Unit 18 - AB3 - les 2

Unit 18 - AB3 Marketing research in hospitality

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HorecaMBOStudiejaar 2

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Unit 18 - AB3 Marketing research in hospitality

Slide 1 - Diapositive

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

Slide 2 - Diapositive

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May be out of date (dis)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

Slide 3 - Diapositive

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

Slide 4 - Diapositive

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.

Slide 5 - Diapositive

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?

Slide 6 - Diapositive

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.