Marketing For Hospitality and Tourism

Marketing for Hospitality and Tourism
Kotler, Bowen and Makens
Marketing Information Systems and Marketing

Research
Chapter 5
Learning Objectives
1. Explain the importance of information in gaining
insights about the marketplace and customers.
2. Explain the concept of the marketing information
system.
3. Outline the marketing research process, including
defining the problem and research objectives,
developing the research plan, implementing the
research plan, and interpreting and reporting the
findings.
4. Explain how companies analyze and use marketing
information.
Marketing for Hospitality and Tourism, 6e
2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved
Marketing Information System

Assessing
Information
Needs
Gathering
Marketing
Intelligence

Developing
Marketing
Information

Sources of Marketing Information

Internal Data
Guest History Information
Guest Information Trends
Guest Comment Cards
Listening to and Speaking with Guests
Automated Systems
Mystery Shoppers
Company Records
Point-of-Sale (POS) Information


Marketing Intelligence
Internal
Sources

Marketing
Intelligence
External
Sources

Marketing Research
Identifies
Identifies and
and
Defines
Defines

Monitors
Monitors and
and
Evaluates
Evaluates
Communicates
Communicates

Marketing Research Process


Marketing Research Objectives
Exploratory
Causal

Descriptive

Developing the Research Plan

Determining
Determining
Specific
Specific
Information
Information
Needs
Needs
Designing
Designing the
the
Sample
Sample

Gathering
Gathering
Secondary
Secondary
Information
Information
Presenting
Presenting the
the
Research
Research Plan
Plan

Research Approaches
Observational
Research
Experimental
Research

Survey
Research

Contact Methods
Mail
Questionnai
re
Telephone
Interviewing
Personal
Interviewin
g
Online
Interview


Sampling Plan
Who will be
surveyed?
How should
the sample
be chosen?

How many
people
should be
surveyed?
When will the

survey be
given?

Research Instruments
Questionnair
es

Research
Instrument
s
Mechanical
Devices

Research Problem Areas

Lack of Qualitative Information
Failing to Look at Segments within a Sample
Improper Use of Sophisticated Statistical Analysis

Failure to Have the Sample Representative of the
Population


Key Terms
Causal research Marketing
Experimental research The
research to test hypotheses about

cause-and-effect relationships.
gathering of primary data by selecting

matched groups of subjects, giving
them different treatments, controlling
related factors, and checking for
differences in group responses.
Data warehouses collect data from a

variety of sources and store it in a one
accessible location.
Descriptive research Marketing
research to better describe marketing
problems, situations, or markets, such
as the market potential for a product or
the demographics and attitudes of
consumers.
Ethnographic research Trained
observers interact with and/or observe
consumers in their natural habitat

Exploratory research Marketing

research to gather preliminary
information that will help to better define
problems and suggest hypotheses.
Internal data Internal data consist of
electronic databases and non-electronic
information and records of consumer
and market information obtained from
within the company.

Key Terms (cont.)

Marketing dashboards are like
MIS (cont.) Information analysts
the instrument panel in a car or plane,

visually displaying real-time indicators
to ensure proper functioning.
process information to make it more

useful. Finally, the MIS distributes
information to managers in the right
form and at the right time to help in
marketing planning, implementation,
and control.
Marketing information system (MIS)

A structure of people, equipment, and
procedures to gather, sort, analyze,
evaluate, and distribute needed, timely,
and accurate information to marketing
decision makers. The MIS begins and
ends with marketing managers, but
managers throughout the organization
should be involved in the MIS. First, the
MIS interacts with managers to assess
their information needs. Next, it
develops needed information from
internal company records, marketing
intelligence activities, and the
marketing research process.
Marketing intelligence Everyday

information about developments in the
marketing environment that help
managers to prepare and adjust
marketing plans.
Marketing research The systematic
design, collection, analysis, and
reporting of data and findings relevant
to a specific marketing situation facing
a company.

Key Terms (cont.)

Mystery shoppers Hospitality
Secondary data Information that
companies often hire disguised or

mystery shoppers to pose as customers
and report back on their experience.
already exists somewhere, having been

collected for another purpose.
Observational research The

gathering of primary data by observing
relevant people, actions, and situations.
Primary data Information collected for
the specific purpose at hand.
Survey research The gathering of

primary data by asking people
questions about their knowledge,
attitudes, preferences, and buying
behavior.
Sample (1) A segment of a population

selected for marketing research to
represent the population as a whole; (2)
Offer of a trial amount of a product to
consumers.



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Marketing for Hospitality and Tourism

Kotler, Bowen and Makens

Marketing Information Systems and Marketing

2014 by Pearson Higher Education, Inc

Marketing Information System