About This Chapter
Hospitality Marketing Research - Chapter Summary
This chapter provides you with an overview of marketing research practices that can be applied to the hospitality industry. The lessons define relevant terms and provide helpful examples to clarify the topics being discussed. You'll learn how to conduct market studies, use marketing information systems and analyze marketing data. Your Dashboard makes it easy to track your progress as you move through this chapter, and self-assessment quizzes help you measure how much you have retained and which topics you might need to continue studying. Once you are done with this chapter, you should be able to:
- Explain the importance of creating a marketing research plan
- Describe the benefits and applications of marketing and management information systems
- List the categories and elements of market research studies
- Provide examples of market research studies in the hospitality industry
- Differentiate between quantitative and qualitative marketing research
- Define primary and secondary data in marketing research
- Explain what quota sampling is
- Give explanations of ethnographic and observational research methods
- Discuss the use and evaluation of surveys in marketing research
- Identify ethical issues in marketing research
- Relate ways to ensure effective data collection methods in marketing research
- Analyze marketing research data and make recommendations based on this analysis
1. Marketing Research: Definition, Purpose and Role in Marketing Strategy
If you're a business owner, you need to know your clientele. Watch this lesson to understand the purpose and role of marketing research strategy in an overall marketing plan. This might be just the info you need!
2. What is a Marketing Information System? - Definition, Benefits & Example
Marketing information systems are important tools that help marketing managers and business owners make decisions about product development and promotional activities. In this lesson, you'll learn why they are important and look at some real-life ways companies use them.
3. Applications of Management Information Systems (MIS): Financial, Marketing, Manufacturing & Human Resources
Management Information Systems are typically organized around the functional areas of an organization. Learn about some of the most common applications of Management Information Systems.
4. How to Design Market Research Studies
Market research studies can be categorized as exploratory, descriptive, or causal. This lesson defines the three categories, explains their basic design elements, and provides examples on when to use the different types of research.
5. Market Research in Hospitality: Examples & Impact
Market research can be helpful and even critical in making certain decisions, understanding an industry, and determining what is happening in a particular area. This lesson discusses several ways to gather information on the hospitality industry, from gathering data personally to having an independent study done.
6. Quantitative vs. Qualitative Research in Marketing
After watching this video lesson, you will know the differences between quantitative market research and qualitative market research. You will see what strengths each has and how these can work together.
7. What Is Primary Data in Marketing Research? - Definition, Sources & Collection
If you ever received a call to participate in a survey, you were part of primary data collection. In this lesson, you'll learn what primary data is. You'll also explore sources of primary data and the collection of it. A short quiz follows.
8. Secondary Data in Marketing Research: Definition, Sources & Collection
Marketing research requires data, and secondary data is often the most convenient and cost-effective option. In this lesson, you'll learn about secondary data, including its sources and how to collect it.
9. Quota Sampling: Definition, Method & Examples
Market researchers and political pollsters often use a non-probability sampling approach to quickly and easily gather data while minimizing costs in time and money. In this lesson, quota sampling will be defined and examples provided.
10. What Is Ethnographic Research in Marketing? - Definition, Methods & Examples
Ethnographic research is usually something conducted by anthropologists and social scientists, but now marketing executives are taking notice. In this lesson, you'll learn what ethnography is and how it's used to understand consumers.
11. Observational Research in Marketing: Definition, Methods & Techniques
This lesson discusses observational research, how it is conducted, and how it can be utilized to gather qualitative market information. After completing the lesson, take the short quiz to see what you have learned.
12. How to Evaluate Survey Questions & Design
This lesson discusses surveys used in market research. We'll review some objectives for surveys, typical types of survey questions, and the importance of wording, routing, sequencing, length, and layout.
13. Marketing Research Ethics: Collecting Consumer Information
In this lesson, we'll discuss some common ethical issues related to market research and review standards and codes created by the Marketing Research Association to mitigate these concerns.
14. How to Identify Sources of Error in Marketing Research Data
Market research can be valuable when companies are making strategic decisions on how to market their products. But, research is only as good as the methodology used to collect the data. This lesson examines what can go wrong in data collection.
15. Analyzing, Applying, and Drawing Conclusions From Research to Make Recommendations
In this lesson, we'll explore how companies analyze, apply and draw conclusions from research to solve problems. Learn how effective recommendations can help a business survive and thrive.
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Other chapters within the Hospitality 301: Hospitality Marketing course
- Basics of Hospitality Marketing
- Hospitality Industry Trends
- Consumer Behavior in the Hospitality Industry
- Hospitality Market Segmentation
- Pricing for the Hospitality Industry
- Hospitality Marketing Channels
- Hospitality Marketing Strategies
- Advertising for Hospitality
- Hospitality Industry & Public Relations
- Selling for the Hospitality Industry
- Hospitality Marketing & Technology
- Required Assignments for Hospitality 301
- Studying for Hospitality 301