Handbook of marketing research methodologies for hospitality and tourism / Ronald A. Nykiel.

ISBN:

9780789034267

Title:

Author:

Nykiel, Ronald A.

Personal Author:

Nykiel, Ronald A.

Publication Information:

New York : Haworth Hospitality & Tourism Press, c2007.

Physical Description:

xi, 364 p. : ill. ; 27 cm.

Contents:

Pt. I. Research and methodologies -- Ch. 1. Defining marketing research, market analysis, and applications -- ch. 2. Primary and secondary research data -- ch. 3. Qualitative research -- ch. 4. Quantitative research -- Pt. II. Market analysis and assessment -- ch. 5. Integrative research -- ch. 6. Analyzing research findings and data -- ch. 7. Location analysis and site evaluation -- ch. 8. The design and components of a feasibility study -- ch. 9. Market assessment for development planning -- ch. 10. Assessing focal points and intuitive techniques -- Pt. III. Marketing research applications -- ch. 11. Marketing research and testing -- ch. 12. Applying research to marketing strategy selection -- ch. 13. Applying research to brand strategy -- ch. 14. Applying research to pricing strategy -- ch. 15. Applying research to customer service and quality initiatives -- Pt. IV. Planning and communications -- ch. 16. Preparing a research-based business review -- ch. 17. The strategic marketing planning process -- ch. 18. Effective presentation and communication of research findings -- Appendix I. Marketing intelligence information sources -- Appendix II. Marketing-related associations -- Appendix III. Top fifty U.S. research firms and web sites -- Appendix IV. Top twenty-five global research organizations and web sites.

Subject Term:

Hospitality industry -- Marketing -- Handbooks, manuals, etc.

Tourism -- Marketing -- Handbooks, manuals, etc.

Market research -- Methodology.

Format:

Books

Electronic Access:

Table of contents only http://www.loc.gov/catdir/toc/ecip072/2006034083.html

Publication Date:

2007

Publication Information:

New York : Haworth Hospitality & Tourism Press, c2007.

Available:*

Shelf Number	Material Type	Copy	Shelf Location	Status
658.83 NYK	Week loan	2	Standard shelving location	Searching... Unknown

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Summary

Discover the bridge between theory and applied research in the hospitality industry

The success of marketing programs is dependent on the knowledge of the trends in the marketplace. Handbook of Marketing Research Methodologies for Hospitality and Tourism is a comprehensive guide that clearly explains analyzing markets, utilizing qualitative and quantitative research methodologies, applying findings to market, development, and marketing strategies for the hospitality industry. The text contains detailed outlines and case studies of several types of research, including feasibility studies, market assessment studies, and site selection studies. Numerous graphic examples and presentation techniques are provided to bridge between theory and applied research with ease.

Handbook of Marketing Research Methodologies for Hospitality and Tourism clearly details, all in a single volume, the application of research methodology to the real world, as well as showing how to effectively communicate findings and recommendations. This resource provides dozens of case examples and close attention to clearly explaining all facets of market analysis. Part one discusses research and methodologies, including primary and secondary data and integrative research. Part two explores market analysis and assessment, including marketing assessment for development planning and assessing focal points and intuitive techniques. The third part helps the reader apply their learned research into strategies. The final section explains market analysis planning and communications, including preparing a research-based business review and the effective presentation of research findings. The text provides appendixes of essential data, and a helpful glossary of terms.

Topics in Handbook of Marketing Research Methodologies for Hospitality and Tourism include:
qualitative market analysis techniques and applications
quantitative market research and analysis techniques and applications
approaches to organized site selection studies, market studies, and project feasibility studies
identification of the processes and sources for key market data for projects, markets, and sites
presentation and communication techniques and strategies for market analysis and research findings
the relationship of market analysis and research to marketing and development strategy selection
and more!

Handbook of Marketing Research Methodologies for Hospitality and Tourism is a perfect resource for upper-level undergraduate students and graduate students in hospitality colleges and schools; hotel and restaurant development and market research personnel in hospitality corporations; and market research firms serving the hospitality industry.