agreed that the the reservation system is a vital part of a hotels services. For the respondents hotels need technologies such as reservation systems. Reservation systems make sure that the hotel can know the number of guest they will expect. Reservation systems make sure that clients can have an idea of the available rooms in a hotel and make bookings early. The notion that hotels need reservation system proves that online reservation systems really give benefits to clients. Figure 11: Question 5 response

55% of the respondents said that the reservation system gives them convenience. 34% of the respondents dont believe that reservation system gives them convenience. 11% of the respondents were undecided. Most of the respondents believe that the reservation system gives convenience to clients. Although there are some doubters most of the respondents think that the reservation system gives hotel guest an easier time in booking for a room. Reservation systems not only make life easier it also gives convenience to the user. Figure 12: Question 6 response

73% of the respondents believed that the creation of online reservation system was favorable for them. 17 % of the respondents strongly agree. 10% were undecided. Most respondents believed that the creation of online reservation system was a favorable and positive changing thing. The respondents said the online reservation systems were a favorable thing because it brings convenience and it makes their life easier. Figure 13: Question 7 response

41.5% of the respondents agree that the online reservation system reduced their trouble in finding a nice place to stay. 33% of the respondents disagree. 13% of the respondents strongly agree while 8% strongly disagree. Around 4.5% were undecided. Most respondents believe that online reservation system made sure that they will not have difficulty in looking for a place to stay whenever they travel. Online reservation systems not only made life easier and give the client some convenience it helped people have lesser difficulty in booking for a room. Figure 14: Question 8 response

73% of the respondents strongly agree that online reservation system made sure that they can budget their finances during trips. 22% agree. 5% were undecided. Most of the respondents believe that online reservation system helped them to compute and prepare for any expenses on their trip. Although according to the second question, wherein online transactions are hampered by financial constraints it can be said that online reservation systems contribute to better saving practices. Figure 15: Question 9 response

47% of the respondents agree that the online reservation system reduced the need to contact different hotels just to book a room. 28% of the respondents disagree. 11% of the respondents strongly agree while 7% of the respondents either strongly disagree or are undecided. The respondents believe that online reservation systems remove the decision making processes done in choosing a hotel. This question proved that online reservation systems made the task of looking for a room easier and reduced the need to engage in conversations with other hotels. Figure 16: Question 10 response

55% of the respondents strongly believe that an online reservation system must be easy to understand and navigate. 45 % agree. Most of the respondents think that for an online reservation system to be commendable it must be easy to understand and easy to navigate. For the online reservation system to make life easier it must be easy to understand. Figure 17: Question 11 response

18% of the respondents believe that an online reservation system must contain the price list for the different rooms and the availability of each room. 18% strongly agree while 6% were undecided. The respondents believe that an online reservation system should feature the prices for each room and a comment if the room is available or not. The respondents think an online reservation system should give all the information a client would need. Having the proper information such as listing of prices would prove that online reservation systems really make sure that clients are given convenience. Figure 18: Question 12 response

87.5% of the respondents believe that an online reservation system should upload fast and should contain less errors or bugs. 7% strongly agree. 4.5% disagree that an online reservation system should upload fast and should contain less errors or bugs. 1% was undecided. Most respondents think that a good online reservation system features fast upload of pages and lesser occurrences of bugs or any other error. Figure 19: Question 13 response

96% of the respondents believed that an online reservation system should be accurate. 3% of the respondents strongly agree while .5% was either undecided or disagreed. Most respondent think that the online reservation system should be accurate and should lead to lesser errors. The accuracy of online reservation system would prove its use to clients. Accurate online reservations systems would mean an easier life for the clients and it would mean convenience for the user. Figure 20: Question 14 response

93.5% of the respondents believe that the online reservation system should be secure and free from intrusions. 6.5% of the respondents strongly agree that the online reservation system should be secure and free from intrusions. Most of the respondents believe that the online reservations should have security and safety. The respondents believe that security is an important consideration for websites. If a website is secure then clients will have convenience and lesser fears. Figure 21: Question 15 response

56% of the respondents believe that an online reservation system should have the same qualities as other websites. 40.5% of the respondents dont believe that an online reservation system should have the same qualities as other websites. 3.5% of the respondents were undecided. The respondents think that an online reservation system should follow the examples set by other firms. Aside from bringing convenience and benefits, online reservation systems should emulate the things done by websites that are successful.

