图书简介
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 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. Looking Within—Observation 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-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 1
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