Research

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 

Analyzing Market Segments

The aim is to pick out the segments that are most interested in specific services and to target marketing programs at them. Once targets have been identified, other decisions and alternatives come into better focus.  Through research, we can then further identify the needs and wants of these groups.

The question to think about is then:

• WHO? - Which market segments should we pursue?
• WHAT? - What are they looking for in our types of services?