Chapter 2. Marketing research. Lecture Objectives. After going through this chapter, you should be able to: Explain the role marketing research plays in decision-making in the hospitality industry Identify sources of marketing information available to hospitality organizations
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After going through this chapter, you should be able to:
Presents unique problems because of the cultural and technological differences between countries:
sophisticated marketing information systems to ensure that corporate executives understand complex environment
External information can be collected via the Internet and publications including:
can be efficiently analysed using statistical methods.
and combine qualitative and quantitative analysis.
Compare Le Meridien and Malmaison in-room customer questionnaires
There are six steps in the marketing research process: