1. MARKET RESEARCH Secondary Internal data Reservations Sales Mix Databases Enquires Turnaways

2. MARKET RESEARCH Secondary External data Government agencies. The WWW. Associations Chambers of Commerce Research companies and consultants Universities and colleges Specialized publications

3. MARKET RESEARCH Secondary Advantages Inexpensive Easily accesible Immediately available Disadvantages May not be applicable Potentially unreliable Frequently outdated

4. MARKET RESEARCH Primary Advantages Applicable and usable Accurate & reliable Up-to-date Disadvantages Expensive Not as readily accessible Not available immediately

5. MARKET RESEARCH categories CONCLUSIVE Helps solve the problem. Helps assess the opportunity Associated with Primary research EXPLORATORY Sheds more light on the problem or opportunity Helps identify opportunities and problems Associated with Secondary research

6. MARKET RESEARCH types of data Quantitative Numerical Associated with conclusive methods Qualitative Nonnumerical Associated with exploratory methods

7. MARKET RESEARCH quantitative primary research methods Experiments Mechanical observation Survey Simulations

8. MARKET RESEARCH experiments It is extremely expensive for an organization to introduce a new item and have it fail By using experimental method, there is less risk of failure They can be either simple or complex

9. MARKET RESEARCH mechanical observation They produce very accurate, quantitative data They do not provide any in-depth qualitative information They discribe rather than explain customer behavior

10. MARKET RESEARCH survey It is the most popular research method in our industry It is flexible and easy to use It is both a science and a bit of an art Types: a. Personal interviews b. Mail surveys c. Telephone surveys d. In-house, self-administered e. On-line

11. MARKET RESEARCH personal interviews advantages Interviewers can provide fuller explanations Interviewers can use additonal materials They can gathered more complete answers by rephrasing questions They can provide very timely data

12. MARKET RESEARCH personal interviews disadvantages They are relatively expensive There can be interviewer bias in questioning Respondents may be reluctant to answer personal questions Respondents may not answer in a relaxed way The time of the interview may inconvenience the respondent

13. MARKET RESEARCH mail surveys advantages They are inexpensive if the response rate is high There is no interviewer bias There is a consistency in the questions and responses They can survey a large number of respondents They can reach every respondent by mail Respondents can remain anonymous Respondents can choose when to answer.

14. MARKET RESEARCH mail surveys disadvantages Impersonal nature Relatively low response rate They are commonly considered by respondents as advertising and junk mail

15. MARKET RESEARCH thwarting mail surveys drawbacks Use highly personalized approaches Follow up several times after the initial request Promise respondents something for completing the questionnaire Use accurate and up-to-date mailing lists Avoid lengthy questionnaries Provide respondents with a postage-paid preaddressed envelope

16. MARKET RESEARCH telephone surveys Advantages Flexible Quick Inexpensive if local calls are needed High responses rates with good contact lists and trained interviewers Disadvantages Obstrusive for some people. Invasion of privacy Not as personal as the personal interview Expensive if long- distance calls are needed

17. MARKET RESEARCH in-house self-administered They are provided for customers to complete while they are in the premises. They extremely useful in determining statistaction levels with the services, facilities and equipment. On the other hand they generate a low response rate. The organization must do all it can to motivate customers to fill out these questionnaires

18. MARKET RESEARCH on-line Many hospitality and Travel companies have placed HTLM questionnaires on their web sites As it is a very recent approach, experts do not have conclusive guidelines on the strengths and weaknesses of on-line research There is a growing potential of reaching a large and growing audience of people on-line

19. MARKET RESEARCH questionnaire design 1 A printed form that hosts the questions and provides space for answers is required LENGTH 1. Keep it as short as possible 2. Individual questions must be short and to the point

20. MARKET RESEARCH questionnaire design 2 ORGANIZATION 1. Include a date 2. Place personal questions at the end 3. Provide instructions on how the interviewer or respondent should answer 4. If appropiate, supply don´t know or no opinion options

21. MARKET RESEARCH wording of questions WORDING OF QUESTIONS 1. Ask only one question in each question 2. Be as specific as possible 3. Avoid technical terms 4. Use words whose meanings are clear 5. Make sure there are no overlaps in possible responses

22. MARKET RESEARCH simulation Computers are used to simulate marketing situations by creating a mathematical model The model can be used to predict sales volumes, customer counts, or any other varialble

23. MARKET RESEARCH QPRMs focus groups The researcher directs questions to a small group of people (8/11) The researcher draws out a specific subject and invites a dicussion about them The researcher observes the people´s behavior, refocuses the discussion, summarize the opinions, etc.

24. MARKET RESEARCH QPRMs Fgs advantages & disadvantages Advantages They provide in-depth understanding of customer´s OAPB They probe further than in one-on-one personal interview It is very convenient to explore the position of certain companies and destinations Disadvantages They only produce qualitative information which is not representative It may not accurately represent the opinions, attitudes, perceptions. If we need numerical data we need another method

25. MARKET RESEARCH QPRMS individual depth interviews IDI They are similar to the focus group, but involves just one interviewer and one interviewee They last between 45 minutes and one hour The researcher asks many questions and probes for additional elaboration after the subject answers

26. MARKET RESEARCH QPRMS IDI advantages & disadvantages Advantages Better than Fgs when the topic is confidential or sensitive Better than Fgs when logistical problems make focus groups impractical Disadvantages Expensive Slow If we need numerical data we need another method

27. MARKET RESEARCH QPRMs human observation It is about watching and noting how customers behave It is a great technique for evaluating competitors It is relatively inexpesnsive and provides very rich information

28. MARKET RESEARCH QPRMs case studies They provide information from one or more situations that are similar to the organization´s problem They are done in the H&T industry when an organization is investigating the addition of new services

29. MARKET RESEARCH