By David Bowie, Francis Buttle
Дэвид Боуи (не путать с рок-певцом) в соавторстве с Френсисом Батлом сумели саккуммулировать в данном шедевре о гостиничном маркетинге весь опыт гостиничной индустрии. Это настольная книга каждого, кто считает себя профессиональным отельером, кто стремится за счет опыта других повышать не только свою квалификацию, но и своих подчиненных.
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Extra info for Hospitality Marketing An Introduction
E. tables into which the data will be put once the research is completed. This discipline forces managers to decide precisely what information is needed. 2 Development of a research plan. Each stage of the research process needs to be carefully planned, with provisional actions, costs, people, planning and deadlines set out. An evaluation of which research methods (the methodology) are most appropriate needs to be based upon the research objectives and budget. 3 Data collection. ); and second, deciding how to collect the information from the sources (using primary or secondary research methods).
De Vere Hotels made the following comment about BDRC in its annual report: ‘the British Hotel Guest Survey is the most comprehensive of its kind … and tracks brand performance across a host of measures such as awareness, preferences and loyalty’. (Source: BDRC) Marketing research process A company can either carry out its own marketing research (this is called in-house) or contract out the marketing research to a specialist agency. Although marketing research agencies can appear to be more expensive, as specialists in their field they will have the expertise, experience, qualified staff, connections and appropriate equipment to carry out the research professionally.
Primary data Primary data consist of original information collected by an organization for a specific purpose. The data have not been published before. The organization conducting or commissioning the research determines the research objectives and research questions. The data are collected directly to provide answers to those questions. Primary research is more costly than secondary research. The advantages of primary research include the following: ᭹ ᭹ ᭹ The ability to frame the research questions to the needs of the organization Research is current and not dated The research is confidential to the commissioning organization.
Hospitality Marketing An Introduction by David Bowie, Francis Buttle