Learning ObjectivesChapter 6 Marketing Research.ppt

 Learning ObjectivesChapter 6: Marketing Research Define marketing research. Describe the reasons for doing marketing research (the five Cs) and explain why marketing research is sometimes not done. Explain how research is used in each step of the hospitality and travel marketing system. List and describe the five key requirements for good research information. List in order and explain the six steps in the marketing research process.  Learning ObjectivesChapter 6: Marketing Research Describe the internal and external sources of secondary research. Explain the differences between primary and secondary research and list their respective advantages and disadvantages. List and describe the primary research methods and differentiate between quantitative and qualitative research. Explain the advantages and disadvantages of personal interviews, mail, telephone, in-house, self-administered, and online surveys.  Learning ObjectivesChapter 6: Marketing Research Explain the focus group approach and how it can be used in making effective marketing decisions. Marketing Research The function that links the consumer, customer, and public to the marketer through information. The information is used to: 1. Identify and define marketing opportunities and problems. 2. Generate, refine, and evaluate marketing actions. 3. Monitor marketing performance. 4. Improve understanding of marketing as a process. Reasons for Doing Marketing Research: The Five Cs Customers: To determine how well customer needs are being met, investigate new target markets, and assess and test new services and facilities. Competition: To identify primary competitors and pinpoint their strengths and weaknesses. Confidence: To reduce the perceived risk in making marketing decisions. Reasons for Doing Marketing Research: The Five Cs Credibility: To increase the believability of promotional messages among customers. Change: To keep updated with changes in travelers’ needs and expectation