Handbook of Marketing Research Methodologies for Hospitality and Tourism (2007)

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 1 Handbook of Marketing Research Methodologies for Hospitality and Tourism 4 Copyright 5 Contents 6 Acknowledgments 12 About the Author 13 Introduction 14 Part I: Research and Methodologies 16 Chapter 1. Defining Marketing Research, Market Analysis, and Applications 18 Chapter Objectives 18 Purpose 18 Process 19 Techniques 22 Segmentation, Targeting, and Positioning (STP) 31 Chapter Review 32 Key Concepts/Terms 32 Discussion Questions 33 Case 1.1. Hyatt Corporation—A Variation of the Singleness Strategy Through Product Type/Identification and Market Segment Positioning 33 Case 1.2. Toyota Motor Corporation—Positioning to Perfection 34 Chapter 2. Primary and Secondary Research Data 38 Chapter Objectives 38 Primary Research Data 38 Sampling 41 Secondary Research Data 42 Sources of Data 43 Chapter Review 48 Key Concepts/Terms 48 Discussion Questions 49 Case 2.1. Lookingwithin—Observation 49 Case 2.2. the Power of the Survey Andaward 50 Chapter 3. Qualitative Research 52 Chapter Objectives 52 Definition and Role 52 Advantages, Disadvantages, and Perspectives 53 Types and Techniques 54 Qualitative Data Analysis 58 Chapter Review 61 Key Concepts/Terms 61 Discussion Questions 62 Case 3.1. Carlson Companies, Inc. 62 Case 3.2. American Express Card Member Services 66 Chapter 4. Quantitative Research 68 Chapter Objectives 68 Definition 68 Advantages and Disadvantages 68 Types of Quantitative Research 69 Research Design Elements 71 Questionnaires: Design, Statistical Analysis, and Scales 73 Sampling 74 Applications in the Services Sector 75 Components of a Quantitative Research Plan 75 Chapter Review 76 Key Concepts/Terms 77 Discussion Questions 77 Case 4.1. Starwood Hotels and Resortsworldwide, Inc. 78 Chapter 5. Integrative Research 84 Chapter Objectives 84 Definition 84 Advantages and Disadvantages 84 Triangulation 85 Case Studies 86 Action Research 88 Academic Versus Applied Action Research 89 Issues 90 Chapter Review 91 Key Concepts/Terms 91 Discussion Questions 91 Case 5.1. Stouffer Hotels and Resorts: Competitive Strategy 92 Part II: Market Analysis and Assessment 110 Chapter 6. Analyzing Research Findings and Data 112 Chapter Objectives 112 Analysis of Qualitative Research Findings 112 Analysis of Quantitative Data 115 Perspectives 123 Chapter Review 123 Key Concepts/Terms 124 Discussion Questions 124 Case 6.1. Chick-Fil-A—Assessment, Prioritization, and Action 125 Chapter 7. Location Analysis and Site Evaluation 128 Chapter Objectives 128 Timing 128 Land Acquisition Considerations 129 Land Selection Guidelines 131 Chapter Review 139 Key Concepts/Terms 139 Discussion Questions 140 Case 7.1. Foxwoods Resort Casino—A Megaforce 140 Chapter 8. The Design and Components of a Feasibility Study 144 Chapter Objectives 144 Definitions 144 Market Feasibility Studies Overview 145 Conducting Feasibility Studies 149 Sample Design and Components of a Feasibility Study 153 Chapter Review 161 Key Concepts/Terms 164 Discussion Questions 165 Case 8.1. Best Sites, Great Location, A Very Positive Feasibility Study—Oops: We Didn’t Know! 165 Chapter 9. Market Assessment for Development Planning 168 Chapter Objectives 168 Introduction to the Development Planning Process 168 Development Plan Organization 172 Sample Development Plan Outline 175 Development Planning in Perspective 176 Chapter Review 176 Key Concepts/Terms 177 Discussion Questions 178 Case 9.1. Sonic Drive-in—External Forces Revive the Concept 178 Case 9.2. Carnival Corporation—Positioning and Strategy Selection 182 Chapter 10. Assessing Focal Points and Intuitive Techniques 188 Chapter Objectives 188 Types of Marketing Research 189 Marketing Research