MARKET RESEARCH SecondaryInternal data

Reservations Sales Mix Databases Enquires Turnaways

MARKET RESEARCH SecondaryExternal data

Government agencies. The WWW. Associations Chambers of Commerce Research companies and consultants Universities and colleges Specialized publications

MARKET RESEARCH Secondary

Advantages

Inexpensive Easily accesible Immediately available

Disadvantages

May not be applicable Potentially unreliable Frequently outdated

MARKET RESEARCH Primary

Advantages

Applicable and usable

Accurate & reliable

Up-to-date

Disadvantages

Expensive

Not as readily accessible

Not available immediately

MARKET RESEARCH categories

CONCLUSIVE Helps solve the

problem.

Helps assess the opportunity

Associated with Primary research

EXPLORATORY Sheds more light on the problem

or opportunity

Helps identify opportunities and problems

Associated with Secondary research

MARKET RESEARCH types of data

Quantitative Numerical

Associated with conclusive methods

Qualitative Nonnumerical

Associated with exploratory methods

MARKET RESEARCH quantitative primary research methods

Experiments

Mechanical observation

Survey

Simulations

MARKET RESEARCH experiments

It is extremely expensive for an organization to introduce a new item and have it fail

By using experimental method, there is less risk of failure

They can be either simple or complex

MARKET RESEARCH mechanical observation

They produce very accurate, quantitative data

They do not provide any in-depth qualitative information

They discribe rather than explain customer behavior

MARKET RESEARCH survey

It is the most popular research method in our industry

It is flexible and easy to use It is both a science and a bit of an art Types:

a. Personal interviews

b. Mail surveys

c. Telephone surveys

d. In-house, self-administered

e. On-line

MARKET RESEARCH personal interviews advantages

Interviewers can provide fuller explanations

Interviewers can use additonal materials

They can gathered more complete answers by rephrasing questions

They can provide very timely data

MARKET RESEARCH personal interviews disadvantages

They are relatively expensive There can be interviewer bias in questioning Respondents may be reluctant to answer

personal questions Respondents may not answer in a relaxed way The time of the interview may inconvenience

the respondent

MARKET RESEARCH mail surveys advantages

They are inexpensive if the response rate is high

There is no interviewer bias There is a consistency in the questions and

responses They can survey a large number of respondents They can reach every respondent by mail Respondents can remain anonymous Respondents can choose when to answer.

MARKET RESEARCH mail surveys disadvantages

Impersonal nature

Relatively low response rate

They are commonly considered by respondents as advertising and junk mail

MARKET RESEARCH thwarting mail surveys drawbacks

Use highly personalized approaches Follow up several times after the initial request Promise respondents something for completing

the questionnaire Use accurate and up-to-date mailing lists Avoid lengthy questionnaries Provide respondents with a postage-paid

preaddressed envelope

MARKET RESEARCH telephone surveys

Advantages Flexible Quick Inexpensive if local

calls are needed High responses rates

with good contact lists and trained interviewers

Disadvantages Obstrusive for some

people. Invasion of privacy

Not as personal as the personal interview

Expensive if long-distance calls are needed

MARKET RESEARCH in-house self-administered

They are provided for customers to complete while they are in the premises.

They extremely useful in determining statistaction levels with the services, facilities and equipment.

On the other hand they generate a low response rate.

The organization must do all it can to motivate customers to fill out these questionnaires

MARKET RESEARCH on-line

Many hospitality and Travel companies have placed HTLM questionnaires on their web sites

As it is a very recent approach, experts do not have conclusive guidelines on the strengths and weaknesses of on-line research

There is a growing potential of reaching a large and growing audience of people on-line

MARKET RESEARCH questionnaire design 1

A printed form that hosts the questions and provides space for answers is required

LENGTH

1. Keep it as short as possible

2. Individual questions must be short and to the point

MARKET RESEARCH questionnaire design 2

ORGANIZATION

1. Include a date

2. Place personal questions at the end

3. Provide instructions on how the interviewer or respondent should answer

4. If appropiate, supply “don´t know” or “no opinion” options

MARKET RESEARCH wording of questions

WORDING OF QUESTIONS

1. Ask only one question in each question

2. Be as specific as possible

3. Avoid technical terms

4. Use words whose meanings are clear

5. Make sure there are no overlaps in possible responses

MARKET RESEARCH simulation

Computers are used to simulate marketing situations by creating a mathematical model

The model can be used to predict sales volumes, customer counts, or any other varialble

MARKET RESEARCH QPRMsfocus groups

The researcher directs questions to a small group of people (8/11)

The researcher draws out a specific subject and invites a dicussion about them

The researcher observes the people´s behavior, refocuses the discussion, summarize the opinions, etc.

MARKET RESEARCH QPRMs Fgs advantages & disadvantages

Advantages They provide in-depth

understanding of customer´s OAPB

They probe further than in one-on-one personal interview

It is very convenient to explore the position of certain companies and destinations

Disadvantages They only produce

qualitative information which is not representative

It may not accurately represent the opinions, attitudes, perceptions.

If we need numerical data we need another method

MARKET RESEARCH QPRMS individual depth interviews IDI

They are similar to the focus group, but involves just one interviewer and one interviewee

They last between 45 minutes and one hour

The researcher asks many questions and probes for additional elaboration after the subject answers

MARKET RESEARCH QPRMS IDI advantages & disadvantages

Advantages Better than Fgs when

the topic is confidential or sensitive

Better than Fgs when logistical problems make focus groups impractical

Disadvantages Expensive

Slow

If we need numerical

data we need another method

MARKET RESEARCH QPRMs human observation

It is about watching and noting how customers behave

It is a great technique for evaluating competitors

It is relatively inexpesnsive and provides very rich information

MARKET RESEARCH QPRMs case studies

They provide information from one or more situations that are similar to the organization´s problem

They are done in the H&T industry when an organization is investigating the addition of new services

MARKET RESEARCH