The success of marketing programs is dependent on the knowledge of the trends in the marketplace. Handbook of Marketing Research Methodologies for Hospitality and Tourism is a comprehensive guide that clearly explains analyzing markets, utilizing qualitative and quantitative research methodologies, applying findings to market, development, and marketing strategies for the hospitality industry. The text contains detailed outlines and case studies of several types of research, including feasibility studies, market assessment studies, and site selection studies. Numerous graphic examples and…mehr
The success of marketing programs is dependent on the knowledge of the trends in the marketplace. Handbook of Marketing Research Methodologies for Hospitality and Tourism is a comprehensive guide that clearly explains analyzing markets, utilizing qualitative and quantitative research methodologies, applying findings to market, development, and marketing strategies for the hospitality industry. The text contains detailed outlines and case studies of several types of research, including feasibility studies, market assessment studies, and site selection studies. Numerous graphic examples and presentation techniques are provided to bridge between theory and applied research with ease.
* Acknowledgments * Introduction * PART I: RESEARCH AND METHODOLOGIES * Chapter 1. Defining Marketing Research, Market Analysis, and Applications * Chapter Objectives * Purpose * Process * Techniques * Segmentation, Targeting, and Positioning (STP) * Chapter Review * Key Concepts/Terms * Discussion Question * Case. 1.1. Hyatt CorporationA Variation of the Singleness Strategy Through Product Type/Identification and Market Segment Positioning * Case 1.2. Toyota Motor CorporationPositioning to Perfection * Chapter 2. Primary and Secondary Research Data * Chapter Objectives * Primary Research Data * Sampling * Secondary Research Data * Sources of Data * Chapter Review * Key Concepts/Terms * Discussion Questions * Case 2.1. Looking WithinObservation * Case 2.2. The Power of the Survey and Award * Chapter 3. Qualitative Research * Chapter Objectives * Definition and Role * Advantages, Disadvantages, and Perspectives * Types and Techniques * Qualitative Data Analysis * Chapter Review * Key Concepts/Terms * Discussion Questions * Case 3.1. Carlson Companies, Inc. * Case 3.2. American Express Card Member Services * Chapter 4. Quantitative Research * Chapter Objectives * Definition * Advantages and Disadvantages * Types of Quantitative Research * Research Design Elements * Questionnaires: Design, Statistical Analysis, and Scales * Sampling * Applications in the Services Sector * Components of a Quantitative Research Plan * Chapter Review * Key Concepts/Terms * Discussion Questions * Case 4.1. Starwood Hotels and Resorts Worldwide, Inc. * Chapter 5. Integrative Research * Chapter Objectives * Definition * Advantages and Disadvantages * Triangulation * Case Studies * Action Research * Academic versus Applied Action Research * Issues * Chapter Review * Key Concepts/Terms * Discussion Questions * Case 5.1. Stouffer Hotels and Resorts: Competitive Strategy * PART II: MARKET ANALYSIS AND ASSESSMENT * Chapter 6. Analyzing Research Findings and Data * Chapter Objectives * Analysis of Qualitative Research Findings * Analysis of Quantitative Data * Perspectives * Chapter Review * Key Concepts/Terms * Discussion Questions * Case 6.1. Chick-fil-AAssessment, Prioritization, and Action * Chapter 7. Location Analysis and Site Evaluation * Chapter Objectives * Timing * Land Acquisition Considerations * Land Selection Guidelines * Chapter Review * Key Concepts/Terms * Discussion Questions * Case 7.1. Foxwoods Resort CasinoA Megaforce * Chapter 8. The Design and Components of a Feasibility Study * Chapter Objectives * Definitions * Market Feasibility Studies Overview * Conducting Feasibility studies * Sample Design and Components of a Feasibility Study * Chapter Review * Key Concepts/Terms * Discussion Questions * Case 8.1. Best Sites, Great Location, a Very Positive Feasibility StudyOops: We Didn't Know! * Chapter 9. Market Assessment for Development Planning * Chapter Objectives * Introduction to the Development Planning Process * Development Plan Organization * Sample Development Plan Outline * Development Planning in Perspective * Chapter Review * Key Concepts/Terms * Discussion Questions * Case 9.1. Sonic Drive-InExternal Forces revive the Concept * Case 9.2. Carnival CorporationPositioning and Strategy Selection * Chapter 10. Assessing Focal Points and Intuitive Techniques * Chapter Objectives * Types of Marketing Research * Marketing Research Techniques * Five Essential Marketing Intelligence Tools * Marketing Research Presentation Tools * Chapter Review * Key Concepts/Terms * Discussion Questions * Case 10.1. Mailing Less and Making More * Case 1
* Acknowledgments * Introduction * PART I: RESEARCH AND METHODOLOGIES * Chapter 1. Defining Marketing Research, Market Analysis, and Applications * Chapter Objectives * Purpose * Process * Techniques * Segmentation, Targeting, and Positioning (STP) * Chapter Review * Key Concepts/Terms * Discussion Question * Case. 1.1. Hyatt CorporationA Variation of the Singleness Strategy Through Product Type/Identification and Market Segment Positioning * Case 1.2. Toyota Motor CorporationPositioning to Perfection * Chapter 2. Primary and Secondary Research Data * Chapter Objectives * Primary Research Data * Sampling * Secondary Research Data * Sources of Data * Chapter Review * Key Concepts/Terms * Discussion Questions * Case 2.1. Looking WithinObservation * Case 2.2. The Power of the Survey and Award * Chapter 3. Qualitative Research * Chapter Objectives * Definition and Role * Advantages, Disadvantages, and Perspectives * Types and Techniques * Qualitative Data Analysis * Chapter Review * Key Concepts/Terms * Discussion Questions * Case 3.1. Carlson Companies, Inc. * Case 3.2. American Express Card Member Services * Chapter 4. Quantitative Research * Chapter Objectives * Definition * Advantages and Disadvantages * Types of Quantitative Research * Research Design Elements * Questionnaires: Design, Statistical Analysis, and Scales * Sampling * Applications in the Services Sector * Components of a Quantitative Research Plan * Chapter Review * Key Concepts/Terms * Discussion Questions * Case 4.1. Starwood Hotels and Resorts Worldwide, Inc. * Chapter 5. Integrative Research * Chapter Objectives * Definition * Advantages and Disadvantages * Triangulation * Case Studies * Action Research * Academic versus Applied Action Research * Issues * Chapter Review * Key Concepts/Terms * Discussion Questions * Case 5.1. Stouffer Hotels and Resorts: Competitive Strategy * PART II: MARKET ANALYSIS AND ASSESSMENT * Chapter 6. Analyzing Research Findings and Data * Chapter Objectives * Analysis of Qualitative Research Findings * Analysis of Quantitative Data * Perspectives * Chapter Review * Key Concepts/Terms * Discussion Questions * Case 6.1. Chick-fil-AAssessment, Prioritization, and Action * Chapter 7. Location Analysis and Site Evaluation * Chapter Objectives * Timing * Land Acquisition Considerations * Land Selection Guidelines * Chapter Review * Key Concepts/Terms * Discussion Questions * Case 7.1. Foxwoods Resort CasinoA Megaforce * Chapter 8. The Design and Components of a Feasibility Study * Chapter Objectives * Definitions * Market Feasibility Studies Overview * Conducting Feasibility studies * Sample Design and Components of a Feasibility Study * Chapter Review * Key Concepts/Terms * Discussion Questions * Case 8.1. Best Sites, Great Location, a Very Positive Feasibility StudyOops: We Didn't Know! * Chapter 9. Market Assessment for Development Planning * Chapter Objectives * Introduction to the Development Planning Process * Development Plan Organization * Sample Development Plan Outline * Development Planning in Perspective * Chapter Review * Key Concepts/Terms * Discussion Questions * Case 9.1. Sonic Drive-InExternal Forces revive the Concept * Case 9.2. Carnival CorporationPositioning and Strategy Selection * Chapter 10. Assessing Focal Points and Intuitive Techniques * Chapter Objectives * Types of Marketing Research * Marketing Research Techniques * Five Essential Marketing Intelligence Tools * Marketing Research Presentation Tools * Chapter Review * Key Concepts/Terms * Discussion Questions * Case 10.1. Mailing Less and Making More * Case 1
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