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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 hospitality xxxxxxx seek to xxxxxxx customer satisfaction. xxxxxxx xxxxxxx you xxxxxxx the six xxxxxxx of the xxxxxxx process xxxxxxx xxxxxxx ways to xxxxxxx customer satisfaction xxxxxxx your organization? xxxxxxx 200 words. xxxxxxx references if xxxxxxx is denoted xxxxxxx xxxxxxx of xxxxxxx market. Thus xxxxxxx organisations value xxxxxxx the xxxxxxx xxxxxxx on its xxxxxxx satisfaction value xxxxxxx they will xxxxxxx crashed by xxxxxxx competitors and xxxxxxx trends. Hospitality xxxxxxx xxxxxxx a xxxxxxx category which xxxxxxx organisations which xxxxxxx services xxxxxxx xxxxxxx common people xxxxxxx make profits xxxxxxx selling their xxxxxxx For example xxxxxxx transport, hotels, xxxxxxx parks and xxxxxxx xxxxxxx is xxxxxxx important for xxxxxxx hospitality organisations xxxxxxx it xxxxxxx xxxxxxx that how xxxxxxx of such xxxxxxx meet or xxxxxxx the expectations xxxxxxx customers. Customer xxxxxxx will surely xxxxxxx xxxxxxx to xxxxxxx for the xxxxxxx is always xxxxxxx for xxxxxxx xxxxxxx improve the xxxxxxx satisfaction. Here xxxxxxx will discuss xxxxxxx it can xxxxxxx done with xxxxxxx help of xxxxxxx xxxxxxx of xxxxxxx process which xxxxxxx as follows-

The xxxxxxx Steps xxxxxxx xxxxxxx Marketing Research xxxxxxx research objectives xxxxxxx problem

  • Formulate hypotheses
  • Plan xxxxxxx research design
  • Develop xxxxxxx sampling plan xxxxxxx collect data
  • Analyse xxxxxxx xxxxxxx the xxxxxxx report
  • For Implementing xxxxxxx research process xxxxxxx us xxxxxxx xxxxxxx example of xxxxxxx restaurant which xxxxxxx with food xxxxxxx beverages services.

    Step xxxxxxx Define Research xxxxxxx or Problem

    The xxxxxxx xxxxxxx to xxxxxxx taken in xxxxxxx customer satisfaction xxxxxxx to xxxxxxx xxxxxxx who are xxxxxxx customers? , xxxxxxx customer thinks xxxxxxx the restaurant? xxxxxxx they expect xxxxxxx restaurant regarding xxxxxxx xxxxxxx quality xxxxxxx food, management xxxxxxx staff behaviour? xxxxxxx many xxxxxxx xxxxxxx know about xxxxxxx 2: Formulate xxxxxxx step is xxxxxxx of hypothesis xxxxxxx will help xxxxxxx deriving the xxxxxxx xxxxxxx the xxxxxxx of above xxxxxxx which are xxxxxxx of xxxxxxx xxxxxxx and their xxxxxxx in future xxxxxxx the restaurant xxxxxxx and brand.

    Step xxxxxxx Plan the xxxxxxx Design

     Third step xxxxxxx xxxxxxx identify xxxxxxx plan should xxxxxxx made to xxxxxxx the xxxxxxx xxxxxxx the above xxxxxxx to gather xxxxxxx information and xxxxxxx In this xxxxxxx of restaurant xxxxxxx can plan xxxxxxx xxxxxxx design xxxxxxx gather the xxxxxxx and answers xxxxxxx formal xxxxxxx xxxxxxx program in xxxxxxx customer can xxxxxxx its feedback xxxxxxx restaurant

    Taking surveys xxxxxxx applying advertising xxxxxxx for brand xxxxxxx xxxxxxx information xxxxxxx so far xxxxxxx helps in xxxxxxx design

    What xxxxxxx xxxxxxx specific aim xxxxxxx be fulfilled?

    Step xxxxxxx Develop the xxxxxxx Plan and xxxxxxx the Data

    Sample xxxxxxx to a xxxxxxx xxxxxxx which xxxxxxx a representative xxxxxxx a large xxxxxxx It xxxxxxx xxxxxxx not easy xxxxxxx ask each xxxxxxx every person xxxxxxx his or xxxxxxx opinion thus xxxxxxx opinions of xxxxxxx xxxxxxx from xxxxxxx range of xxxxxxx can benefit xxxxxxx gaining xxxxxxx xxxxxxx and save xxxxxxx For example xxxxxxx this case xxxxxxx we think xxxxxxx persons with xxxxxxx income above xxxxxxx xxxxxxx afford xxxxxxx come in xxxxxxx or people xxxxxxx continental xxxxxxx xxxxxxx food will xxxxxxx to restaurant xxxxxxx youth will xxxxxxx interested in xxxxxxx to our xxxxxxx more than xxxxxxx xxxxxxx than xxxxxxx can target xxxxxxx of those xxxxxxx whose xxxxxxx xxxxxxx this specifications xxxxxxx can make xxxxxxx according to xxxxxxx satisfaction and xxxxxxx rather asking xxxxxxx and every xxxxxxx xxxxxxx plan xxxxxxx always help xxxxxxx collecting data xxxxxxx our xxxxxxx xxxxxxx helps in xxxxxxx problem till xxxxxxx time we xxxxxxx not take xxxxxxx wrong sample xxxxxxx do not xxxxxxx xxxxxxx targeting xxxxxxx 5: Analyze xxxxxxx Data and xxxxxxx the xxxxxxx xxxxxxx the sampling xxxxxxx and collecting xxxxxxx it’s time xxxxxxx analyse data xxxxxxx find out xxxxxxx is going xxxxxxx xxxxxxx what xxxxxxx be done xxxxxxx better to xxxxxxx customer xxxxxxx xxxxxxx example if xxxxxxx shows that xxxxxxx policies are xxxxxxx good and xxxxxxx do not xxxxxxx to know xxxxxxx xxxxxxx its xxxxxxx and offers xxxxxxx then some xxxxxxx and xxxxxxx xxxxxxx should be xxxxxxx If customer xxxxxxx not like xxxxxxx food ask xxxxxxx opinion on xxxxxxx to improve xxxxxxx xxxxxxx food xxxxxxx also try xxxxxxx hire good xxxxxxx and xxxxxxx xxxxxxx ingredients.  Data xxxxxxx helps in xxxxxxx market trend xxxxxxx of the xxxxxxx and their xxxxxxx 6: Write xxxxxxx xxxxxxx the xxxxxxx but not xxxxxxx least clear xxxxxxx of xxxxxxx xxxxxxx findings regarding xxxxxxx research objectives xxxxxxx be done xxxxxxx presented so xxxxxxx proper and xxxxxxx decisions can xxxxxxx xxxxxxx to xxxxxxx the faults xxxxxxx improve the xxxxxxx satisfaction.

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