Conclusion for Chapter 4 The fourth chapter focused on the presentation and interpretation of acquired data. The fourth chapter has two parts. The first part focused on the personal information of the respondent. The second part featured the ideas of the participants and it determined whether the respondents agree or disagree with a statement. The respondents' ideas were presented via graphs to give a visual view of the trends and circumstances involving a certain topic. The chapter determined the impact of online reservations systems and it found out how online reservation systems should help its users. For the respondents online reservation systems contributed to the success of Hotels. For the respondents the online reservation systems should consist of characteristics that will give benefit to its users.

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Introduction for chapter 5

Conclusions are known as the realizations done as the study sums up. Conclusions are made via analyzing the results of the study. Recommendations provide the suggestions to the subject of the study. This chapter will present the conclusion and recommendations for the study. It will provide a summary of the results, what it means and the conclusion for the study. This part will include a recommendation for the study.

Conclusion The results of the study strengthened the literature in its description of how online reservation systems helped the hotels attract clients and sway consumers into getting their services. Online consumers can be greatly affected by many things including the changes in technology. A business should make use of technology and its advancements to make things better for a client. The online clients of hotels have the desire to know some information about the hotel and what would they receive if they book a room in there. Online clients rely on online reservation technology to be properly informed and make the best booking decisions. Hotels have made use of advancements in technologies to answer the needs of clients. They have used highly advanced reservation services such as online reservation systems. Online reservation systems created websites that specialize in giving good deals for rooms. Online reservation systems are used to make sure that there would be a higher chance for the hotel to be fully booked. Information about the hotel was a vital need for clients but not readily available in past years. The creation of new technologies paved the way for information to be acquired by clients and used by individuals that try to market a hotel. Online clients rely on online reservation technology to be properly informed and make the best booking decisions. Most of the respondents were older than 18. This shows that the respondents were in the legal age and had enough experience in answering the questions. Half of the respondents were male and half were female. The opinion would come from both the masculine and feminine gender. The ideas on hotel industrys benefit of using online reservation systems to hotels would come from not only one gender. Most university respondents were single but had relative years of experience in a hotel. Most respondents are those kinds of people who have no responsibility towards a wife thus they can make bookings at hotels whenever they want. Most respondents were high school graduates. This shows that the respondents had better comprehension skills and was able to understand the different questions.

Given their educational achievement, the respondents can understand questions about hotels and reservations systems. The respondents have a good educational background to answer questions about the benefit of using online reservation systems to hotels. Most of the respondents have been long time users of the internet. The respondents are well versed in the internet technologies and can narrate their numerous experiences with the use of internet technology.

Most respondents have been frequent users of the hotels reservation system. Most respondents had a feel and understanding of the concept of online reservation systems. Most respondents think that their life has been made easier by online consumption. They believe that online consumption reduced their difficulties in purchasing a product or availing a service. Most of the respondents believed that online consumption is affected by instances of financial problems. For the respondents the need and desire to consume online can be hampered by financial problems. Financial problems force a consumer to purchase less and think of means to budget their finances. A lesser financial resource means that the consumer would reduce or totally refrain from online consumption. Most of the respondents agreed with the notion that online consumption has helped them acquire various kinds of services. This shows that the respondents have gotten much favor in their use of online consumption. Most respondents believe that reservation system is a vital part of a hotels services. For the respondents hotels need technologies such as reservation systems. Reservation systems make sure that the hotel can know the number of guest they will expect. Reservation systems make sure that clients can have an idea of the available rooms in a hotel and make bookings early. Based on the literature Hotels use online tools to market the hotel to perspective clients and communicate with them directly. There are some hotels that require the clients to download an application that they can use to book a room and make inquiries. Clients who book directly with a hotel have a privilege to ask for immediate cancellation without worrying about recovering their deposits.

