1. Copyright 2004 Bowie & Buttle All rights reserved Use of the Figures to Facilitate Tutorials/Discussion To assist you with the preparation of lectures, tutorials and student discussion, the figures from the book are available here as part of a PowerPoint presentation. Each slide is annotated with some ideas and guidance on the use of the material in lectures. Chapter: 2 Marketing Research

2. Copyright 2004 Bowie & Buttle All rights reserved Learning Outcomes You should be able to:  Explain the role which marketing research plays in developing marketing strategies for hospitality organizations  Identify sources of information available for marketing research in hospitality organizations  Describe secondary and primary research activities  Explain the differences between qualitative and quantitative research methods  Recognize how bias and error can distort marketing research findings.

3. Copyright 2004 Bowie & Buttle All rights reserved Hospitality marketing information system

4. Copyright 2004 Bowie & Buttle All rights reserved Le Meridien Hotels Customer Questionnaire

5. Copyright 2004 Bowie & Buttle All rights reserved Open-ended customer questionnaire