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Handbook of marketing research methodologies for hospitality and tourism/
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| Format: | Printed Book |
| Published: |
New York:
Routledge,
2007.
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| Subjects: | |
| Online Access: | https://books.google.co.in/books?id=05LjPDRSSGkC&printsec=frontcover&dq=Handbook+of+marketing+research+methodologies+for+hospitality+and+tourism+/&hl=en&sa=X&ved=0ahUKEwj_2YLMyqfOAhWGr48KHYxPC4YQ6AEIKzAA#v=onepage&q=Handbook%20of%20marketing%20research%20methodologies%20for%20hospitality%20and%20tourism%20%2F&f=false |
Table of 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.