CONSTRUCT AND APPLY
TOURISM PRODUCT RESEARCH
D2.TCS.CL5.04
Slide 1
Subject Elements
This unit comprises five Elements:
1. Define the need for tourism product research
2. Develop the research to be undertaken
3. Conduct the tourism product research
4. Interpret the research results
5. Apply product research knowledge
Slide 2
Assessment
Assessment for this unit may include:

Oral questions

Written questions

Work projects

Workplace observation of practical skills

Practical exercises

Formal report from supervisor
Slide 3
Element 1 - Define the need for
tourism product research
1.1
Explain the context within which the
product research needs to occur
1.2
Identify the tourism product to be
researched
1.3
Identify the objectives of the research
1.4
Identify the research data that needs to
be obtained
Slide 4
1.1
Explain the context within which the
product research needs to occur
When developing products and services, there are many
factors that need to be considered, both inside and outside
the organisation.

Conducting research

Focus of tourism product research

Context of research
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1.2
Identify the tourism product to be
researched
It is important to focus your research on dedicated areas
of your business that you may feel can be validated or
improved for continued business success.

Internal aspects to be researched
 Company
 Customers

Changing customer demand trends
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1.3
Identify the objectives of the
research
It is firstly important to understand the purpose of the
research activity.
Objectives of the research may be related to:

Gathering data

Comparing alternatives

Assessing the market place

Predicting trends

Identifying the specific tourism products

Making a product-related decision
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1.4
Identify the research data that needs
to be obtained
Market research is a systematic and objective quest for
data relevant to solving defined problems.
Essentially, you will need data to address issues, such as:

The market type, size and location

What your market share will be

The performance of your competitors

Customers with like needs or wants so that you can
group them

What the actual customer needs are

What products and services need to be provided to
meet these needs
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1.4
Identify the research data that needs
to be obtained
Types of research data collected.

Primary data

Secondary data

Qualitative data

Quantitative data
Slide 9
Element 2 - Develop the research to be
undertaken
2.1
Decide the primary data that needs to be
obtained
2.2
Select the research methods to be applied
2.3
Develop the survey instruments
2.4
Identify the need for external professional
assistance
2.5
Identify the sample size to be researched
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2.1
2.2
Decide the primary data that needs to be
obtained
Select the research methods to be applied

Considerations when collecting data

Plan research according to organisational
policies and procedures

Identify preferred research methods
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2.3
Develop the survey instruments
When you are developing the actual survey instruments it
is important to:

Make sure the instruments will capture all the required
information

Take time to craft these instruments, rather than hastily
throw anything together
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2.4
Identify the need for external
professional assistance
At times you may be required to seek external assistance
for a number of reasons.

Reasons to seek external assistance

Types of external assistance
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2.5
Identify the sample size to be
researched
You have discussed and confirmed the survey
instruments that you will use as part of your research
activity. It is now time to identify the 'size' of the
research that is to be conducted.

Planning sample size

Identification of ideal sample size

Considerations when identifying
sample size
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Element 3 - Conduct the tourism product
research
3.1
Apply the identified research methods and survey
instruments
3.2
Record the research results
3.3
Monitor the effectiveness of the research
3.4
Take action to capture research data identified as
absent
3.5
Monitor the topic of the research
3.6
Follow-up on issues raised during the research
process
Slide 15
3.1
Apply the identified research
methods and survey instruments
Survey instruments have been planned and prepared, with
sample sizes and boundaries for which research activities
are to be conducted. It is time to actually start the research
process.

Applying research plan

Plan research activities to be performed by others

Sourcing data information
Slide 16
3.2
Record the research results
Once relevant information has been sourced and
identified, it must be filed for future use as deemed most
appropriate by the enterprise and in-keeping with any
relevant policies and procedures.

Process of recording research results

Storing research results
Slide 17
3.3 Monitor the effectiveness of the research
3.5 Monitor the topic of the research
Once the research plan has been implemented, it is important
that it is monitored to ensure that is stays on track, either in
terms of purpose, timing or budget to name a few parameters.

Monitoring the research plan

Monitoring the research topic

Monitoring administration of research
activities performed by others
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3.4
3.6
Take action to capture research data
identified as absent
Follow-up on issues raised during the
research process
As part of this monitoring process it is imperative that any
areas of research that is not producing desired results or
sufficient information of sample sizes receives timely
attention.

Action to capture absent research data

Searching for additional information

Types of requests for additional information

Follow up activities
Slide 19
Element 4 - Interpret the research results
4.1
Ensure all identified research activities have
been completed as planned
4.2
Analyse the data that has been captured
4.3
Integrate primary and secondary research
findings
4.4
Prepare a written report
4.5
Obtain direction on action to be taken
Slide 20
4.1
Ensure all identified research
activities have been completed as
planned
It is now time to ensure that you have collected sufficient
data to enable you to achieve your research objectives and
to review the data and determine its importance, accuracy
and relevancy.

Ensuring completion of all research activities

Verification of data collected

Objectives of reviewing captured data
Slide 21
4.2
Analyse the data that has been
captured
Analysis of data is a process of inspecting, cleaning, transforming,
and modelling data with the goal of highlighting useful information.

Activities associated with analysing data

Refresh research objectives

Interpreting data

Analysis of 'quantitative' information

Analysis of 'qualitative' information

Descriptive data analysis

Inferential data analysis

Data mining
Slide 22
4.3

Integrate primary and secondary
research findings
Whilst there may be vast amounts of information that
may be of benefit, it is time to identify:
 Which pieces of information do not need to be
communicated or are not relevant
 Which pieces of information are essential
 Key points that need to be communicated
 The order of priority for communicating
information
 How to structure the information in a way that
addresses original objectives

Activities associated with integrating captured data
Slide 23
4.3
Integrate primary and secondary
research findings

Summarising analysis as the basis for recommendations

Identify possible topics for recommendation

Suggestions as to what to do to leverage on identified
strengths

Recommendation to address identified
weaknesses

Strategies for addressing identified opportunities
and threats

Recommendations for changing the organisational
structure of the business

Recommendations to enable greater compliance

Recommendations to address future activity
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4.4
Prepare a written report
Whilst this section title focuses primarily on the preparation
of a 'written report', in many cases a report may be
presented to key stakeholders using a number of methods.

Presentation considerations

Outline presentation objectives

Identify formats of presentations

Place the information in order

Contents of written report
Slide 25
4.5
Obtain direction on action to be taken
When the final written report has been prepared, it is now
time to submit it for feedback, comment and to obtain
direction for action that can be taken.

Providing research information to stakeholders

Seeking stakeholder feedback

Seeking stakeholder questions

Providing answers to stakeholder questions

Obtaining direction on action
Slide 26
Element 5 - Apply product research
knowledge
5.1
Identify tourism products to be developed or
promoted
5.2
Plan a relevant campaign
5.3
Produce resources to support implementation
5.4
Implement the plan(s) as prepared
5.5
Monitor implementation of the plan(s)
5.6
Take remedial action, where required
5.7
Evaluate the initiative
Slide 27
5.1
Identify tourism products to be
developed or promoted
Based on your research activity, you should have a thorough
understanding of which tourism products and services will be
the most beneficial for your organisation to meet not only the
demands of existing and potential customers but also to
maintain a competitive advantage in the future.

Focus of new tourism products and services

Types of tourism products and services
Slide 28
5.2
Plan a relevant campaign
Once the proposed tourism products and services have
been identified for introduction into a tourism organisation,
careful planning must to take place to ensure that it is
implemented in the correct manner

Planning a campaign for new tourism products and
services

New product and service development

Organisational requirements

Involve stakeholders
Slide 29
5.2

Plan a relevant campaign
Costs
 Pricing questions
 Pricing considerations
 Offering alternatives to discount operators

Develop organisational policy, procedures and
standards

Notification of new products and services

Communicate information about new products and
services

Promoting and selling new products and services
Slide 30
5.3
Produce resources to support
implementation
There is a need to make sure the organisation has the
resources it needs to achieve its identified business
objectives, while at the same time ensuring that money is
not wasted on resources that are not necessary or
inappropriate to the task.

Categories of resources

Types of resources
Slide 31
5.4

Implement the plan(s) as prepared
Ensure all staff are ready
 Understanding new products and
services
 Understand their role in providing or
promoting new products and services
 Understand any promotions

Activities associated with implementing the
plan
Slide 32
5.5 Monitor implementation of the plan(s)
Monitoring is a process of determining how well
our plans are being implemented.

Importance of monitoring

Steps associated with monitoring new
products and services
 Work out what needs to be monitored
 Decide on methods or measures to use
 Compare what is happening with what
should be happening
 Take appropriate action
Slide 33
5.6
Take remedial action, where required
Naturally it is expected that any new products or
services introduced in the market will have some initial
problems or there will be the need to improve what is
offered.

Types of remedial action
 Revising plans
 Remove the product or service if it is not
successful
 Reduce or expand the product or service range
 Amend product or service inclusions
 Revising resources allocation
 ………..refer to manual for more
Slide 34
5.7
Evaluate the initiative
Analysing the effectiveness of products and services
provided to customers is important at any stage of its
lifecycle, but is essential when it is first introduced into the
market.

Activities associated with evaluating the initiative of new
products and services

General evaluation questions

Areas of evaluation

Feedback
Slide 35
The End
This unit comprised five Elements:
1. Define the need for tourism product research
2. Develop the research to be undertaken
3. Conduct the tourism product research
4. Interpret the research results
5. Apply product research knowledge
You have now completed this unit and the trainer will
provide details on assessment.
Good Luck
Slide 36