Handbook of marketing research methodologies for hospitality and tourism:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York, NY [u.a.]
Routledge
c2007
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Table of contents only Inhaltsverzeichnis |
| Beschreibung: | XI, 364 S. graph. Darst. 27 cm |
| ISBN: | 9780789034267 0789034263 |
Internformat
MARC
| LEADER | 00000nam a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV035432304 | ||
| 003 | DE-604 | ||
| 005 | 20140415 | ||
| 007 | t | ||
| 008 | 090414s2007 xxud||| |||| 00||| eng d | ||
| 010 | |a 2006034083 | ||
| 015 | |a GBA764926 |2 dnb | ||
| 020 | |a 9780789034267 |9 978-0-7890-3426-7 | ||
| 020 | |a 0789034263 |c pbk. |9 0-7890-3426-3 | ||
| 035 | |a (OCoLC)633703517 | ||
| 035 | |a (DE-599)BVBBV035432304 | ||
| 040 | |a DE-604 |b ger |e aacr | ||
| 041 | 0 | |a eng | |
| 044 | |a xxu |c US | ||
| 049 | |a DE-859 |a DE-739 | ||
| 050 | 0 | |a TX911.3.M3 | |
| 082 | 0 | |a 910.68/8 | |
| 084 | |a QQ 960 |0 (DE-625)142015: |2 rvk | ||
| 100 | 1 | |a Nykiel, Ronald A. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Handbook of marketing research methodologies for hospitality and tourism |c Ronald A. Nykiel |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a New York, NY [u.a.] |b Routledge |c c2007 | |
| 300 | |a XI, 364 S. |b graph. Darst. |c 27 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Hospitality industry |x Marketing |v Handbooks, manuals, etc | |
| 650 | 4 | |a Tourism |x Marketing |v Handbooks, manuals, etc | |
| 856 | 4 | |u http://www.loc.gov/catdir/toc/ecip072/2006034083.html |3 Table of contents only | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017352671&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-017352671 | ||
Datensatz im Suchindex
| _version_ | 1804138874781302784 |
|---|---|
| adam_text | CONTENTS
Acknowledgments xi
Introduction 1
PART I: RESEARCH AND METHODOLOGIES
Chapter 1. Defining Marketing Research, Market Analysis, and Applications 5
Chapter Objectives 5
Purpose 5
Process 6
Techniques 9
Segmentation, Targeting, and Positioning (STP) 18
Chapter Review 19
Key Concepts/Terms 19
Discussion Questions 20
Case 1.1. Hyatt Corporation—A Variation of the Singleness Strategy
Through Product Type/Identification and Market Segment Positioning 20
Case 1.2. Toyota Motor Corporation—Positioning to Perfection 21
Chapter 2. Primary and Secondary Research Data 25
Chapter Objectives 25
Primary Research Data 25
Sampling 28
Secondary Research Data 29
Sources of Data 30
Chapter Review 35
Key Concepts/Terms 35
Discussion Questions 36
Case 2.1. Looking Within—Observation 36
Case 2.2. The Power of the Survey and Award 37
Chapter 3. Qualitative Research 39
Chapter Objectives 39
Definition and Role 39
Advantages, Disadvantages, and Perspectives 40
Types and Techniques 41
Qualitative Data Analysis 45
Chapter Review 48
Key Concepts/Terms 48
Discussion Questions .49
Case 3.1. Carlson Companies, Inc. 49
Case 3.2. American Express Card Member Services 53
Chapter 4. Quantitative Research 55
Chapter Objectives 55
Definition 55
Advantages and Disadvantages 55
Types of Quantitative Research 56
Research Design Elements 58
Questionnaires: Design, Statistical Analysis, and Scales 60
Sampling 61
Applications in the Services Sector 62
Components of a Quantitative Research Plan 62
Chapter Review 63
Key Concepts/Terms 64
Discussion Questions 64
Case 4.1. Starwood Hotels and Resorts Worldwide, Inc. 65
Chapter 5. Integrative Research 71
Chapter Obj ectives 71
Definition 71
Advantages and Disadvantages 71
Triangulation 72
Case Studies 73
Action Research 75
Academic versus Applied Action Research 76
Issues 77
Chapter Review 78
Key Concepts/Terms 78
Discussion Questions 78
Case 5.1. Stouffer Hotels and Resorts: Competitive Strategy 79
