Why Research

1
Why Research?

• Product
• To increase, decrease or alter
• To determine service and product demand
• To identify and describe current and prospective
  guests
• Place (location decisions)
• Pricing (optimal strategy)
• Promotion
• When, where and to who?

2
Types of Research

• Basic (theory) versus Applied (problems)
• Quantitative versus Qualitative
• Primary Research
• Observation
• Experimentation
• Surveys (interview, telephone, mail)
• Secondary Research
• Advantage time and money
• Disadvantage quality is often suspect

3
A Research Process

• Identify the problem/Establish objectives
• Evaluate possible approaches
• Develop proposal and budget
• Develop pretest research instruments
• Develop plan for analysis
• Select sample/Collect data
• Process Analyze Data
• Report Results -- Modify Behavior

4
Research Consultants

• People hired to conduct research
• RFPs
• Hiring/Being a Consultant
• In-house
• Private Firms
• Colleges/Universities
• Must agree on Time, Money Problem