Most online reservation systems are based on Global distribution systems. Online reservation systems based on Global distribution systems usually use the concept that clients doesnt need to pay once the reservation is done but instead the clients will pay once the client checks in or once the client checks out. Most of the

respondents believe that the reservation system gives convenience to clients. Although there are some doubters most of the respondents think that the reservation system gives hotel guest an easier time in booking for a room. A system or service is convenient if it saves resources such as time or energy or it reduces the frustration of someone. The respondents stated that the reservation system makes sure that they dont have to worry on the time that will be spent on going to the hotel, waiting for their turn and reserving a rood. The reservation system makes sure that the consumer doesnt have to call the hotel, wait for someone to answer, talk about the available rooms and its price and then reserve a room. Most respondents believed that the creation of online reservation system was a favorable and positive changing thing. The respondents think that the creation of an online reservation system would only bring good things to the hotel. For the respondents, the creation of an online reservation system would mean more convenience and relief to them. Most of the respondents agree that the online reservation system reduced their trouble in finding a nice place to stay. As the literature mentioned online reservation systems for hotels have become a popular means for booking a room. In such system clients can book a room without being physically present in the premises of the hotel. In online reservation systems, clients can have a room without compromising their security, privacy, and financial data.

Through online systems clients can know the rates of the hotel; compare prices and identify the facilities of the hotels. Before the surge in the popularity of the internet clients can call the hotel or write to the hotel about their desire to reserve a room. In early years, clients can also deal with a travel agent for them to have a room in a hotel. In current times, travel agents have their own picture of the hotels, its rooms, and information on the prices. Travel agents and their partners use the internet to feature reviews on the hotel and its features. Most respondents believe that online reservation system made sure that they will not have difficulty in looking for a place to stay whenever they travel. There are some people who do not reserve a hotel room ahead of time, the use of online reservation system helps to satisfy their need for a hotel room at the most urgent time. For the respondents the online reservation system reduces the difficulty in finding a place to stay whenever they tour a country or they have an urgent need for a place to stay. The online reservation system gave them immediate ideas on hotels that does not cost much but has still some vacancies left. As per the literature the onset of online reservation systems make it sure that people who had a sudden need for a hotel room would be given service. The competition and the onset of online

reservation systems created price wars and sudden drops in prices. Online reservation systems created websites that specialize in giving good deals for rooms. Online reservation systems are used to make sure that there would be a higher chance for the hotel to be fully booked, to have a wider client base and to be a popular destination. Most of the respondents believe that online reservation system made sure that they can budget their finances during trips. Budget is a personal financial plan that focuses on allocating one's income towards savings, payment of debt and current expenses.

In creating a budget one considers the spending in the past and the debt one has. After a budget is made it must be followed at a great extent. Most of the respondents believe that online reservation system helped them to compute and prepare for any expenses on their trip. Most respondents think that online reservation systems reduced the need for contacting more than one hotel. The respondents believe that online reservation systems remove the decision making processes done in choosing a hotel. In decision making there should be objectives and it should be classified then arranged on its order of importance. In decision making any alternative actions should be created. In decision making the alternative action should be compared with the objectives. In decision making, any action that can make sure that the objective will be acquired is considered to be the tentative decision. In decision making tentative decisions are checked for possible negative effects. In decision making, the chosen action is observed for sudden negative effects. Secondary actions are taken to make sure that any effect of the chosen action would not lead into bigger problems. For the respondents, the creation of online reservation systems makes sure that there would be lesser need for a decision making processes in choosing hotel. The online reservation system brings about loyal clients that would have no other choice but the hotel that provided an online reservation system. As the literature stated the features of online reservation systems for most hotels have become somewhat similar since more hotels are encouraged to have such system. Hotels need to make sure that the hotel's online reservation system would be unique and would influence the decision of clients.

Most large hotel chains have links with distributions systems of Airlines, it helps in giving travel agents an idea of the hotels that are available and the services it provides. As the literature stated smaller hotels usually don't have the finances to have

distribution systems thus they use connection with other companies to provide information to travel agents. The onset of the internet created online travel sites which also act as travel agencies. These types of websites send hotel information to clients and they receive some monetary reward once a client engages in the services of the hotel they are partners with. Most of the respondents believe that an online reservation system must be easy to understand and navigate. Most of the respondents think that for an online reservation system to be commendable it must be easy to understand and easy to navigate. Not all clients have the time to learn all the function of a website. Not all have the time to understand how a part of a website works. Online reservation systems should make sure that the client would easily understand the parts of the website and they can easily click the website function that they deem as important to them. The more people use the internet and its related technology the more there is a need for researches on the best design for such technology. The growth of the internet has created the need to identify processes and practices that are in line with such technology. Most of the respondents believe that an online reservation system must contain the price list for the different rooms and the availability of each room. The respondents believe that an online reservation system should feature the prices for each room and a comment if the room is available or not.

