This is the systematic gathering, recording, and analyzing of data about the problems relating to the food and beverage, and services. The primary objective of research is to help make more effective marketing decisions. The research supplies information which helps develop a detailed knowledge of our guests. It also gives us information on how well we are meeting guests' needs and the position we have. New target markets are investigated, new services and facilities are assessed and tested. Primary competitors are identified, and their strengths and weaknesses are pinpointed. Research can also used effectively to back-up advertising claims.
Four Research Methods:
- Experimental
- Observational
- Survey
- Simulation
