HTM 402 Chapter Notes - Chapter 4-8: The Conference Board, Foodservice, Adventure Travel

• School: Ryerson University
• Department: Hospitality and Tourism Management
• Course: HTM 402
• Professor: Richard Wade

Document Summary

Reliability: the marketing research process, problem formulation, research, design and data collection methods, sample design and data collection, analysis and interpretation, preparation of research report, secondary research. Internal data registrations/reservations; sales mix/consumer mix; databases; enquiries; turnaways . External data government agencies/dmos; magazines, journals, newspapers, radio, tv; associations; research companies and consultants; universities. Individual depth interviews: human observation, case studies. Quantitative/conclusive: surveys = personal interview, telephone, mail. In-house, self- administered: experiments, mechanical observation, simulation, self-administered surveys. Amount of data that can be collected = good. Cost = excellent: sample design & data collection. Sample selection: non-probability sample selection done for ease/convenience, not statistically accurate, probability sample selection done for statistical accuracy. Internal vs. external analysis (internal = strengths and weaknesses & Swot analysis: situational vs. market study. Situational = internally focused: environmental analysis, competition analysis, service analysis, swot analysis. Market study = externally focused: feasibility study 1.