Question.3259 - Implement the six steps of the research process to identify ways to improve customer satisfaction in your organization? All hospitality organizations seek to improve customer satisfaction. How would you implement the six steps of the research process to identify ways to improve customer satisfaction in your organization? around 200 words. Cite references if used. Transcript: What is Marketing Research? In the hospitality industry, customer needs vary widely from the general to the specific. Marketing research is a process that helps organizations separate the vital high-priority needs from the trivial low-priority needs. High-priority needs are those that contribute most to value perception, customer satisfaction, and ultimately, profitability. Marketing research also helps organizations identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve their understanding of marketing as a process. Marketing Research fulfills three primary roles: ? Descriptive: gathering and presenting statements of fact ? Diagnostic: explaining data ? Predictive: attempting to estimate the results of a planned marketing decision The Six Steps of the Marketing Research Process 1. Define research objectives or problem 2. Formulate hypotheses 3. Plan the research design 4. Develop the sampling plan and collect data 5. Analyze the data 6. Prepare the final report Step 1: Define Research Objectives or Problem Typical objectives of a market research project in the hospitality industry may include: ? Defining who the customers are, what they want, what their attitudes toward promotional programs are. ? Conducting a longitudinal study (tracking study) to track per-customer profit, brand or product awareness, patronage, attitude toward product/brand image. ? Obtaining information about the company and its business environment through internal research (for example, sales analysis and marketing cost analysis) and interviewing company officials. This method of research is called situation analysis. ? An informal investigation involving interviews with informed persons outside the firm. Step 2: Formulate Hypothesis An hypothesis is an educated guess about the relationships between events or about what will happen in the future. In scientific method, hypotheses are developed and tested. Step 3: Plan the Research Design Create a plan that specifies what information will be obtained and how. Step 4: Develop the Sampling Plan and Collect the Data The total group that the researcher wants to study is called the population or universe. If all sources are contacted, the results are known as a census. If a representative group is contacted, that group is known as a sample–a subset drawn from a larger population. Samples can be classified as: ? Probability samples: those in which every member has an equal chance of being selected. ? Non-probability samples: arbitrary samples not subject to statistical tests. For example a convenience sample simply targets respondents who are easily accessible. A key issue in sampling is determining how representative the sample is of the total population. A properly selected sample will have the same characteristics as the universe from which it is selected. Sampling error occurs when a sample is not representative of the target population.Step 5: Analyze the Data and Interpret the Findings ? It is up to the researcher to analyze the data and identify relationships, trends, and patterns. ? This is frequently done through the use of statistical packages. There are several easy-to-use computer programs that analyze data, such as SPSS or SAS. Step 6: Write and Present the Report ? Findings of marketing studies should be presented in such a way as to increase the likelihood of their usefulness to the decision maker. ? Reports should be clear and concise and directed toward management.
