How would you design your research program

Reference no: EM133266974

Background:

Imagine you are working for the corporate office of Marriott. You are given a problem to solve. How would you approach this marketing problem?

The Problem: Running out of good sites to place typical-design Marriott Hotels at a high enough rate to assure the firm's continued fast growth.

Objective: Develop a new hotel chain for the segment of travelers who are not satisfied with current offerings.

Business Travelers who travel at least 6 times a year
Leisure Travelers who travel at least twice a year

What type of facilities and services should Marriott design and offer to attract these travelers away from their competitors?

Question 1. Given the research objective and research question, how would you develop research program? What research method would you choose and explain why? Who are the research samples? How would you design your research program?

Question 2. Based on the research data collected, how would you analyze and interpret the findings?

Question 3. How would use the findings from your research? What actions would you take to implement and execute the marketing plan?

Question 4. Please define "upward communication". How would you make sure your organization conducts "upward communication"?

Reference no: EM133266974

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