Nykiel, Ronald A.
Handbook of marketing research methodologies for hospitality and tourism / Ronald A. Nykiel. - New York : Haworth Hospitality Press, c2007. - xi, 364 p. : ill. ; 27 cm.
Includes biliographical references and index.
Part I: Research and methodologies: 1. Defining marketing research, market analysis, and applications - 2. Primary and secondary research data - 3. Qualitative research - 4. Quantitative research - 5. Integrative research -- Part II: Market analysis and assessment: 6. Analyzing research findings and data - 7. Location analysis and site evaluation - 8. The design and components of a feasibility study - 9. Market assessment for development planning - 10. Assessing focal points and intuitive techniques -- Part III: Marketing research applications: 11. Marketing research and testing - 12. Applying research to marketing strategy selection - 13. Applying research to brand strategy - 14. Applying research to pricing strategy - 15. Applying research to customer service and quality initiatives -- Part IV: Planning and communications: 16. Preparing a research-based business review - 17. The strategic marketing planning process - 18. Effective presentation and communication of research findings.
9780789034267 (pbk.) 0789034263 (pbk.)
Hospitality industry--Marketing--Handbooks, manuals, etc.
Tourism--Marketing--Handbooks, manuals, etc.
647.940688 / NYK
Handbook of marketing research methodologies for hospitality and tourism / Ronald A. Nykiel. - New York : Haworth Hospitality Press, c2007. - xi, 364 p. : ill. ; 27 cm.
Includes biliographical references and index.
Part I: Research and methodologies: 1. Defining marketing research, market analysis, and applications - 2. Primary and secondary research data - 3. Qualitative research - 4. Quantitative research - 5. Integrative research -- Part II: Market analysis and assessment: 6. Analyzing research findings and data - 7. Location analysis and site evaluation - 8. The design and components of a feasibility study - 9. Market assessment for development planning - 10. Assessing focal points and intuitive techniques -- Part III: Marketing research applications: 11. Marketing research and testing - 12. Applying research to marketing strategy selection - 13. Applying research to brand strategy - 14. Applying research to pricing strategy - 15. Applying research to customer service and quality initiatives -- Part IV: Planning and communications: 16. Preparing a research-based business review - 17. The strategic marketing planning process - 18. Effective presentation and communication of research findings.
9780789034267 (pbk.) 0789034263 (pbk.)
Hospitality industry--Marketing--Handbooks, manuals, etc.
Tourism--Marketing--Handbooks, manuals, etc.
647.940688 / NYK