Marketing research methods

Marketing Research Methods in Travel and Tourism

Primary Research

• Primary research involves gathering new information directly for a specific purpose.
• Surveys, which could include in-person interviews, online questionnaires, or telephonic surveys, provide quantitative data.
• Observations are a method where the behaviour of consumers is watched and analysed.
• Experiments involve manipulating one variable to investigate its impact on another variable.

Secondary Research

• Secondary research uses information that already exists, collected for another purpose. It can include both internal and external data sources.
• Internal data can include sales records, booking data, or customer feedback.
• External data includes market reports, academic studies, competitor information, or government statistics.

Qualitative vs Quantitative Research

• Qualitative research seeks to understand consumers’ attitudes, behaviours, and experiences in detail. This can include in-depth interviews, focus groups, or case studies.
• Quantitative research involves measuring or counting features, usually in numerical form. Surveys and experiments often provide quantitative data, which can help identify trends or patterns.

Advantages and Disadvantages of Research Methods

• All research methods have advantages and disadvantages relating to cost, time, reliability, and depth of information.
• Also important to consider the suitability for the specific issue being investigated.

Analysis and Evaluation of Research Data

• Data analysis methods depend on whether you’re working with quantitative or qualitative data.
• Quantitative results are often presented with statistics, graphs or charts, while qualitative results use themes or categories identified in the data.
• Always critical to interpret and evaluate findings in the context of your research question.