Hospitality Market Research

Description

This course provides a definition of marketing research and when to use it and when not to use it. It introduces the role of the marketing research in the hospitality industry. It tackles the steps of the research process and the problem definition. These steps include research design and implementation. Then, it differentiates between secondary and primary data, exploratory research and descriptive and causal research. It defines hypothesis testing. It illustrates the relation between Marketing Information Systems and Marketing Research. It presents the collection methods and forms of designing data and sample design and data collection. It also introduces the preparation of the research report.

Program

B.Sc. Hotel Management

Objectives

• Reflects the current trends in international marketing research, ethics and the use of computers and the internet. Discuss the nature and scope of marketing research and its role in decision making. Explaining the six step marketing research process theoretically and practically demonstrating it with various case studies.