PART II: MARKET ANALYSIS AND ASSESSMENT
Chapter 6. Analyzing Research Findings and Data 99
Chapter Objectives 99
Analysis of Qualitative Research Findings 99
Analysis of Quantitative Data 102
Perspectives 110
Chapter Review 110
Key Concepts/Terms 111
Discussion Questions .111
Case6.1.Chick-fil-A—Assessment, Prioritization, and Action 112
Chapter 7. Location Analysis and Site Evaluation 115
Chapter Objectives 115
Timing 115
Land Acquisition Considerations 116
Land Selection Guidelines . 118
Chapter Review 126
Key Concepts/Terms 126
Discussion Questions 127
Case 7.1. Foxwoods Resort Casino—A Megaforce 127
Chapter 8. The Design and Components of a Feasibility Study 131
Chapter Objectives 131
. Definitions 131
Market Feasibility Studies Overview 132
Conducting Feasibility Studies 136
Sample Design and Components of a Feasibility Study 140
Chapter Review 148
Key Concepts/Terms 151
Discussion Questions 152
Case 8.1. Best Sites, Great Location, a Very Positive Feasibility Study—Oops:
We Didn t Know! 152
Chapter 9. Market Assessment for Development Planning 155
Chapter Objectives 155
Introduction to the Development Planning Process 155
Development Plan Organization 159
Sample Development Plan Outline 162
Development Planning in Perspective 163
Chapter Review. 163
Key Concepts/Terms 164
Discussion Questions 165
Case 9.1. Sonic Drive-in—External Forces Revive the Concept 165
Case 9.2. Carnival Corporation—Positioning and Strategy Selection 169
Chapter 10. Assessing Focal Points and Intuitive Techniques 175
Chapter Objectives 175
Types of Marketing Research 176
Marketing Research Techniques 179
Five Essential Marketing Intelligence Tools 181
Marketing Research Presentation Tools 181
Chapter Review 185
Key Concepts/Terms 186
Discussion Questions 186
Case 10.1. Mailing Less and Making More 186
Case 10.2. Caesars Palace—Understanding the Focal Points of the Market 187
PART III: MARKETING RESEARCH APPLICATIONS
Chapter 11. Marketing Research and Testing 191
Chapter Objectives 191
Why, When, and When Not to Test 192
Research and Testing Environments 193
Developing Testing Programs 194
Focal Points and Sources of Information 196
Chapter Review 197
Key Concepts/Terms 197
Discussion Questions 198
Case 11.1. Great Testing/Poor Market Research—Award/Sales Decline 198
Chapter 12. Applying Research to Marketing Strategy Selection 201
Chapter Objectives 201
Understanding the Environment 201
Focal Points for Marketing Strategy 202
The New Five Ps 203
Selecting Marketing Weaponry 206
Chapter Review 211
Key Concepts/Terms 211
Discussion Questions 212
Case 12.1. Starbucks Coffee—The Rising Star 212
Case 12.2. Frequency Programs 214
Case 12.3. Gaylord Opryland Resort and Convention Center, Nashville 217
Chapter 13. Applying Research to Brand Strategy 221
Chapter Objectives 221
Brand Evolution 221
Components of Brand Strategy 222
Implementing Brand Strategy 225
Strategies for a New Brand Launch 226
Chapter Review 227
Key Concepts/Terms 227
Discussion Questions 228
Case 13.1. Cendant—Premier Brand Collector 228
Case 13.2. SYSCO—Leader in the Procurement Arena 229
Chapter 14. Applying Research to Pricing Strategy 235
Chapter Objectives 235
Pricing Basics 235
Breakeven Analysis 236
Influences on Pricing Strategies . 237
Pricing Techniques 238
Chapter Review 240
Key Concepts/Terms 240
Discussion Questions 240
Case 14.1. Same Price—They Win 240
Case 14.2. Pay Later/Value Added 241
Chapter 15. Applying Research to Customer Service and Quality Initiatives 243
Chapter Objectives 243
Understanding Customer Expectations _ 243
Points of Encounter: Ten Steps to Service Success 245
Customer Satisfaction Strategies 251
Quality Initiative Benchmarks 253
Directions and Trends 256
Chapter Review 256
Key Concepts/Terms 257
Discussion Questions 258
Case 15.1. Southwest Airlines—The Customer s Airline 25 8
Case 15.2. Hertz Corporation—Continuously Improving Product
and Customer Service Delivery 264
Case 15.3. Gleneagles Country Club—Customer Satisfaction
Through Creative Marketing 266
PART IV: PLANNING AND COMMUNICATIONS
Chapter 16. Preparing a Research-Based Business Review 271
Chapter Objectives 271
The Significance of Market Information 271
Key Components of the Business Review 273
More Ideas and Applications 274
Chapter Review 275
Key Concepts/Terms 275
Discussion Questions 276
Case 16.1. Holiday Inns, Inc.—Recognizing Change 276
Chapter 17. The Strategic Marketing Planning Process 281
Chapter Objectives 281
Financial Considerations 281
Research and Required Information 282
Analysis of Research and Information 286
The Strategic Marketing Plan 288
A Sample Strategic Marketing Plan 291
Chapter Review 303
Key Concepts/Terms 303
Discussion Questions 303
Case 17.1. Continental Airlines 303
Chapter 18. Effective Presentation and Communication of Research Findings 309
Chapter Objectives 309
Research Findings and Presentation Techniques 309
Appealing to the Senses 310
Scripting the Presentation 312
Chapter Review 313
Key Concepts/Terms 313
Discussion Questions 314
Case 18.1. Very Effective Presentations and Communications—Lose-Win-Win 314
APPENDIXES
Appendix I. Marketing Intelligence Information Sources 319
Appendix II. Marketing-Related Associations 321
Appendix III. Top Fifty U.S. Research Firms and Web Sites 325
Appendix IV. Top Twenty-Five Global Research Organizations
and Web Sites 329
Glossary 331
Bibliography 345
Index 349
|
| any_adam_object | 1 |
| author | Nykiel, Ronald A. |
| author_facet | Nykiel, Ronald A. |
| author_role | aut |
| author_sort | Nykiel, Ronald A. |
| author_variant | r a n ra ran |
| building | Verbundindex |
| bvnumber | BV035432304 |
| callnumber-first | T - Technology |
| callnumber-label | TX911 |
| callnumber-raw | TX911.3.M3 |
| callnumber-search | TX911.3.M3 |
| callnumber-sort | TX 3911.3 M3 |
| callnumber-subject | TX - Home Economics |
| classification_rvk | QQ 960 |
| ctrlnum | (OCoLC)633703517 (DE-599)BVBBV035432304 |
| dewey-full | 910.68/8 |
| dewey-hundreds | 900 - History & geography |
| dewey-ones | 910 - Geography and travel |
| dewey-raw | 910.68/8 |
| dewey-search | 910.68/8 |
| dewey-sort | 3910.68 18 |
| dewey-tens | 910 - Geography and travel |
| discipline | Wirtschaftswissenschaften Geographie |
| edition | 1. publ. |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01499nam a2200397zc 4500</leader><controlfield tag="001">BV035432304</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20140415 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">090414s2007 xxud||| |||| 00||| eng d</controlfield><datafield tag="010" ind1=" " ind2=" "><subfield code="a">2006034083</subfield></datafield><datafield tag="015" ind1=" " ind2=" "><subfield code="a">GBA764926</subfield><subfield code="2">dnb</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780789034267</subfield><subfield code="9">978-0-7890-3426-7</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0789034263</subfield><subfield code="c">pbk.</subfield><subfield code="9">0-7890-3426-3</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)633703517</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV035432304</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">aacr</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">xxu</subfield><subfield code="c">US</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-859</subfield><subfield code="a">DE-739</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">TX911.3.M3</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">910.68/8</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QQ 960</subfield><subfield code="0">(DE-625)142015:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Nykiel, Ronald A.