The respondents think that an online reservation system should give all the information a client would need. Information about the hotel was a vital need for clients but not readily available in past years. The creation of new technologies paved the way for information to be acquired by clients and used by individuals that try to market a hotel. New technologies cannot be successful if it is not used in a strategic manner. Strategic use of IT, the internet and distribution systems created and instituted the concepts of Global Distribution Systems and Computer reservation systems which were originally used only within the premises of a hotel but have branched out to an international system through the help of the internet. The internet and e-commerce made sure that reservation systems would reach more people. Most respondents think that a good online reservation system features fast upload of pages and lesser occurrences of bugs or any other error. A computer and software bug composes of an error, flaw or mistake in a computer system which creates an incorrect result. Bugs come from errors in creating the system. Bugs result from misunderstandings during the creation and implementation of a system. Most respondent think that the online reservation system should be accurate and should lead to lesser errors. The accuracy

of online reservation system would prove its use to clients. Most of the respondents believe that the online reservations should have security and safety. The respondents believe that security is an important consideration for websites. The concept of computer security applies to the protection of computers and networks. Computer security's objective includes the reduction of threat from the theft or corruption of information. In computer security threats are dissuaded, at the same time the information remains available to authorized individuals.

Computer information security composes the processes that are used to protect information from being tampered or use for unauthorized means. As soon as a computer establishes a link with a network or with the internet, it tends to face a risk. The concept of the security of files while using the internet includes the processes wherein a firm or individual gets to be protected by a complicated passwords, well coordinated change in the permission to acquire files and data backup. Concerns on security issues can be considered as a normal part of engaging in business but a concern in security can prove that users need to feel confident when they use an internet related system. It is vital for a security system to be given high priority by a firm since security can attract or dissuade a client. It is vital for a firm to have a good security system since criminals will attack at any given time without any form of warning. Criminals will always find means to over ride the security system since criminals believe that a successful attack on a company's system would be highly profitable. Security systems should be one of the top priorities of a firm. Those who create an internet security system for a firm should understand the concept of penetration testing, they should know how to detect any cyber intruders and they should know how to act quickly. Most respondents think that online reservation systems should be similar to successful websites. The respondents think that an online reservation system should follow the examples set by other firms. Online reservation systems help a hotel by establishing a good relationship between the client and the hotel. Online reservation systems help in making sure that people who do not book a room in an earlier time would still have a chance to book a hotel room. Online reservations systems help a hotel attract clients by making sure that clients get information and convenience in looking for a room to stay. Online reservation systems helps hotel attract clients by making sure that the clients would feel secure as they use the system. Online reservation systems are a vital technology for any hotel thus its maintenance and constant evaluation should be prioritized by any company.

Recommendations
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Hotels need to be always adaptable to newer technologies such as the keyless locks to hotel rooms so that they can maintain the quality of their service. The keyless locks would ensure that the guests would be safe and would have privacy. Hotels should check for the security features of their online reservation system. Hotels should check the authorization and activity tracking features of the hotels website. Authorization features make sure that there would be a limited number of personnel that can view information. Activity tracking components would make sure that any suspicious web related activity would be identified. Hotels should make sure that the security features of the online reservation system would be up to date to the current situation. Hotels should make sure that the authorization components of the website is constantly checked and updated to changes in the hotel. Hotels need to add web conferencing features to their online reservation system so that they can discuss with the client who wants to book for a hotel room. The use of web conferences to talk to clients would make sure that the perspective guest would feel respected as they negotiate the stay in a room at the hotel. Hotels need to check the online reservation system for errors in information like any change in price range or the change in status of room. Hotels need to make sure that the price stated in the online reservation system is a current one so that the client will not feel that the company cheats on him/her. Hotels need to make sure that the online reservation system will be always on time and will not contain any error. The information in the online reservation system should be up to date and should contain lesser instances of erroneous information such as a mistake in the price or a mistake in the room available. Hotels need to find out about other technology that can be used to provide service to clients. Hotels need to make further use of the internet wherein they can use non competitors website to promote the hotel and its service. Hotels can also engage in partnerships with travel websites and the like. Other business should understand how reservation systems can be used at its full extent and capabilities. Travel agencies, Airline companies and sellers of concert tickets should make sure that they can make full use of the concept of reservation systems.

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Chapter 3: Research Methodology

Introduction for Chapter 3 The methodology of a study explains the theories, techniques and ideas used to gather and analyze data needed for the study. The methodology part gives the reasons why a certain theory or method was used to gather and understand the data. Methodologies need to be coherent enough to be used in the study and should be beneficial to the goals of the study. This part aims to explain the different methods and ideas used in the study.

Descriptive approach Descriptive method of research attempts to describe a data that was gathered. Descriptive approach focuses on the questions regarding what things are like, not why they are that way. The descriptive approach has a wide range that involves market research, public opinion polling, ratings surveys, voter intention studies and the like. Descriptive research can be in the form of sociological studies which explains the social structure of a community, the changes that happened to society over the past years and an organizations operation. A descriptive research deemed as competent creates a notion that the existence of problems would be more difficult to deny. Some descriptive research usually is based on assumptions and thus ends up as a form of fact gathering. Descriptive approach is known as factual, accurate and systematic but in such approach a researcher cannot fully describe what caused thephenomena.

This approach's inability to describe phenomena makes it difficult for a descriptive approach to create a causal relationship wherein one variable is proven to affect another. This makes this approach to be deemed as one who has low

requirement for internal validity. The descriptive approach has a tendency to narrate with everything that can be studied and counted. The descriptive approach is mostly used in statistical calculations that involve frequencies and averages. Researchers conduct a descriptive approach by making use of systematic observations under conditions in a controlled environment. After observation the researcher records the description of what he/she observes. In such approach no theories or hypothesis are tested thus there would be lesser need for interpretation. What is needed is the statement that gives a description of the observation and the specific conditions that triggered theobservation. Descriptive approach provides for some basis of speculation that can result to the creation of theories or hypothesis that can be tested in a different approach. Descriptive method of research has been known to show a range of sophistication whether it involves qualitative or quantitative research. A simple quantitative research in the descriptive approach focuses on reporting acquired data in the raw form. As quantitative research in the descriptive approach gets sophisticated, a researcher has no choice but to present it in the form of table and figures. Data is placed in tables so that the overall picture would be seen at a glance. Placing data in a table would simplify the process of description and would make sure that the data which was in a raw form would be easier to interpret. Descriptions that are deemed as most complete and very useful are those who present data in the form of matrices or frameworks. Such form of presentation clearly conveys data characteristics for the different sub groups or cells. The research will make use of a descriptive research. The descriptive approach was chosen because in the goal of identifying the benefits that affect online consumer decision making when they use the online booking system in hotel industry, a descriptive study can test specific issues or ideas and examine the relationship between the variables: independent variables as convenience, low price, promotion, quality information, easy to order, easy to cancel with hotel online reservation system, and dependent variables as customers interest of using hotel online booking system. The research will use of questionnaire surveys in gathering data thus quantitative research will also be used in the study. Quantitative research will make sure that a scientific approach will be used in the study,

Sampling design Quota or Non probability sampling involves the researcher first obtaining up-todate information about the population under investigation. Quotas to reflect the

characteristics of the target universe are then set. These quotas determine the type of individuals that interviewers will be asked to interview (Jaisingh, 2006). The usual practice is to set interlocked quotas, such that interviewers will be asked to find, for example, males who are aged 34 to 45, and who are in a certain socio-economic group, and also live in a certain part of the country. This interlocking practice is a way of helping ensure that interviewers contact interviewees in a de facto random way, rather than being able to pick in a predetermined way particular individuals who they know meet their quota requirements. Thus, quota sampling is predicated on the idea that the haphazard way in which interviewers initially contacts people to fill their interlocked quotas, will approximate the true random probability procedures. Quota sampling is validated by virtue of the fact that methodological research gives a notion that in the majority of cases, it leads the commercial researcher to the same result as probability sampling. In non probability sampling the researcher generally delineates criteria and procedures for obtaining the sample. The specific label notwithstanding, what such samples share is that a decision is made as to what target populations they represent (Petre and Rugg, 2007).

The more purposive methods start out with some assumptions regarding the population, which serve as criteria in search of a representative sample, whereas the more haphazard methods generally begin with sample selection. Arguments in favor of non probability sampling typically are based on considerations of feasibility and economic constraints. Non probability sampling in socio behavioral research is so prevalent that it is not uncommon for researchers to refer to this fact as justification for their own use of such sampling. In a non probability type of sampling, there is no assurance that one can give estimation on sampling errors. It means that no one can know if there is validity to some inferences. A prevalent mistaken notion is that difficulties arising when non probability samples are used can be alleviated, if not overcome altogether, by offering descriptions of the people studied. It should be stressed that even when the variables used in the description of non probability samples are relevant, such descriptions are based on the untenable assumption that the people described are representative of the target population. In non-probability sampling there is no means of estimating the probability of units being included in the sample. Indeed, there is no guarantee that every element has a chance of being studied. While the forms of sampling have been used by field researchers, it is non-probability sampling that is more often used (Mellor, 2005). One form of non probability sampling is judgment

sampling. The researchers are going to collect information from specific target groups, namely adults aged over 18 who have experiences using online hotel reservation service in the last 12 months at least once, thus a judgment sampling will be chosen. In judgment sampling informants may be selected for study according to a number of criteria established by the researcher such as their status or previous experience that endows them with special knowledge. The researcher therefore requires a detailed knowledge of the universe from which to draw individuals who have distinct qualifications as informants (Coles, 2006).

Data collection method When items are organized into instruments, there are also issues of instrument format to consider. An important dimension of instrument design is the uniformity of the formats within the instrument. An instrument can consist entirely of one item format, such as is typical in many standardized achievement tests where all are usually multiple-choice items, and in many surveys, where Likert-type items are mostly used although sometimes with different response categories for different sections of the survey (Wilson, 2005). Yet more complex mixtures of formats are also used. For example, the portfolio is an instrument format common in the expressive and performance arts, and also in some professional areas. This consists of a sample of work that is relevant to the purpose of the portfolio, and so may consist of responses to items of many sorts and maybe structured in a variety of ways more or less freely by the respondent according to the rules laid down. Tests may also be composed of mixed types. It could be multiple-choice items as well as essays, say, or even performances of various sorts. Surveys and questionnaires may also be composed of different formats such as true-false items, Likert items, and short-answer items. Interviews may consist of open-ended questions as well as forced-choice sections (Bell, 2005). Surveys will the primary method of data collection. The survey will be confined only to university due to cost and time limitations. Therefore, personally administered questionnaires will be given in the university or will be sent to the student via email. Different types of surveys are available. Internet surveys have been both hyped for their capabilities and criticized for the security issues it brings. Personal survey may require the use of labor. The cost of the labor fees of interviewers makes it expensive. Telephone surveys follow as a survey method that cost much because it requires payment for the use of such system. Mail surveys on the other hand remove the need for labor but it takes some time than

personal survey and online interview. Using a survey wherein the respondent is given more than one hour to complete there would be varying situation for the different types of survey. For a face to face type of survey it would entail one and the half hour plus the travel time that will be used (Fitzgerald, Graham and MacArthur, 2006).

In a mail survey some time will be used to put the survey in an acceptable container, put it in the mail, receive the response and analyze the contents of the response. The amount of time that will be spent in such survey will be larger than other types of surveys. In a telephone survey the amount of time spent in discussion with the respondent is the same as a face to face survey, what differs is the additional amount of time needed to remember certain facts of the survey especially if no recordings was done on the survey proper. In this day and age the ease of accomplishment of a survey is deemed by some as necessary to achieve ones goals and reduce onset of errors. There is a limited time allotted for surveys because of the changing demands of society. Surveys finished at a later time with best results is often overlooked over surveys finished at the fastest time even if it does not give much important information. Removing time spent in gathering data via a survey seems to reduce time misappropriation however it is still vital to make sure that the survey will gather all important data that will satisfy the needs of the research. What is more important is not the amount of time used but the quality of data acquired by the researchers (Rozakis, 2007).

Data analysis Acquired data will be analyzed through descriptive statistics. Descriptive statistics are simply summary scores for sets of data and as such characterize various aspects of the units studied. There are three broad ways in which descriptive analysis is conducted and presented: tabular, graphical and statistical. Tabular analysis involves presenting the results of analysis in tables. Frequently the information contained in a table can be presented as a graph. For simple analysis a graph might display patterns more readily than a table might. Statistics provide summary measures of information contained in a set of cases. These descriptive statistics are frequently a single number and do not contain as much information as a table or graph but they can provide an easily understood snapshot of a set of cases (Croon, Sijtsma and Van Der Ark, 2005). While

tables and graphs can provide detailed information about the way in which two variables are associated, summary statistics can provide a very concise index of the extent to which two variables are related. The main way in which to summarize the extent to which two variables are related is to use correlation coefficients. Correlation coefficients are a class descriptive statistics. There are many different types of correlation coefficients, different ones being appropriate to particular situations. In essence a correlation coefficient is simply an index that provides a succinct description of the extent and character of the relationship between two variables (Spanos, 1999).

Data analysis is not just a technical matter. Researchers have ethical responsibilities to analyze data properly and report it fairly. It is not difficult to analyze and report results in ways that distort the underlying patterns. Inappropriate analysis may not be deliberate but may mislead nonetheless. Ignorance of appropriate methodology-or at least the representation of greater expertise than one possesses-is just as unethical as falsification of results (Kanbur and Venables, 2005). Inappropriate analysis can be just as misleading as deliberate falsification of data. Perhaps the most common way in which researchers mislead is by only reporting convenient or positive results. Rather than fabricating results or manipulating data to achieve the desired results, a misleading impression can be achieved easily by simply not reporting inconvenient results. Data are usually complex and some results will support a particular hypothesis while others may contradict it. The appropriate course of action when one comes up with negative results is to modify the theory to accommodate these awkward results and thus reflect the complexity of social life. However, the temptation is to have one's simple theory supported and to report only the data that do this (Barrett, Leech and Morgan, 2005). Descriptive statistics can be obtained a number of different ways, using frequencies, descriptive or explore. In this study, the researchers will apply descriptive to compare mean and Standard deviation and frequencies among the variables. The descriptive approach will help in understanding how online reservation systems inspire the consumer to make use of a hotels services. The descriptive approach will describe the importance of online booking system to the success of a hotel business and through the descriptive approach the study will recommend the things that hotel businesses should do to make sure that they will make full use of the advantages of online booking system. The population that the study will have reaches 200. In analyzing the collected data, the paper will be divided into two categories these

are: demographic profiles of the respondents and the benefit of respondents using online reservation system.

Conclusion for Chapter 3 The research made use of a descriptive research. The descriptive approach was chosen because in the goal of identifying the benefits that affect online consumer decision making when they use the online booking system in hotel industry. Descriptive method of research has been known to show a range of sophistication whether it involves qualitative or quantitative research. The research made use of questionnaire surveys in gathering data thus quantitative research was in the study. Surveys were the primary method of data collection. The survey was confined only to university due to cost and time limitations. The population 0f the study reached 200 individuals. The researchers collected information from specific target groups, namely adults aged over 18 who have experiences using online hotel reservation service in the last 12 months at least once, thus a judgment sampling was chosen to determine who to survey. In judgment sampling the informants were selected for study according to a number of criteria established by the researcher such as their status or previous experience that endows them with special knowledge. Acquired data was analyzed through descriptive statistics. In this study, the researchers applied descriptive statistics to compare mean and Standard deviation and frequencies among the variables

References

Antos, J & Brimson, JA 1999, Driving value using activity-based budgeting, John Wiley & Sons, New York.

Barrett, KC, Leech, NL & Morgan, GA 2005, SPSS for intermediate

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