| Description |
1 online resource (xi, 364 pages) : illustrations |
| Physical Medium |
polychrome |
| Description |
text file |
| Bibliography |
Includes bibliographical references (pages 345-347) and index. |
| 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. |
| Summary |
"The Handbook of Marketing Research Methodologies for Hospitality and Tourism is a guide that explains analyzing markets, utilizing qualitative and quantitative research methodologies, applying findings to market, development, and marketing strategies for the hospitality industry. The text contains 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."--Jacket. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Hospitality industry -- Marketing -- Handbooks, manuals, etc.
|
|
Hospitality industry -- Marketing. |
| Genre/Form |
Handbooks and manuals.
|
| Subject |
Tourism -- Marketing -- Handbooks, manuals, etc.
|
|
Tourism -- Marketing. |
| Genre/Form |
Electronic books.
|
|
Handbooks and manuals.
|
| Other Form: |
Print version: Nykiel, Ronald A. Handbook of marketing research methodologies for hospitality and tourism. New York : Haworth Hospitality & Tourism Press, ©2007 9780789034267 (DLC) 2006034083 (OCoLC)73502603 |
| ISBN |
9781136610882 (electronic book) |
|
113661088X (electronic book) |
|
9780789034267 |
|
0789034263 |
|
