1. Slide 1 D2.TCS.CL5.04

2. Subject Elements This unit comprises five Elements: 1.Define the need for tourism product research 2.Develop the research to be undertaken 3.Conduct the tourism product research 4.Interpret the research results 5.Apply product research knowledge Slide 2

3. Assessment Assessment for this unit may include:  Oral questions  Written questions  Work projects  Workplace observation of practical skills  Practical exercises  Formal report from supervisor Slide 3

4. Element 1 - Define the need for tourism product research 1.1Explain the context within which the product research needs to occur 1.2Identify the tourism product to be researched 1.3Identify the objectives of the research 1.4Identify the research data that needs to be obtained Slide 4

5. 1.1Explain the context within which the product research needs to occur When developing products and services, there are many factors that need to be considered, both inside and outside the organisation.  Conducting research  Focus of tourism product research  Context of research Slide 5

6. 1.2Identify the tourism product to be researched It is important to focus your research on dedicated areas of your business that you may feel can be validated or improved for continued business success.  Internal aspects to be researched Company Customers  Changing customer demand trends Slide 6

7. 1.3Identify the objectives of the research It is firstly important to understand the purpose of the research activity. Objectives of the research may be related to:  Gathering data  Comparing alternatives  Assessing the market place  Predicting trends  Identifying the specific tourism products  Making a product-related decision Slide 7

8. 1.4Identify the research data that needs to be obtained Market research is a systematic and objective quest for data relevant to solving defined problems. Essentially, you will need data to address issues, such as:  The market type, size and location  What your market share will be  The performance of your competitors  Customers with like needs or wants so that you can group them  What the actual customer needs are  What products and services need to be provided to meet these needs Slide 8

9. 1.4Identify the research data that needs to be obtained Types of research data collected.  Primary data  Secondary data  Qualitative data  Quantitative data Slide 9

10. Element 2 - Develop the research to be undertaken 2.1Decide the primary data that needs to be obtained 2.2Select the research methods to be applied 2.3Develop the survey instruments 2.4Identify the need for external professional assistance 2.5Identify the sample size to be researched Slide 10

11. 2.1Decide the primary data that needs to be obtained 2.2Select the research methods to be applied  Considerations when collecting data  Plan research according to organisational policies and procedures  Identify preferred research methods Slide 11

12. 2.3Develop the survey instruments When you are developing the actual survey instruments it is important to:  Make sure the instruments will capture all the required information  Take time to craft these instruments, rather than hastily throw anything together Slide 12

13. 2.4Identify the need for external professional assistance At times you may be required to seek external assistance for a number of reasons.  Reasons to seek external assistance  Types of external assistance Slide 13

14. 2.5Identify the sample size to be researched You have discussed and confirmed the survey instruments that you will use as part of your research activity. It is now time to identify the 'size' of the research that is to be conducted.  Planning sample size  Identification of ideal sample size  Considerations when identifying sample size Slide 14

15. Element 3 - Conduct the tourism product research 3.1Apply the identified research methods and survey instruments 3.2Record the research results 3.3Monitor the effectiveness of the research 3.4Take action to capture research data identified as absent 3.5Monitor the topic of the research 3.6Follow-up on issues raised during the research process Slide 15

16. 3.1Apply the identified research methods and survey instruments Survey instruments have been planned and prepared, with sample sizes and boundaries for which research activities are to be conducted. It is time to actually start the research process.  Applying research plan  Plan research activities to be performed by others  Sourcing data information Slide 16

17. 3.2Record the research results Once relevant information has been sourced and identified, it must be filed for future use as deemed most appropriate by the enterprise and in-keeping with any relevant policies and procedures.  Process of recording research results  Storing research results Slide 17

18. 3.3 Monitor the effectiveness of the research 3.5 Monitor the topic of the research Once the research plan has been implemented, it is important that it is monitored to ensure that is stays on track, either in terms of purpose, timing or budget to name a few parameters.  Monitoring the research plan  Monitoring the research topic  Monitoring administration of research activities performed by others Slide 18

19. 3.4Take action to capture research data identified as absent 3.6 Follow-up on issues raised during the research process As part of this monitoring process it is imperative that any areas of research that is not producing desired results or sufficient information of sample sizes receives timely attention.  Action to capture absent research data  Searching for additional information  Types of requests for additional information  Follow up activities Slide 19

20. Element 4 - Interpret the research results 4.1Ensure all identified research activities have been completed as planned 4.2Analyse the data that has been captured 4.3Integrate primary and secondary research findings 4.4Prepare a written report 4.5Obtain direction on action to be taken Slide 20