Techniques 192 Five Essential Marketing Intelligence Tools 194 Marketing Research Presentation Tools 194 Chapter Review 198 Key Concepts/Terms 199 Discussion Questions 199 Case 10.1. Mailing Less and Making More 199 Case 10.2. Caesars Palace—Understanding the Focal Points of the Market 200 Part III: Marketing Research Applications 202 Chapter 11. Marketing Research and Testing 204 Chapter Objectives 204 Why, When, and When Not to Test 205 Research and Testing Environments 206 Developing Testing Programs 207 Focal Points and Sources of Information 209 Chapter Review 210 Key Concepts/Terms 210 Discussion Questions 211 Case 11.1. Great Testing/poor Market Research—Award/Sales Decline 211 Chapter 12. Applying Research to Marketing Strategy Selection 214 Chapter Objectives 214 Understanding the Environment 214 Focal Points for Marketing Strategy 215 The New Five Ps 216 Selecting Marketingweaponry 219 Chapter Review 224 Key Concepts/Terms 224 Discussion Questions 225 Case 12.1. Starbucks Coffee—The Rising Star 225 Case 12.2. Frequency Programs 227 Case 12.3. Gaylord Opryland Resort and Convention Center, Nashville 230 Chapter 13. Applying Research to Brand Strategy 234 Chapter Objectives 234 Brand Evolution 234 Components of Brand Strategy 235 Implementing Brand Strategy 238 Strategies for a Newbrand Launch 239 Chapter Review 240 Key Concepts/Terms 240 Discussion Questions 241 Case 13.1. Cendant—Premier Brand Collector 241 Case 13.2. Sysco—Leader in the Procurement Arena 242 Chapter 14. Applying Research to Pricing Strategy 248 Chapter Objectives 248 Pricing Basics 248 Breakeven Analysis 249 Influences on Pricing Strategies 250 Pricing Techniques 251 Chapter Review 253 Key Concepts/Terms 253 Discussion Questions 253 Case 14.1. Same Price—They Win 253 Case 14.2. Pay Later/value Added 254 Chapter 15. Applying Research to Customer Service and Quality Initiatives 256 Chapter Objectives 256 Understanding Customer Expectations 256 Points of Encounter: Ten Steps to Service Success 258 Customer Satisfaction Strategies 264 Quality Initiative Benchmarks 266 Directions and Trends 269 Chapter Review 269 Key Concepts/Terms 270 Discussion Questions 271 Case 15.1. Southwest Airlines—The Customer’s Airline 271 Case 15.2. Hertz Corporation—continuously Improving Product and Customer Service Delivery 277 Case 15.3. Gleneagles Country Club—customer Satisfaction Through Creative Marketing 279 Part IV: Planning and Communications 282 Chapter 16. Preparing a Research-Based Business Review 284 Chapter Objectives 284 The Significance of Market Information 284 Key Components of the Business Review 286 More Ideas and Applications 287 Chapter Review 288 Key Concepts/Terms 288 Discussion Questions 289 Case 16.1. Holiday Inns, Inc.—Recognizing Change 289 Chapter 17. The Strategic Marketing Planning Process 294 Chapter Objectives 294 Financial Considerations 294 Research and Required Information 295 Analysis of Research and Information 299 The Strategic Marketing Plan 301 A Sample Strategic Marketing Plan 304 Chapter Review 316 Key Concepts/Terms 316 Discussion Questions 316 Case 17.1. Continental Airlines 316 Chapter 18. Effective Presentation and Communication of Research Findings 322 Chapter Objectives 322 Research Findings and Presentation Techniques 322 Appealing to the Senses 323 Scripting the Presentation 325 Chapter Review 326 Key Concepts/Terms 326 Discussion Questions 327 Case 18.1. Very Effective Presentations and Communications—Lose-Win-Win 327 Appendixes 330 Appendix I: Marketing Intelligence Information Sources 332 Appendix II: Marketing-Related Associations 334 Appendix III: Top Fifty U.S. Research Firms and Web Sites 338 Appendix IV: Top Twenty-Five Global Research Organizations and Web Sites 342 Glossary 344 Bibliography 358 Index 362