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TRANSCRIPT
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
1
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
2
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
3
Marketing Information System
Developing Information
InformationAnalysis
InternalDatabases
MarketingResearch
MarketingIntelligence
DistributingInformation
Assessing InformationNeeds
Marketing Managers
Marketing EnvironmentMarketing Environment
Mar
keti
ng
Dec
isio
ns
and
C
om
mu
nic
atio
ns
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
9
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