A discussion of research types using an MBA research theme of “low-pressure getaways”

A discussion of research types using an MBA research theme of “low-pressure getaways”

 

Regarding the topic of research types, if my MBA dissertation research theme is "to evaluate the service quality and customer experience of low-pressure getaways in Hong Kong", is it descriptive research, exploratory research or evaluation research? Of considering the research theme as different research types mean the formulated research objectives and research question will differ?

Your MBA dissertation theme “to evaluate the service quality and customer experience of low-pressure getaways in Hong Kong” is primarily evaluation research (also called evaluative research), not purely descriptive or exploratory research.

Why it’s evaluation research

Research Type	Main Purpose	Matches Your Theme?
Evaluation research	Assess the effectiveness, quality, or value of a program/service/experience; judge against criteria	✅ Yes — you’re explicitly evaluating service quality and customer experience
Descriptive research	Describe “what exists” — characteristics, current status, who/what/when/where/how	❌ Only partially — you’d need to describe features first, but your goal goes beyond description
Exploratory research	Gain initial insights when little is known; develop hypotheses rather than test them	❌ No — service quality and customer experience are well-studied concepts; you’re not exploring an unknown phenomenon

Evaluation research is a type of applied research designed to assess the effectiveness of social or economic programs/services. Since you’re judging service quality and customer experience (likely against standards or expectations), this is evaluative.

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Yes — research type affects objectives and questions

The research type you choose directly shapes your research objectives and research questions:

Research Type	Typical Research Objective	Typical Research Question
Evaluation	Assess/judge the effectiveness/quality of X against criteria	“How effective is X?” / “What is the quality of X, and does it meet standards?”
Descriptive	Describe characteristics/status of X	“What are the characteristics of X?” / “What exists regarding X?”
Exploratory	Gain initial understanding; develop hypotheses	“What is happening with X?” / “What factors might influence X?”

For your theme as evaluation research, your objectives and questions would look like:

Research Objective Example:

·        To evaluate the service quality and customer experience of low-pressure getaways in Hong Kong against established service quality dimensions (e.g., reliability, responsiveness, assurance, empathy, tangibles).

Research Question Example:

·        What is the level of service quality and customer experience at low-pressure getaways in Hong Kong, and do they meet expected standards?

·        Which service quality dimensions most strongly influence customer experience at these getaways?

If you framed it as descriptive research, your question would be:

·        “What are the current service quality characteristics and customer experience features of low-pressure getaways in Hong Kong?”

If exploratory:

·        “What factors influence service quality and customer experience at low-pressure getaways in Hong Kong, and what hypotheses can be developed for future study?”

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Practical recommendation for your MBA dissertation

Since your explicit aim is to evaluate, you should:

1.    Anchor your dissertation in evaluation research

2.    Use established service quality frameworks (e.g., SERVQUAL) as evaluation criteria

3.    Formulate objectives/questions that assess performance against those criteria

4.    Consider including descriptive elements (e.g., describing current service features) as part of your evaluation process, but keep evaluation as your primary type

This alignment ensures your research design, methodology, and analysis match your stated purpose — a key requirement for MBA dissertation quality.

** A collection of lecture notes on the subject of research methods for MBA students, 2026 June

A collection of blog notes on using chatgpt for research purpose.