Handbook of Marketing Research Methodologies for Hospitality and Tourism

Description

Discover the bridge between theory and applied research in the hospitality industry 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. Handbook of Marketing Research Methodologies for Hospitality and Tourism clearly details, all in a single volume, the application of research methodology to the real world, as well as showing how to effectively communicate findings and recommendations. This resource provides dozens of case examples and close attention to clearly explaining all facets of market analysis. Part one discusses research and methodologies, including primary and secondary data and integrative research. Part two explores market analysis and assessment, including marketing assessment for development planning and assessing focal points and intuitive techniques. The third part helps the reader apply their learned research into strategies. The final section explains market analysis planning and communications, including preparing a research-based business review and the effective presentation of research findings. The text provides appendixes of essential data, and a helpful glossary of terms. Topics in Handbook of Marketing Research Methodologies for Hospitality and Tourism include: qualitative market analysis techniques and applications quantitative market research and analysis techniques and applications approaches to organized site selection studies, market studies, and project feasibility studies identification of the processes and sources for key market data for projects, markets, and sites presentation and communication techniques and strategies for market analysis and research findings the relationship of market analysis and research to marketing and development strategy selection and more! Handbook of Marketing Research Methodologies for Hospitality and Tourism is a perfect resource for upper-level undergraduate students and graduate students in hospitality colleges and schools; hotel and restaurant development and market research personnel in hospitality corporations; and market research firms serving the hospitality industry. Cover Handbook of Marketing Research Methodologies for Hospitality and Tourism Copyright Contents Acknowledgments About the Author 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 Questions Case 1.1. Hyatt Corporation—A Variation of the Singleness Strategy Through Product Type/Identification and Market Segment Positioning Case 1.2. Toyota Motor Corporation—Positioning 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. Lookingwithin—Observation Case 2.2. the Power of the Survey Andaward 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 Resortsworldwide, 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-A—Assessment, 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 Casino—A 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 Study—Oops: 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-in—External Forces Revive the Concept Case 9.2. Carnival Corporation—Positioning 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 10.2. Caesars Palace—Understanding the Focal Points of the Market Part III: Marketing Research Applications Chapter 11. Marketing Research and Testing Chapter Objectives Why, When, and When Not to Test Research and Testing Environments Developing Testing Programs Focal Points and Sources of Information Chapter Review Key Concepts/Terms Discussion Questions Case 11.1. Great Testing/poor Market Research—Award/Sales Decline Chapter 12. Applying Research to Marketing Strategy Selection Chapter Objectives Understanding the Environment Focal Points for Marketing Strategy The New Five Ps Selecting Marketingweaponry Chapter Review Key Concepts/Terms Discussion Questions Case 12.1. Starbucks Coffee—The Rising Star Case 12.2. Frequency Programs Case 12.3. Gaylord Opryland Resort and Convention Center, Nashville Chapter 13. Applying Research to Brand Strategy Chapter Objectives Brand Evolution Components of Brand Strategy Implementing Brand Strategy Strategies for a Newbrand Launch Chapter Review Key Concepts/Terms Discussion Questions Case 13.1. Cendant—Premier Brand Collector Case 13.2. Sysco—Leader in the Procurement Arena Chapter 14. Applying Research to Pricing Strategy Chapter Objectives Pricing Basics Breakeven Analysis Influences on Pricing Strategies Pricing Techniques Chapter Review Key Concepts/Terms Discussion Questions Case 14.1. Same Price—They Win Case 14.2. Pay Later/value Added Chapter 15. Applying Research to Customer Service and Quality Initiatives Chapter Objectives Understanding Customer Expectations Points of Encounter: Ten Steps to Service Success Customer Satisfaction Strategies Quality Initiative Benchmarks Directions and Trends Chapter Review Key Concepts/Terms Discussion Questions Case 15.1. Southwest Airlines—The Customer’s Airline Case 15.2. Hertz Corporation—continuously Improving Product and Customer Service Delivery Case 15.3. Gleneagles Country Club—customer Satisfaction Through Creative Marketing Part IV: Planning and Communications Chapter 16. Preparing a Research-Based Business Review Chapter Objectives The Significance of Market Information Key Components of the Business Review More Ideas and Applications Chapter Review Key Concepts/Terms Discussion Questions Case 16.1. Holiday Inns, Inc.—Recognizing Change Chapter 17. The Strategic Marketing Planning Process Chapter Objectives Financial Considerations Research and Required Information Analysis of Research and Information The Strategic Marketing Plan A Sample Strategic Marketing Plan Chapter Review Key Concepts/Terms Discussion Questions Case 17.1. Continental Airlines Chapter 18. Effective Presentation and Communication of Research Findings Chapter Objectives Research Findings and Presentation Techniques Appealing to the Senses Scripting the Presentation Chapter Review Key Concepts/Terms Discussion Questions Case 18.1. Very Effective Presentations and Communications—Lose-Win-Win Appendixes Appendix I: Marketing Intelligence Information Sources Appendix II: Marketing-Related Associations Appendix III: Top Fifty U.S. Research Firms and Web Sites Appendix IV: Top Twenty-Five Global Research Organizations and Web Sites Glossary Bibliography Index