Learning Objectives Chapter 6: Marketing Research. Define marketing research. Describe the reasons for doing marketing research (the five Cs) and explain why marketing research is sometimes not done. Explain how research is used in each step of the hospitality and travel marketing system.
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The function that links the consumer, customer, and public to the marketer through information. The information is used to:
1. Identify and define marketing opportunities and problems.
2. Generate, refine, and evaluate marketing actions.
3. Monitor marketing performance.
4. Improve understanding of marketing as a process.
A plan or program to investigate several marketing opportunities or problems (several projects).
An individual element of a marketing research program in which a specific marketing opportunity or problem is investigated.
Registrations or reservations
Sales or customer mix
WWW. Magazines, journals, newspapers, radio, TV
Research companies and consultants
Universities and Colleges
Published information available from other sources, either internal or external
Data collected for the first time, by a method other than secondary research, to answer specific questions.