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All xxxxxxxxxxx organizations xxxx to xxxxxxx customer xxxxxxxxxxxx How xxxxx you xxxxxxxxx the xxx steps xx the xxxxxxxx process xx identify xxxx to xxxxxxx customer xxxxxxxxxxxx in xxxx organization xxxxxx words xxxx references xx used xxxxxxxx is xxxxxxx as xxxx of xxx market xxxx any xxxxxxxxxxxxx value xx the xxxxxx depends xx its xxxxxxxx satisfaction xxxxx otherwise xxxx will xx crashed xx their xxxxxxxxxxx and xxxxxx trends xxxxxxxxxxx organisation xx a xxxxx category xxxxx includes xxxxxxxxxxxxx which xxxxxxx services xx the xxxxxx people xxx make xxxxxxx from xxxxxxx their xxxxxxxx For xxxxxxx restaurants xxxxxxxxx hotels xxxxxxxxx parks xxx tourism xxxxxxxx satisfaction xx very xxxxxxxxx for xxxxx hospitality xxxxxxxxxxxxx as xx is xxxxxxxx that xxx services xx such xxxxxxxxxxxx meet xx beat xxx expectations xx customers xxxxxxxx satisfaction xxxx surely xx leading xx profits xxx the xxxxxxxxxxxx There xx always xxxxx for xxxxxxxxxxxx to xxxxxxx the xxxxxxxx satisfaction xxxx we xxxx discuss xxx it xxx be xxxx with xxx help xx six xxxxx of xxxxxxxx process xxxxx are xx follows- xxx Six xxxxx of xxx Marketing xxxxxxxx Process xxxxxx research xxxxxxxxxx or xxxxxxx Formulate xxxxxxxxxx Plan xxx research xxxxxx Develop xxx sampling xxxx and xxxxxxx data xxxxxxx the xxxx Prepare xxx final xxxxxx For xxxxxxxxxxxx Market xxxxxxxx process xxx us xxxx the xxxxxxx of x restaurant xxxxx provides xxxxxxxxx with xxxx and xxxxxxxxx services xxxx Define xxxxxxxx Objectives xx Problem xxx first xxxx to xx taken xx improving xxxxxxxx satisfaction xx to xxxx out xxx are xxx customers xxxx customer xxxxxx about xxx restaurant xxxx they xxxxxx from xxxxxxxxxx regarding xxx services xxxxxxx of xxxx management xxx staff xxxxxxxxx How xxxx of xxxxxx know xxxxx restaurant xxxx Formulate xxxxxxxxxx Second xxxx is xxxxxxxxxxx of xxxxxxxxxx which xxxx help xx deriving xxx relationship xxxxxxx the xxxxxxx of xxxxx questions xxxxx are xxxx of xxxxxxxx objectives xxx their xxxxxx in xxxxxx on xxx restaurant xxxxx and xxxxx Step xxxx the xxxxxxxx Design xxxxx step xx to xxxxxxxx what xxxx should xx made xx gather xxx answers xx the xxxxx questions xx gather xxx information xxx how xx this xxxx of xxxxxxxxxx we xxx plan x research xxxxxx to xxxxxx the xxxxxxxxxxx and xxxxxxx by-Creating xxxxxx customer xxxxxxxx program xx which xxxxxxxx can xxxx its xxxxxxxx about xxxxxxxxxx Taking xxxxxxx and xxxxxxxx advertising xxxxxxxx for xxxxx image xxxxxxxxxx the xxxxxxxxxxx gathered xx far xxxx helps xx research xxxxxx What xx the xxxxxxxx aim xx be xxxxxxxxx Step xxxxxxx the xxxxxxxx Plan xxx Collect xxx Data xxxxxx refers xx a xxxxx group xxxxx is x representative xx a xxxxx population xx sometimes xx not xxxx to xxx each xxx every xxxxxx about xxx or xxx opinion xxxx the xxxxxxxx of xxxxxx persons xxxx that xxxxx of xxxxxxx can xxxxxxx in xxxxxxx their xxxxx and xxxx time xxx example xx this xxxx if xx think xxxx persons xxxx monthly xxxxxx above xx can xxxxxx to xxxx in xxxxxxxxxx or xxxxxx loving xxxxxxxxxxx and xxxxxxx food xxxx come xx restaurant xx youth xxxx be xxxxxxxxxx in xxxxxx to xxx restaurant xxxx than xxxxx people xxxx we xxx target xxxx of xxxxx people xxxxx comes xxxxx this xxxxxxxxxxxxxx and xxx make xxxxxxxx according xx their xxxxxxxxxxxx and xxxxxxxx rather xxxxxx each xxx every xxxxxx Good xxxxxxxx plan xxxx always xxxx in xxxxxxxxxx data xxxxx our xxxxxxxx and xxxxx in xxxxxxx problem xxxx the xxxx we xx not xxxx the xxxxx sample xxxxx do xxx represent xxx targeting xxxxxxxx Step xxxxxxx the xxxx and xxxxxxxxx the xxxxxxxx After xxxxxxxxxx the xxxxxxxx plan xxx collecting xxxx it xxxxx s xxxx to xxxxxxx data xxx find xxx what xx going xxxx and xxxx can xx done xxxx better xx improve xxxxxxxx satisfaction xxx example xx result xxxxx that xxxxxxxxxxx policies xxx not xxxx and xxxxxxxx do xxx came xx know xxxxx restaurant xxx services xxx offers xxxxxxxxx then xxxx marketing xxx advertising xxxxx should xx considered xx customer xxxx not xxxx the xxxx ask xxxxx opinion xx how xx improve xxxxxxx of xxxx and xxxx try xx hire xxxx chefs xxx use xxxxxxx ingredients xxxx also xxxxx in xxxxxxx market xxxxx choice xx the xxxxxxxx and xxxxx expectations xxxx Write xxx Present xxx Report xxxx but xxx the xxxxx clear xxxxxxxxx of xxx the xxxxxxxx regarding xxx research xxxxxxxxxx should xx done xxx presented xx that xxxxxx and xxxx decisions xxx be xxxxx to xxxxxxx the xxxxxx and xxxxxxx the xxxxxxxx satisfactionMore Articles From Marketing
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