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Handbook of marketing research methodologies for hospitality and tourism

By: Nykiel, Ronald A.
Publisher: New York : The Haworth Hospitality & Tourism Press, 2007Description: xii, 364 p. : ill. ; 21 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780789034267; 9780789034267:; 0789034263.Subject(s): Hospitality industry -- Marketing -- Handbooks, manuals, etc | Tourism -- Marketing -- Handbooks, manuals, etcDDC classification: 658.83
Contents:
Acknowledgements -- About the author -- Introduction -- Part I : research and methodologies. Chapter 1 : defining marketing research, market analysis, and applications. Chapter 2 : primary and secondary research data. Chapter 3 : qualitative research. Chapter 4 : quantitative research. Chapter 5 : integrative research -- Part II : market analysis and assessment. Chapter 6 : analyzing research findings and data. Chapter 7 : location analysis and site evaluation. Chapter 8 : the design and components of a feasibility study. Chapter 9 : market assessment for development planning. Chapter 10 : assessing focal points and intuitive techniques -- Part III : marketing research applications. Chapter 11 : marketing research and testing. Chapter 12 : applying research to marketing strategy selection. Chapter 13 : applying research to brand strategy. Chapter 14 : applying research to pricing strategy. Chapter 15 : applying research to customer service and quality initiatives -- Paert IV : planning and communications. Chapter 16 : preparing a research-based business review. Chapter 17 : the strategic marketing planning process. Chapter 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 -- Glossary -- Bibliography -- Index.
Summary: This comprehensive guide clearly explains analysing markets, utilising qualitative and quantitative research methodologies, applying findings to market, development, and marketing strategies for the hospitality industry.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.83 NYK (Browse shelf(Opens below)) 1 Available 0064055
Total holds: 0

Includes bibliographic references and index.

Acknowledgements -- About the author -- Introduction -- Part I : research and methodologies. Chapter 1 : defining marketing research, market analysis, and applications. Chapter 2 : primary and secondary research data. Chapter 3 : qualitative research. Chapter 4 : quantitative research. Chapter 5 : integrative research -- Part II : market analysis and assessment. Chapter 6 : analyzing research findings and data. Chapter 7 : location analysis and site evaluation. Chapter 8 : the design and components of a feasibility study. Chapter 9 : market assessment for development planning. Chapter 10 : assessing focal points and intuitive techniques -- Part III : marketing research applications. Chapter 11 : marketing research and testing. Chapter 12 : applying research to marketing strategy selection. Chapter 13 : applying research to brand strategy. Chapter 14 : applying research to pricing strategy. Chapter 15 : applying research to customer service and quality initiatives -- Paert IV : planning and communications. Chapter 16 : preparing a research-based business review. Chapter 17 : the strategic marketing planning process. Chapter 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 -- Glossary -- Bibliography -- Index.

This comprehensive guide clearly explains analysing markets, utilising qualitative and quantitative research methodologies, applying findings to market, development, and marketing strategies for the hospitality industry.

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