Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Chapter 5 Marketing Information Systems And Marketing Research

Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ The Marketing Information System

Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Marketing Information System Developing Information Information Analysis Internal Databases Marketing Research Marketing Intelligence Distributing Information Assessing Information Needs Marketing Managers Marketing Environment Marketing Decisions and Communications The Marketing Information System

Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Comment cards Registration-membership Disguised/mystery shoppers Company records Exit interviews Follow up phone calls Customer Information

Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ The Marketing Research Process Defining the problem and research objectives Developing the research plan for collecting information Implementing the research plan -- collecting and analyzing the data Interpreting and reporting the findings

Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Marketing Research Process Step 1. Defining the Problem & Research Objectives Exploratory Research Descriptive Research Causal Research Test hypotheses about cause- and-effect relationships. Tests hypotheses about cause- and-effect relationships. Gathers preliminary information that will help define the problem and suggest hypotheses. Describes things as market potential for a product or the demographics and consumers’ attitudes.

Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Marketing Research Process Step 2. Develop the Research Plan Research plan development follows these steps: –Determining Specific Information Needs –Gathering Secondary information –Planning Primary Data Collection

Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Information That Already Exists Somewhere. + Obtained More Quickly, Lower Cost. - Might Not be Usable Data. Develop the Research Plan Gathering Secondary Information Both Must Be: Relevant Accurate Current Impartial Information Collected for the Specific Purpose at Hand.

Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Develop the Research Plan Planning Primary Data Collection Contact Methods (Table 4.3)

Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Observational Research Gathering data by observing people, actions and situations (Exploratory) Experimental Research Using groups of people to determine cause-and-effect relationships (Causal) Develop the Research Plan Planning Primary Data Collection Survey Research Asking individuals about attitudes, preferences or buying behaviors (Descriptive) Research Approaches

Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Develop the Research Plan Planning Primary Data Collection Who is to be surveyed? (What Sampling Unit?) How many should be surveyed? How should the sample be chosen? Probability or Non-probability sampling? Sample - representative segment of the population Sampling Plans

Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Making assumptions 2. Lack of Qualitative information 3. Failing to look at segments within a sample 4. Improper use of sophisticated statistical analysis 5. Sample is not representative of the population 6. Using biased questions in surveys Research Problem Areas

Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Development of questions 1. Every question should focus on a topic and measure what you want it to measure. Wrong: Which restaurant do you like the best? Right: Which of these restaurants you be most likely to choose for a casual dinner? Wrong: When do you usually go to work? Right: What time do you ordinarily leave home for work?

Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Questions should be brief Wrong: Can you tell me how many children you have, whether they are girls or boys, and how old they are? Right: What is the age and gender of your children?

Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Use vocabulary the respondent will understand Wrong: Are you an exurbanite? Right: What is your zip code?

Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Wrong: How long does it take you to find a parking place after you arrive at the restaurant? Right: If you drive to the restaurant, how long does it take you to find a parking place after you arrive at the restaurant? Might use a screening question first - Do you usually drive to the restaurant. Yes___ No____, If Yes ……. 4. Question must be applicable to the respondent

Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Avoid using examples that can introduce bias Wrong: Do you eat pork ribs, even thought they contain a lot of fat? Right: How likely are you to order pork ribs when you dine out? Perhaps use this with a 7 point scale.

Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Make sure the respondent can answer the question Wrong: How many times did you dine out last year? Right: How many times did you dine out at a fast food restaurant during the last 2 weeks?

Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Wrong: About what time do you ordinarily eat dinner? Right: About what time do you dine in the evening? Avoid; sometimes, frequently, usually 7. Avoid ambiguous words

Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Wrong: Do you dine out regularly because it is as cheap as eating at home? Right: Do you dine out regularly? Why or why not? 8. Avoid double barreled questions

Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ ___, 10-15___ not mutually exclusive 5-10____, 11-15___, 15+____, not collectively exhaustive 9. Scales- Mutually exclusive – Collectively exhaustive

Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Collecting the Data Processing the Data Analyzing the Data Research Plan Marketing Research Process Step 3. Implementing the Research Plan

Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Marketing Research Process Step 4. Interpreting and Reporting Findings Researcher Should Present Important Findings that are Useful in the Major Decisions Faced by Management. Step 1. Interpret the Findings Step 2. Draw Conclusions Step 3. Report to Management