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Handbook of Marketing Research Methodologies for Hospitality and Tourism

Name: Handbook of Marketing Research Methodologies for Hospitality and Tourism
Brand: Haworth Hospitality Press
Price: 350.44 PLN
Availability: InStock

ISBN-13: 9780789034267 / Angielski / Miękka / 2007 / 376 str.

Ronald A. Nykiel

Handbook of Marketing Research Methodologies for Hospitality and Tourism

ISBN-13: 9780789034267 / Angielski / Miękka / 2007 / 376 str.

Ronald A. Nykiel

cena 350,44
(netto: 333,75 VAT: 5%)

Najniższa cena z 30 dni: 337,45

Termin realizacji zamówienia:
ok. 22 dni roboczych.

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inne wydania

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.

Kategorie:

Nauka, Ekonomia i biznes

Kategorie BISAC:

Business & Economics > Marketing - Research
Business & Economics > Industries - Hospitality, Travel & Tourism

Wydawca:

Haworth Hospitality Press

Język:

Angielski

ISBN-13:

9780789034267

Rok wydania:

2007

Ilość stron:

376

Waga:

0.98 kg

Wymiary:

27.15 x 21.36 x 2.31

Oprawa:

Miękka

Wolumenów:

Dodatkowe informacje:

Bibliografia
Glosariusz/słownik
Wydanie ilustrowane

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

Ronald A. Nykiel

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