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MARKETING
& TRAV E L
H O S PI TALI TY
Chapter 6
Marketing Research
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Marketing Research
According to the American Marketing
Association (AMA), “the function
which links the consumer, customer,
and public to the marketer through
information.”
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Marketing Research (continued)
The information is used to:
1. Identify and define marketing
opportunities and problems.
2. Generate, refine, and evaluate
marketing actions.
3. Monitor marketing performance.
4. Improve understanding of marketing
as a process.
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Reasons for Doing Marketing
Research: The Five Cs
1. Customers: To determine how well
customer needs are being met, investigate
new target markets, and assess and test
new services and facilities
2. Competition: To identify primary
competitors and pinpoint their strengths
and weaknesses
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Reasons for Doing Marketing
Research: The Five Cs (continued)
4. Confidence: To reduce the perceived risk
in making marketing decisions
5. Credibility: To increase the believability
of promotional messages among
customers
6. Change: To keep updated with changes in
travelers’ needs and expectations
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Figure 6.3 Relationship of marketing research to the hospitality and travel marketing
system.
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All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Five Key Requirements of
Marketing Research Information
1.
2.
3.
4.
5.
Utility: Can we use it? Does it apply to us?
Timeliness: Will it be available in time?
Cost-effectiveness: Is it worth the money?
Accuracy: Is it accurate?
Reliability: Is it reliable?
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
H O S PI TALI TY
& TRAV E L
Figure 6.5 Five requirements for good research information.
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Marketing Research Process
1. Define the research problem
2. Develop an approach to the research
3.
4.
5.
6.
problem
Formulate the research design
Conduct the data collection or fieldwork
Prepare the data and analysis
Prepare and present the research report
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
H O S PI TALI TY
& TRAV E L
Figure 6.6 The marketing research process steps and procedures.
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Secondary and Primary Research
Secondary research: Published
information available from other sources,
either internal or external
Primary research: Data collected for the
first time, by a method other than
secondary research, to answer specific
questions
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All Rights Reserved.
MARKETING
H O S PI TALI TY
& TRAV E L
Figure 6.8 Sources of secondary
research data.
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All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Primary Research Methods
1. Experimental (e.g., test marketing)
2. Observational (human and mechanical)
3. Survey (telephone, personal interview,
online, mail, in-house )
4. Simulation
5. Focus groups
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All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Figure 6.11 Primary
research methods
and techniques.
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.