Course
| code | HM435 |
| credit_hours | 3 |
| title | Hospitality Market Research |
| arbic title | |
| prequisites | HM331 |
| credit hours | 3 |
| Description/Outcomes | 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. |
| arabic Description/Outcomes | |
| 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. |
| arabic objectives | |
| ref. books | |
| arabic ref. books | |
| textbook | |
| arabic textbook | |
| objective set | bullets |
| content set | combined |
Course Content
| content serial |
Description |
| 1 |
Introducing Marketing Research
Definition
When to use
When not to use
|
| 2 |
Exploratory Descriptive and Causal Researches
Functions
Types
|
| 3 |
Role of Marketing Research in Tourism Industry
Benefits of Marketing Research
Growing implementation of Marketing Research in Tourism Industry
|
| 4 |
Hypothesis Testing
Experimental Research
Case Studies
|
| 5 |
Research Process and Problem
Definition
Sixth stage Marketing Research Process
Problem Definition
Characteristic of different situation
Research Proposal and Research Request Statement
|
| 6 |
Markets and Marketing Research
Competitive Information
External and Internal Sources of Data
|
| 7 |
Research Design and Implementation
Exploratory Research
Descriptive Research
Causal Research
|
| 8 |
Design Data
Data Collection Methods and Forms
Interview, Questionnaire and Observation
|
| 9 |
Types of Data
Primary Data
Secondary Data
|
| 10 |
Sample Design and Data Collection
Sampling Frame
Size of Sample
Types of Sample
|
| 11 |
Research Reports
Importance
Parts of Research Reports
|
| 12 |
|
| 13 |
|
| 14 |
|
| 15 |
|
| 16 |
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