Marketing for Hospitality and Tourism
Kotler, Bowen and Makens
Marketing Information Systems and Marketing
Research
Chapter 5
Learning Objectives
1. Explain the importance of information in gaining
insights about the marketplace and customers.
2. Explain the concept of the marketing information
system.
3. Outline the marketing research process, including
defining the problem and research objectives,
developing the research plan, implementing the
research plan, and interpreting and reporting the
findings.
4. Explain how companies analyze and use marketing
information.
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
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Marketing Information System
Assessing
Information
Needs
Gathering
Marketing
Intelligence
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Kotler, Bowen and Makens
Developing
Marketing
Information
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Sources of Marketing Information
Internal Data
Guest History Information
Guest Information Trends
Guest Comment Cards
Listening to and Speaking with Guests
Automated Systems
Mystery Shoppers
Company Records
Point-of-Sale (POS) Information
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Kotler, Bowen and Makens
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Marketing Intelligence
Internal
Sources
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Marketing
Intelligence
External
Sources
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Marketing Research
Identifies and
Defines
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Monitors and
Evaluates
Communicates
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Marketing Research Process
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Marketing Research Objectives
Exploratory
Causal
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
Descriptive
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Developing the Research Plan
Determining
Specific
Information
Needs
Designing the
Sample
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Gathering
Secondary
Information
Presenting the
Research Plan
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Research Approaches
Observational
Research
Experimental
Research
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Survey
Research
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Contact Methods
Mail
Questionnaire
Telephone
Interviewing
Personal
Interviewing
Online Interview
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Sampling Plan
Who will be
surveyed?
How should
the sample
be chosen?
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
How many
people
should be
surveyed?
When will the
survey be
given?
© 2014 by Pearson Higher Education, Inc
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Research Instruments
Questionnaires
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Research
Instruments
Mechanical
Devices
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Research Problem Areas
Lack of Qualitative Information
Failing to Look at Segments within a Sample
Improper Use of Sophisticated Statistical Analysis
Failure to Have the Sample Representative of the Population
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
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Key Terms
Causal research Marketing
Experimental research The
research to test hypotheses about
cause-and-effect relationships.
gathering of primary data by selecting
matched groups of subjects, giving
them different treatments, controlling
related factors, and checking for
differences in group responses.
Data warehouses collect data from
a variety of sources and store it in a
one accessible location.
Exploratory research Marketing
Descriptive research Marketing
research to better describe marketing
problems, situations, or markets, such
as the market potential for a product or
the demographics and attitudes of
consumers.
Ethnographic research Trained
observers interact with and/or observe
consumers in their natural habitat
Marketing for Hospitality and Tourism, 6e
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research to gather preliminary
information that will help to better
define problems and suggest
hypotheses.
Internal data Internal data consist of
electronic databases and non-electronic
information and records of consumer
and market information obtained from
within the company.
© 2014 by Pearson Higher Education, Inc
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Key Terms (cont.)
Marketing dashboards are like
MIS (cont.) Information analysts
the instrument panel in a car or plane,
visually displaying real-time indicators
to ensure proper functioning.
process information to make it more
useful. Finally, the MIS distributes
information to managers in the right
form and at the right time to help in
marketing planning, implementation,
and control.
Marketing information system
(MIS) A structure of people, equipment,
and procedures to gather, sort, analyze,
evaluate, and distribute needed, timely,
and accurate information to marketing
decision makers. The MIS begins and
ends with marketing managers, but
managers throughout the organization
should be involved in the MIS. First, the
MIS interacts with managers to assess
their information needs. Next, it
develops needed information from
internal company records, marketing
intelligence activities, and the marketing
research process.
Marketing for Hospitality and Tourism, 6e
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Marketing intelligence Everyday
information about developments in the
marketing environment that help
managers to prepare and adjust
marketing plans.
Marketing research The
systematic design, collection, analysis,
and reporting of data and findings
relevant to a specific marketing
situation facing a company.
© 2014 by Pearson Higher Education, Inc
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Key Terms (cont.)
Mystery shoppers Hospitality
Secondary data Information that
companies often hire disguised or
mystery shoppers to pose as
customers and report back on their
experience.
already exists somewhere, having been
collected for another purpose.
Observational research The
gathering of primary data by observing
relevant people, actions, and situations.
Survey research The gathering of
primary data by asking people
questions about their knowledge,
attitudes, preferences, and buying
behavior.
Primary data Information collected
for the specific purpose at hand.
Sample (1) A segment of a
population selected for marketing
research to represent the population as
a whole; (2) Offer of a trial amount of a
product to consumers.
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved