Assume that you have been engaged in an academic Research Project along with your Supervisor at university. The initiative is taken to build Industry-Academia linkages that will mutually benefit both the parties in the long run. The objective of the Research Project is to determine the dynamics of Social Media Marketing for Hospitality sector. In this relevance, your task is to collect first-hand information by conducting interviews with the Travel Agents of the renowned Travel agencies based in Karachi. Keeping in view the above scenario, develop an Interview Guide having at least ten open –ended questions. Q6. Do the initial coding and focus/selective coding of the following interview transcripts. Develop two themes in a table and explain the themes in paragraph form using relevant quotations from the transcripts. The following extracts are from the transcripts of interviews conducted as part of a qualitative study investigating the perceptions of university students about Health and Fitness Club established to help students boost immunity, improve diet and lead a healthy lifestyle. (I: Interviewer R: Respondent)Transcript of Respondent One’s InterviewI: Describe your overall experience of being a member of Club at University?R.1: My overall experience is not that too long, because it has just launched before 2, 3 months. My experience so far is amazing as I can notice some good changes in my body and I have become more attentive now. I: What are the general advantages of being a member of Club?R.1: The general advantages of Club are that are that I used to lead a sedentary lifestyle but now I consider myself both physically and psychologically fit. My diet has been improved because the Instructor has helped me a lot in designing a diet chart. I have made new friends and this is improving my interpersonal skills as well. I would say I am gaining my self-confidence that makes me feel good about myself. On a lighter note, my teachers are also noticing such changes in my personality and they appreciate this transformation. I: What are the disadvantages of Club at university?R.1: The disadvantages of the Club are that senior students try to dominate their junior students, they try to become over-smart and pretend that they know much more than the instructors. I have also noticed that sometimes situation gets so worse that they bully and abuse first year students. Consequently, first year students get frightened and they don’t usually use the club premises in presence of senior lads. I: What are the challenges faced by you in being a member of the Club?R.1: The challenges I faced were that the paper work for becoming a member of the Club is tedious, it should be made simple. I had to attach so many photocopies with the member form. The designated officer could have taken my details from the Admission Officer because I have already submitted all my particulars at the time of admission. Transcript of Respondent Two’s InterviewI: Describe your overall experience of being a member of Club at University?R.2: Well, it’s a great experience. I have improved not only my health but also manage to reduce stress. I appreciate the management for establishing this club as now I don’t need to go to gym after university hours and I can easily workout at no cost. I: What are the general advantages of being a member of Club?R.2: There are many advantage like you can reduce your extra pounds at no cost, instructors are facilitating and well-versed in their domain. You can have fun in a positive way and be social with your class mates. This will help us in studies as well because we can discuss matters related to our studies. Further, you can seek help about diet plan. You will get awareness about calories/proteins and carbs intake. We usually don’t give importance to these things but they help to boost our immunity. I: What are the disadvantages of Club at university?R.2: Well, I would like to figure out that seniors should learn how to behave with the new comers. The instructor should keep an eye on such guys who create fuss in the gym. Secondly, cupboards are not spacious enough to keep the accessories so it becomes a huge problem when we need to keep our clothes and gazettes in it. The water supply is also not up to the mark. I: What are the challenges faced by you in being a member of the Club?R.2: The manual registration is hectic and time consuming. I had to wait a lot because the officer was calling the student one by one and filling all the particulars. The App should be designed to facilitate the students in the best possible manner. It will be more convenient. Transcript of Respondent Three’s InterviewI: Describe your overall experience of being a member of Club at University?R.3: My overall experience is quite good; I have become disciplined. I used to be short-tempered and now I have gained controlled on my anger. I: What are the general advantages of being a member of Club?R.3: General advantages are that you learn team spirit, you learn how to deal with disappointment and rejections in life. You gain new information about basic nutrients required for a healthy body. This will help us to get rid of junk food and inclined us towards consuming organic food. I firmly believe that youth should be engaged in healthy activities and establishment of Club has provided this platform to us. You can have friends from inter-disciplinary subjects who can expand your horizon. This will help to become a tolerant and civilized society.I: What are the disadvantages of Club at university?R.3: The disadvantage is that the existing space of the gym cannot accommodate more than 25 students at a time and the university’s strength is too high therefore, sometimes we don’t get our turn. Secondly, the running water in restrooms is problematic and the tap water is not available. Thirdly, first year students do not know about its exact location in the campus because sign boards are missing to guide the students about its location. I: What are the challenges faced by you in being a member of the Club?R.3: The challenges are that proper announcements were not made in the classes about the establishment of club and students come to know about its existence through word-of-mouth. It took me approx. 45 minutes to fill the membership form, I find it complex and it requires lots of particulars as attachment. These details can be gathered from the Admission body rather than asking us to provide them several times.

Question

Assume that you have been engaged in an academic Research Project along with your Supervisor at university. The initiative is taken to build Industry-Academia linkages that will mutually benefit both the parties in the long run. The objective of the Research Project is to determine the dynamics of Social Media Marketing for Hospitality sector. In this relevance, your task is to collect first-hand information by conducting interviews with the Travel Agents of the renowned Travel agencies based in Karachi. Keeping in view the above scenario, develop an Interview Guide having at least ten open –ended questions. Q6. Do the initial coding and focus/selective coding of the following interview transcripts. Develop two themes in a table and explain the themes in paragraph form using relevant quotations from the transcripts.   							                   The following extracts are from the transcripts of interviews conducted as part of a qualitative study investigating the perceptions of university students about Health and Fitness Club established to help students boost immunity, improve diet and lead a healthy lifestyle. (I: Interviewer   R: Respondent)Transcript of Respondent One’s InterviewI: Describe your overall experience of being a member of Club at University?R.1:  My overall experience is not that too long, because it has just launched before 2, 3 months. My experience so far is amazing as I can notice some good changes in my body and I have become more attentive now.  I: What are the general advantages of being a member of Club?R.1: The general advantages of Club are that are that I used to lead a sedentary lifestyle but now I consider myself both physically and psychologically fit. My diet has been improved because the Instructor has helped me a lot in designing a diet chart. I have made new friends and this is improving my interpersonal skills as well. I would say I am gaining my self-confidence that makes me feel good about myself. On a lighter note, my teachers are also noticing such changes in my personality and they appreciate this transformation.   I: What are the disadvantages of Club at university?R.1: The disadvantages of the Club are that senior students try to dominate their junior students, they try to become over-smart and pretend that they know much more than the instructors. I have also noticed that sometimes situation gets so worse that they bully and abuse first year students. Consequently, first year students get frightened and they don’t usually use the club premises in presence of senior lads.   I: What are the challenges faced by you in being a member of the Club?R.1: The challenges I faced were that the paper work for becoming a member of the Club is tedious, it should be made simple. I had to attach so many photocopies with the member form. The designated officer could have taken my details from the Admission Officer because I have already submitted all my particulars at the time of admission. Transcript of Respondent Two’s InterviewI: Describe your overall experience of being a member of Club at University?R.2: Well, it’s a great experience. I have improved not only my health but also manage to reduce stress. I appreciate the management for establishing this club as now I don’t need to go to gym after university hours and I can easily workout at no cost. I: What are the general advantages of being a member of Club?R.2: There are many advantage like you can reduce your extra pounds at no cost, instructors are facilitating and well-versed in their domain. You can have fun in a positive way and be social with your class mates. This will help us in studies as well because we can discuss matters related to our studies. Further, you can seek help about diet plan. You will get awareness about calories/proteins and carbs intake. We usually don’t give importance to these things but they help to boost our immunity.     I:  What are the disadvantages of Club at university?R.2: Well, I would like to figure out that seniors should learn how to behave with the new comers. The instructor should keep an eye on such guys who create fuss in the gym. Secondly, cupboards are not spacious enough to keep the accessories so it becomes a huge problem when we need to keep our clothes and gazettes in it. The water supply is also not up to the mark. I: What are the challenges faced by you in being a member of the Club?R.2: The manual registration is hectic and time consuming. I had to wait a lot because the officer was calling the student one by one and filling all the particulars. The App should be designed to facilitate the students in the best possible manner. It will be more convenient.  Transcript of Respondent Three’s InterviewI: Describe your overall experience of being a member of Club at University?R.3: My overall experience is quite good; I have become disciplined. I used to be short-tempered and now I have gained controlled on my anger. I:  What are the general advantages of being a member of Club?R.3: General advantages are that you learn team spirit, you learn how to deal with disappointment and rejections in life. You gain new information about basic nutrients required for a healthy body. This will help us to get rid of junk food and inclined us towards consuming organic food. I firmly believe that youth should be engaged in healthy activities and establishment of Club has provided this platform to us. You can have friends from inter-disciplinary subjects who can expand your horizon. This will help to become a tolerant and civilized society.I:  What are the disadvantages of Club at university?R.3: The disadvantage is that the existing space of the gym cannot accommodate more than 25 students at a time and the university’s strength is too high therefore, sometimes we don’t get our turn. Secondly, the running water in restrooms is problematic and the tap water is not available. Thirdly, first year students do not know about its exact location in the campus because sign boards are missing to guide the students about its location.  I:  What are the challenges faced by you in being a member of the Club?R.3: The challenges are that proper announcements were not made in the classes about the establishment of club and students come to know about its existence through word-of-mouth. It took me approx. 45 minutes to fill the membership form, I find it complex and it requires lots of particulars as attachment. These details can be gathered from the Admission body rather than asking us to provide them several times.

Accepted Answer

The qualitative study conducted interviews to explore university students' perceptions of the…