3.

1 Introduction to Research Design

This chapter is designed in a way to provide a basic insight into Employee Branding and how
it is used, implemented and its effects on the organizations in the tourism and travel sector. In
this thesis the researcher will not be able to cover every aspects of this vast field, but instead
focus on particular important aspects regarding the study, to be able to give an overview on
the particular field. Thus the researcher investigates the relationship in terms of their common
factors and areas of mutual and common importance. It gives an insight on scope of study,
the need and objectives of the study. It concludes with the various limitations face that the
researcher face during the research.

3.2 Operational Definitions/Terms

Employer branding : it is the 'image of the organization' as perceived by the employees as

well as other stakeholders.

Tourism: Tourism is the act of travel and visiting places, independent from the purpose.

3.3 Sample Size

The sample size refers to the total number of observations that constitute the statistical sample.
The total sample size of the study was 100 respondents.

3.4 Sample Technique

For the study the sample size was selected by through a non probability sampling-
convenience sampling.

3.5 Data and Sources of Data Collection

The data collected will be about the satisfaction level of employees working in the travel and
tourism sector. Data refers to Facts and statistics collected together for reference or analysis. It
can be numbers, words, measurements, observations or even just descriptions of things.

Data can be qualitative or quantitative.

Qualitative data, is descriptive information

Quantitative data, is numerical information
Source of data:

Primary source is by questionnaire.

Secondary sources are articles, newspaper articles.

3.6 Methods of Data Collection

Survey method: The Survey method is the technique of gathering data by asking questions to
people who are thought to have desired information. A formal list of questionnaire is prepared.
Generally a non-disguised approach is used. The respondents are asked questions on their
various working conditions and satisfaction levels.

3.7 Tools of Data Collection

Questionnaire: A questionnaire is a research instrument consisting of a series of questions and

other prompts for the purpose of gathering information from respondents. Although they are
often designed for statistical analysis of the responses, this is not always the case.

3.8 Various Techniques Used In Analysis of Data

Technique used in analyzing the data is through Pie charts, Bar diagrams, Line Graphs, Area
Graphs, Line Graphs, Radar graphs, Columns etc.

CHAPTERIZATION:

Chapter 1: Introduction

Employer branding is the 'image of the organization' as perceived by the employees as well
as other stakeholders. It helps differentiate a firm from its competitors. The employment
brand highlights the unique aspects of the firm's employment offerings. This study is a
comparative analysis of the employee perspective towards the branding practices adopted by
the employees in the travel and tourism sector and reveals that there exists a significant
difference in the branding practices in this sector.
Chapter 2: Literature Review

Literature review analyses the requirement for the study and selecting the topic. It is a
collection of articles through journals magazines etc. that has been collected for the study.
The articles are being analyzed and brief summaries have been formed for the benefit of the
study.

Chapter 3: Research Design

The chapter gives the description of the research methodology adopted for the data collection
for the study. The sample size for the research was 100 samples. The primary data was
collected through Questionnaires and the secondary data was collected from articles and
books etc. The primary data was collected through distribution of a questionnaire for the
employees working in the travel and tourism sector.

Chapter 4: Data Analysis and Interpretation

The chapter analyses the data collected through questionnaires in a pictorial form with the
help of different forms of pie charts,bar diagrams,area graphs etc. The table shows the
frequency of the respondents and the percentage of the data collected. The sample size was
100 in total. The chapter also interprets the data analyzed with the help of the graphs
mentioned above.

Chapter 5: Findings, Suggestions and Conclusion

The chapter shows the findings on the research conducted. Later the suggestions from the
author are mentioned and suggestions formed are recorded. A general conclusion to the study
is then performed.