marketing research by the end of this session you will be able to: understand the need for marketing...
TRANSCRIPT
Marketing Research
By the end of this session you will be able to:
Understand the need for marketing research in leisure & tourism
Review the methods used for marketing research
Construct a questionnaire
Definition
The Objective gathering, recording & analysing of all the facts about problems relating to the transfer and sale of goods and services from producer and services to consumer or user. CIM
Collection of data with the single intention of using it to make an organisation’s marketing activities more effective Swarbrook & Horner (1999)
Thus marketing research should include the constant collection, analysis & dissemination of information for planning, control and decision making purposes
Specific Uses of Marketing ResearchSwarbrooke & Horner (1999) Identify opportunities for product development Set prices in relation to those of competitors and to what consumers
are wiling to pay Ensure the distribution network is working effectively Select the best combination of promotional techniques and the most
appropriate advertising media. Subdivide the total market into segments which can be targeted by
the organisation Make adjustment to customer service in the light of customer
comments Review & change brands and logos Make decisions about investment in new facilities Choose locations for eg new hotels/theme parks Suggest opportunities for diversification
Data Required
Statistical profiles of tourists Statistical records of tourist behaviour Info on tourists purchasing decisions Consumer perceptions Tourist satisfaction Trends Segmentation criteria Product positioning Attitude of non users Cultural & national differences
Practicalities
What information is needed Depends on the objectives of the receiving
organisation Must be agreed between decision makers
and specific information requirements identified
Market Research Programme Research Brief
Plan of Work
Collection of Data
Analysis of Data
Presentation of Data
Methods
Basic Marketing Research Applied Marketing Research http://www.youtube.com/watch?v=JqEFtz2YGyA Proactive Reactive
Quantitative Qualitative
Sources of Marketing Research Data
Marketing Research
Internal Information
In-house research
External/secondary information
Outside research of existing resources
Primary Information
Commissioned research
External Sources of Tourism Information Domestic socio-economic data Industrial classification data Mintel reports Leisure Forecasts (Sheffield Leisure Industries
Research Centre) Trade Journals Social Trends Henley Centre for Forecasting/Keynote Staruk.org.uk
Primary Data Collection
Involves the collection of new data which is to be used for a specific purpose.
Defining the Population - who is it?
Census v Sample Census – everybody in the relevant populationSample – subset selected
Sampling Most common – why?
Sample must Be large enough to ensure statistical reliability Representative of the population about which
conclusions are to be drawn.
Types of Sampling Methods Random stratified random Convenience cluster Quota
Survey MethodsAccess the sample – things to bear in mindMore likely to cooperate if Purpose of survey is clear They have the time and place to complete Incentive They do not have to make a special effort
Methods Face to face interview Postal survey Telephone survey Surveys provided at point of contact
Questionnaire Design Why use questionnaires?
Veal (1999)
Quantified information that questionnaires provide can inform decision making of organisations
Provides a transparent set of research procedures Able to study change over time using longitudinal
surveys Can provide information in a succinct easily
understood form Where data is required from samples which are
explicitly representative of a defined wider population
IssuesVeal 1999
Depends on power of recall and honesty of respondents
Chase & Godbey (1983) respondents exaggerate levels of participation
Clarke & Critcher (1985) “there is always a gap between what people say and what they actually do” p27
FINN et al (2000) “Response rates of between 10 and 40% are quite common” p102
PRACTICAL STEPS TO QUESTIONNNAIRE DESIGN
What is the aim of the research? From the aim identify the research questions
Turn the objectives into research questions
Construct the questionnaire questions from the research questions
How will you identify the influence of different variables?
ASKING THE QUESTIONSWHAT TYPES OF QUESTIONS CAN BE
ASKED? Closed v open questions Sequencing Length of questions Length of questionnaireTYPES OF QUESTIONS Dichotomous Ranking Interval level measurements Likert scale Bipolar
QUESTION CONSTRUCTION
USE A LINGUISTIC FORM APPROPRIATE TO THE POPULATION UNDER INVESTIGATION
BIAS, LEADING AND LOADED QUESTIONS
RESPONSE LISTS
METHOD OF SURVEY
POSTAL TELEPHONE ELECTRONIC http://www.surveymonkey.com/?cmpid=gb:ps:google&gclid=CNDHp
frajaACFZqY2AodJ1SseQ
http://www.esurveyspro.com/article-steps-online-questionnaire.aspx
INTERVIEW – FACE TO FACE
Reading
Finn, M., Elliott-White, M. and Walton, M. (2000) Tourism and Leisure Research Methods, Harlow: Longman - Chapter 6
Veal (1999) Research Methods for Leisure and Tourism, Harlow: Longman - Chapter 9
Saunders.M, et al (2007), Research methods for business students