</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Handbook of marketing research methodologies for hospitality and tourism</subfield><subfield code="c">Ronald A. Nykiel</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">1. publ.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">New York, NY [u.a.]</subfield><subfield code="b">Routledge</subfield><subfield code="c">c2007</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XI, 364 S.</subfield><subfield code="b">graph. Darst.</subfield><subfield code="c">27 cm</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Hospitality industry</subfield><subfield code="x">Marketing</subfield><subfield code="v">Handbooks, manuals, etc</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Tourism</subfield><subfield code="x">Marketing</subfield><subfield code="v">Handbooks, manuals, etc</subfield></datafield><datafield tag="856" ind1="4" ind2=" "><subfield code="u">http://www.loc.gov/catdir/toc/ecip072/2006034083.html</subfield><subfield code="3">Table of contents only</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017352671&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-017352671</subfield></datafield></record></collection> |
| id | DE-604.BV035432304 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T21:35:08Z |
| institution | BVB |
| isbn | 9780789034267 0789034263 |
| language | English |
| lccn | 2006034083 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017352671 |
| oclc_num | 633703517 |
| open_access_boolean | |
| owner | DE-859 DE-739 |
| owner_facet | DE-859 DE-739 |
| physical | XI, 364 S. graph. Darst. 27 cm |
| publishDate | 2007 |
| publishDateSearch | 2007 |
| publishDateSort | 2007 |
| publisher | Routledge |
| record_format | marc |
| spelling | Nykiel, Ronald A. Verfasser aut Handbook of marketing research methodologies for hospitality and tourism Ronald A. Nykiel 1. publ. New York, NY [u.a.] Routledge c2007 XI, 364 S. graph. Darst. 27 cm txt rdacontent n rdamedia nc rdacarrier Hospitality industry Marketing Handbooks, manuals, etc Tourism Marketing Handbooks, manuals, etc http://www.loc.gov/catdir/toc/ecip072/2006034083.html Table of contents only HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017352671&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Nykiel, Ronald A. Handbook of marketing research methodologies for hospitality and tourism Hospitality industry Marketing Handbooks, manuals, etc Tourism Marketing Handbooks, manuals, etc |
| title | Handbook of marketing research methodologies for hospitality and tourism |
| title_auth | Handbook of marketing research methodologies for hospitality and tourism |
| title_exact_search | Handbook of marketing research methodologies for hospitality and tourism |
| title_full | Handbook of marketing research methodologies for hospitality and tourism Ronald A. Nykiel |
| title_fullStr | Handbook of marketing research methodologies for hospitality and tourism Ronald A. Nykiel |
| title_full_unstemmed | Handbook of marketing research methodologies for hospitality and tourism Ronald A. Nykiel |
| title_short | Handbook of marketing research methodologies for hospitality and tourism |
| title_sort | handbook of marketing research methodologies for hospitality and tourism |
| topic | Hospitality industry Marketing Handbooks, manuals, etc Tourism Marketing Handbooks, manuals, etc |
| topic_facet | Hospitality industry Marketing Handbooks, manuals, etc Tourism Marketing Handbooks, manuals, etc |
| url | http://www.loc.gov/catdir/toc/ecip072/2006034083.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017352671&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT nykielronalda handbookofmarketingresearchmethodologiesforhospitalityandtourism |