Unit 18 - AB3 - les 2

• Horeca
• MBO
• Studiejaar 2

Unit 18 - AB3 Marketing research in hospitality

Answer the following question, linked to the word....

Primary research

  

New data (ad) 

Tailored to company needs (ad) 

Up to date (ad) 

Time-consuming to collect (dis) 

Expensive to collect (dis) 

 

Qualitative research: 

Group interviews 

 

Quantitative research: 

Surveys  

Secondary research

Existing data (ad) 

Not specific to company needs (dis) 

May be out of date (dis) 

Quick to collect (ad) 

Cheaper to collect (ad) 

 

Internal research: 

Internal sales data 

 

External research: 

Agency research 

Task 1 - First part

Write a report in which you explain;

- the meaning of primary and secondary research

-  types of data that each can generate for 

hospitality businesses

- make sure you refer to qualitative and quantitative data

- explain the advantages and disadvantages of the 

different methods

Task 1 - Second part

Now that you have described the different research methods, you are going to design and implement one of these research methods, to collect data for a specific product.

Example

The student's preferences and needs for a canteen lunch at ROC Friese Poort Sneek could be investigated.

Which research method is needed - primary or secondary?

Which method are you going to use to collect the data?

Group activity - 30 min.

Four groups

You are going to brainstorm about what research you could do. Which business, what product or service, and which research method is needed to collect the data? 

Put the information in a Word document.

Your research

"Keep it simple, but keep in mind that there should be enough data available to analyse the customers' preferences and needs."

Groups

Group 1	Group 2	Group 3	Group 4
Idskje Djé Jorn Emiel	Kelvin Ilse Lieke Maaike Wessel	Lucia Nicole Minke Niels Wouter	Nena Sander Stijn Yaron

Deadline

Task 1 - Wednesday June 10

Task 2 - Wednesday June 24

Work out task 1, including the research

Next week

Peer feedback on the ideas. Start with collecting data for your research.