Handbook of Marketing Research Methodologies for Hospitality and Tourism

* Acknowledgments * Introduction * PART I: RESEARCH AND METHODOLOGIES * Chapter 1. Defining Marketing Research, Market Analysis, and Applications * Chapter Objectives * Purpose * Process * Techniques * Segmentation, Targeting, and Positioning (STP) * Chapter Review * Key Concepts/Terms * Discussion Question * Case. 1.1. Hyatt Corporation--A Variation of the Singleness Strategy Through Product Type/Identification and Market Segment Positioning * Case 1.2. Toyota Motor Corporation--Positioning to Perfection * Chapter 2. Primary and Secondary Research Data * Chapter Objectives * Primary Research Data * Sampling * Secondary Research Data * Sources of Data * Chapter Review * Key Concepts/Terms * Discussion Questions * Case 2.1. Looking Within--Observation * Case 2.2. The Power of the Survey and Award * Chapter 3. Qualitative Research * Chapter Objectives * Definition and Role * Advantages, Disadvantages, and Perspectives * Types and Techniques * Qualitative Data Analysis * Chapter Review * Key Concepts/Terms * Discussion Questions * Case 3.1. Carlson Companies, Inc. * Case 3.2. American Express Card Member Services * Chapter 4. Quantitative Research * Chapter Objectives * Definition * Advantages and Disadvantages * Types of Quantitative Research * Research Design Elements * Questionnaires: Design, Statistical Analysis, and Scales * Sampling * Applications in the Services Sector * Components of a Quantitative Research Plan * Chapter Review * Key Concepts/Terms * Discussion Questions * Case 4.1. Starwood Hotels and Resorts Worldwide, Inc. * Chapter 5. Integrative Research * Chapter Objectives * Definition * Advantages and Disadvantages * Triangulation * Case Studies * Action Research * Academic versus Applied Action Research * Issues * Chapter Review * Key Concepts/Terms * Discussion Questions * Case 5.1. Stouffer Hotels and Resorts: Competitive Strategy * PART II: MARKET ANALYSIS AND ASSESSMENT * Chapter 6. Analyzing Research Findings and Data * Chapter Objectives * Analysis of Qualitative Research Findings * Analysis of Quantitative Data * Perspectives * Chapter Review * Key Concepts/Terms * Discussion Questions * Case 6.1. Chick-fil-A--Assessment, Prioritization, and Action * Chapter 7. Location Analysis and Site Evaluation * Chapter Objectives * Timing * Land Acquisition Considerations * Land Selection Guidelines * Chapter Review * Key Concepts/Terms * Discussion Questions * Case 7.1. Foxwoods Resort Casino--A Megaforce * Chapter 8. The Design and Components of a Feasibility Study * Chapter Objectives * Definitions * Market Feasibility Studies Overview * Conducting Feasibility studies * Sample Design and Components of a Feasibility Study * Chapter Review * Key Concepts/Terms * Discussion Questions * Case 8.1. Best Sites, Great Location, a Very Positive Feasibility Study--Oops: We Didn't Know! * Chapter 9. Market Assessment for Development Planning * Chapter Objectives * Introduction to the Development Planning Process * Development Plan Organization * Sample Development Plan Outline * Development Planning in Perspective * Chapter Review * Key Concepts/Terms * Discussion Questions * Case 9.1. Sonic Drive-In--External Forces revive the Concept * Case 9.2. Carnival Corporation--Positioning and Strategy Selection * Chapter 10. Assessing Focal Points and Intuitive Techniques * Chapter Objectives * Types of Marketing Research * Marketing Research Techniques * Five Essential Marketing Intelligence Tools * Marketing Research Presentation Tools * Chapter Review * Key Concepts/Terms * Discussion Questions * Case 10.1. Mailing Less and Making More * Case 1