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Handbook of marketing research methodologies for hospitality and tourism / Ronald A. Nykiel.

By: Nykiel, Ronald A.
Publisher: New York : Haworth Hospitality Press, c2007Description: xi, 364 p. : ill. ; 27 cm.ISBN: 9780789034267 (pbk.); 0789034263 (pbk.).Subject(s): Hospitality industry -- Marketing -- Handbooks, manuals, etc | Tourism -- Marketing -- Handbooks, manuals, etcDDC classification: 647.940688
Contents:
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.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Graduate Collection Taylor's Library-TU

Floor 4, Shelf 21 , Side 2, TierNo 4, BayNo 6

647.940688 NYK (Browse shelf) 1 Available SHTEx,60001,04,GR 5000041786

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.