21. 4.1Ensure all identified research activities have been completed as planned It is now time to ensure that you have collected sufficient data to enable you to achieve your research objectives and to review the data and determine its importance, accuracy and relevancy.  Ensuring completion of all research activities  Verification of data collected  Objectives of reviewing captured data Slide 21

22. 4.2Analyse the data that has been captured Analysis of data is a process of inspecting, cleaning, transforming, and modelling data with the goal of highlighting useful information.  Activities associated with analysing data  Refresh research objectives  Interpreting data Analysis of 'quantitative' information Analysis of 'qualitative' information Descriptive data analysis Inferential data analysis Data mining Slide 22

23. 4.3Integrate primary and secondary research findings  Whilst there may be vast amounts of information that may be of benefit, it is time to identify: Which pieces of information do not need to be communicated or are not relevant Which pieces of information are essential Key points that need to be communicated The order of priority for communicating information How to structure the information in a way that addresses original objectives  Activities associated with integrating captured data Slide 23

24. 4.3Integrate primary and secondary research findings  Summarising analysis as the basis for recommendations  Identify possible topics for recommendation Suggestions as to what to do to leverage on identified strengths Recommendation to address identified weaknesses Strategies for addressing identified opportunities and threats Recommendations for changing the organisational structure of the business Recommendations to enable greater compliance Recommendations to address future activity Slide 24

25. 4.4Prepare a written report Whilst this section title focuses primarily on the preparation of a 'written report', in many cases a report may be presented to key stakeholders using a number of methods.  Presentation considerations  Outline presentation objectives  Identify formats of presentations  Place the information in order  Contents of written report Slide 25

26. 4.5Obtain direction on action to be taken When the final written report has been prepared, it is now time to submit it for feedback, comment and to obtain direction for action that can be taken.  Providing research information to stakeholders  Seeking stakeholder feedback  Seeking stakeholder questions  Providing answers to stakeholder questions  Obtaining direction on action Slide 26

27. Element 5 - Apply product research knowledge 5.1Identify tourism products to be developed or promoted 5.2Plan a relevant campaign 5.3Produce resources to support implementation 5.4Implement the plan(s) as prepared 5.5Monitor implementation of the plan(s) 5.6Take remedial action, where required 5.7Evaluate the initiative Slide 27

28. 5.1Identify tourism products to be developed or promoted Based on your research activity, you should have a thorough understanding of which tourism products and services will be the most beneficial for your organisation to meet not only the demands of existing and potential customers but also to maintain a competitive advantage in the future.  Focus of new tourism products and services  Types of tourism products and services Slide 28

29. 5.2Plan a relevant campaign Once the proposed tourism products and services have been identified for introduction into a tourism organisation, careful planning must to take place to ensure that it is implemented in the correct manner  Planning a campaign for new tourism products and services  New product and service development  Organisational requirements  Involve stakeholders Slide 29

30. 5.2Plan a relevant campaign  Costs Pricing questions Pricing considerations Offering alternatives to discount operators  Develop organisational policy, procedures and standards  Notification of new products and services  Communicate information about new products and services  Promoting and selling new products and services Slide 30

31. 5.3Produce resources to support implementation There is a need to make sure the organisation has the resources it needs to achieve its identified business objectives, while at the same time ensuring that money is not wasted on resources that are not necessary or inappropriate to the task.  Categories of resources  Types of resources Slide 31

32. 5.4Implement the plan(s) as prepared  Ensure all staff are ready Understanding new products and services Understand their role in providing or promoting new products and services Understand any promotions  Activities associated with implementing the plan Slide 32

33. 5.5 Monitor implementation of the plan(s) Monitoring is a process of determining how well our plans are being implemented.  Importance of monitoring  Steps associated with monitoring new products and services Work out what needs to be monitored Decide on methods or measures to use Compare what is happening with what should be happening Take appropriate action Slide 33

34. 5.6Take remedial action, where required Naturally it is expected that any new products or services introduced in the market will have some initial problems or there will be the need to improve what is offered.  Types of remedial action Revising plans Remove the product or service if it is not successful Reduce or expand the product or service range Amend product or service inclusions Revising resources allocation ………..refer to manual for more Slide 34

35. 5.7Evaluate the initiative Analysing the effectiveness of products and services provided to customers is important at any stage of its lifecycle, but is essential when it is first introduced into the market.  Activities associated with evaluating the initiative of new products and services  General evaluation questions  Areas of evaluation  Feedback Slide 35

36. The End This unit comprised five Elements: 1.Define the need for tourism product research 2.Develop the research to be undertaken 3.Conduct the tourism product research 4.Interpret the research results 5.Apply product research knowledge You have now completed this unit and the trainer will provide details on assessment. Good Luck Slide 36