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: 658.83Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|---|
Standard Loan | ATU Sligo Yeats Library Main Lending Collection | 658.83 NYK (Browse shelf(Opens below)) | 1 | Available | 0064055 |
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.