ch05

Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

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Chapter 5

Marketing Information Systems

AndMarketing Research

Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

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The Marketing Information System

Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

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Marketing Information System

Developing Information

InformationAnalysis

InternalDatabases

MarketingResearch

MarketingIntelligence

DistributingInformation

Assessing InformationNeeds

Marketing Managers

Marketing EnvironmentMarketing Environment

Mar

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The Marketing Information System

Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

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• Comment cards

• Registration-membership

• Disguised/mystery shoppers

• Company records

• Exit interviews

• Follow up phone calls

Customer Information

Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

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The Marketing Research Process

Defining the problem andresearch objectives

Developing theresearch planfor collectinginformation

Implementingthe research plan -- collecting and analyzing the data

Interpreting and reporting the findings

Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

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Marketing Research ProcessStep 1. Defining the Problem &

Research Objectives

ExploratoryResearch

DescriptiveResearch

CausalResearch

•Test hypotheses about cause- and-effect relationships.

•Tests hypotheses about cause- and-effect relationships.

•Gathers preliminary information that will help define the problem

and suggest hypotheses.

•Describes things as market potential for a product or the

demographics and consumers’ attitudes.

Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

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Marketing Research ProcessStep 2. Develop the Research Plan

• Research plan development follows these steps:– Determining Specific Information Needs

– Gathering Secondary information

– Planning Primary Data Collection

Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

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Information That Already Exists Somewhere.

+ Obtained More Quickly, Lower Cost.

- Might Not be Usable Data.

Develop the Research PlanGathering Secondary Information

Both Must Be:

Relevant

Accurate

Current

Impartial

Information Collected for the Specific Purpose at Hand.

Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

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Develop the Research Plan Planning Primary Data Collection

Mail Telephone Personal Online

Flexibility Poor Good Excellent Good

Quantity of Data Collected

Good Fair Excellent Good

Control of Interviewer

Excellent Fair Poor Fair

Control of Sample

Fair Excellent Fair Poor

Speed of Data Collection

Poor Excellent Good Excellent

Response Rate Fair Good Good Good

Cost Good Fair Poor Excellent

Contact Methods (Table 4.3)

Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

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Observational Research

Gathering data by

observing people,

actions and situations

(Exploratory)

Experimental Research

Using groups of people to determine cause-and-

effectrelationships

(Causal)

Develop the Research Plan

Planning Primary Data Collection

Survey Research

Asking individuals

about attitudes,

preferences or buying

behaviors (Descriptive)

Research Approaches

Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

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Develop the Research Plan Planning Primary Data Collection

Who is to be surveyed?

(What Sampling Unit?)

How many should besurveyed?

How should thesample be

chosen?

Probability orNon-probability

sampling?Sample -

representative segment of the

population

Sampling Plans

Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

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• 1. Making assumptions• 2. Lack of Qualitative information• 3. Failing to look at segments within a

sample• 4. Improper use of sophisticated statistical

analysis• 5. Sample is not representative of the

population• 6. Using biased questions in surveys

Research Problem Areas

Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

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Development of questions

1. Every question should focus on a topic and measure what you want it to

measure.

• Wrong: Which restaurant do you like the best?

• Right: Which of these restaurants you be most likely to choose for a casual dinner?

• Wrong: When do you usually go to work?• Right: What time do you ordinarily leave

home for work?

Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

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2. Questions should be brief

• Wrong: Can you tell me how many children you have, whether they are girls or boys, and how old they are?

• Right: What is the age and gender of your children?

Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

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3. Use vocabulary the respondent will understand

• Wrong: Are you an exurbanite?

• Right: What is your zip code?

Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

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• Wrong: How long does it take you to find a parking place after you arrive at the restaurant?

• Right: If you drive to the restaurant, how long does it take you to find a parking place after you arrive at the restaurant?

• Might use a screening question first - Do you usually drive to the restaurant. Yes___ No____, If Yes …….

4. Question must be applicable to the respondent

Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

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5. Avoid using examples that can introduce bias

• Wrong: Do you eat pork ribs, even thought they contain a lot of fat?

• Right: How likely are you to order pork ribs when you dine out? Perhaps use this with a 7 point scale.

Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

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6. Make sure the respondent can answer the question

• Wrong: How many times did you dine out last year?

• Right: How many times did you dine out at a fast food restaurant during the last 2 weeks?

Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

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• Wrong: About what time do you ordinarily eat dinner?

• Right: About what time do you dine in the evening?

• Avoid; sometimes, frequently, usually

7. Avoid ambiguous words

Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

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• Wrong: Do you dine out regularly because it is as cheap as eating at home?

• Right: Do you dine out regularly? Why or why not?

8. Avoid double barreled questions

Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

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• 0-10___, 10-15___ not mutually exclusive

• 5-10____, 11-15___, 15+____, not collectively exhaustive

9. Scales- Mutually exclusive – Collectively exhaustive

Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

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Collecting the Data

Processing theData

Analyzing theData

Research Plan

Marketing Research ProcessStep 3. Implementing the Research Plan

Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

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Marketing Research ProcessStep 4. Interpreting and Reporting

FindingsResearcher Should Present Important Findings that are Useful

in the Major Decisions Faced by Management.

Step 1. Interpret the Findings

Step 2. Draw Conclusions

Step 3. Report to Management