TY  - BOOK
AU  - Nykiel,Ronald A.
TI  - Handbook of marketing research methodologies for hospitality and tourism
SN  - 9780789034267 (pbk.)
U1  - 647.940688 
PY  - 2007///
CY  - New York
PB  - Haworth Hospitality Press
KW  - Hospitality industry
KW  - Marketing
KW  - Handbooks, manuals, etc
KW  - Tourism
N1  - 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
ER  -