Marketing Research definition Essay Example

the maximum price customers are willing to pay. To determine the maximum price customers are willing to pay, he should employ a saturation pricing strategy. In order to attract customers and gain a foothold in the market after renovating and giving a new look to his hotel, he should start with a low price and offer free services. Once his hotel is running successfully, he can then increase the price for profitability.

To investigate this problem, the hotel manager would need relevant information. I suggest he begins with secondary research, which involves using existing data that may already exist within the firm or in other publications.

Secondly, obtaining quick and relatively inexpensive information is possible through government household surveys. By conducting secondary research, the manager can gather data from the internet to analyze the customer satisfaction and desire to return to hotels in the west. Existing information can be accessed through this method. Additionally, in Krakow, there is a tourist officer who assists tourists in finding accommodations. This resource could be valuable since Kings Hotels have a positive relationship with the tourist officer. To examine competitors, the manager should access their websites or even consider booking a room in their hotels. This will allow for comparison of customer service, pricing, and facilities provided. With the summer season approaching in four months, this is the only remaining option for the manager. Once the summer season concludes, there will be time to conduct primary research which involves collecting new data by the researcher.

Primary research is crucial to understand the factors that motivate individual customers to choose a hotel. Managers opt for primary research because it offers the advantage

of exclusive access to the data collected, enabling them to precisely identify customer motivations and concerns. Additionally, the appropriateness of the research method employed in gathering the required information and its extent can be evaluated. Although primary research tends to be more expensive than secondary research, it is still considered the best approach. Managers initially utilize secondary methods due to their cost-effectiveness, speed, and reliance on existing information.

Secondary research involves obtaining information from competitors, such as promotional material and price lists. The Kings Hotel, being located in Europe, can access a wide range of secondary data from the European Union that is valuable for the hotel managers.

On the other hand, primary research involves generating new information directly from the target population. Despite its expense, the manager considers it worthwhile. The preferred method for primary research is using a questionnaire which provides open-ended questions for customers. This method can also include personal interviews, telephone interviews, or postal surveys.

A telephone interview is more cost-effective than a personal interview. Alternatively, a suggestion box allows customers to provide their opinions in their own words rather than responding to specific questions on a questionnaire.

However, the questionnaire mentioned in the case study is considered inadequate due to its choice of questions, wording, and response mechanism.

The manager is encountering a problem with the questionnaire as it lacks coherence and meaning. The questions are too demanding and do not allow for any freedom of choice. Instead of prioritizing the customer, the manager has concentrated on promoting his own project. While the questions in the questionnaire are acceptable, their presentation is unsuitable. The customer is left with no choice but to give positive feedback

about the hotel. It is crucial to offer the customer sufficient time and choices to express their thoughts.

I want to expand the questionnaire by adding more questions, making it a total of 10. Here are the additional questions I intend to include: