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Assignment
on
Case Study

Course Name: Marketing Research

Course Code: MKT410

Submitted to: Submitted by:

Sabakun Naher Shetu
Lecturer
Department of Marketing
Jahangirnagar University
Savar, Dhaka – 1342
Group: ‘Gladiators’
Session: 2016-17
Department of Marketing
Jahangirnagar University
Savar, Dhaka – 1342

Submission: 26 February,2022
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Group Profile
GLADIATORS
Name ID

Avijit Chakraborty 1733

Shihab Shahriar 1746

Mehedy Hasan 1747

Group Leader: Avijit Chakraborty

Mobile: 01521334826
Email: avijitbing067@gmail.com
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Marriott: Marketing Research Leads to Expanded Offerings

1.Define an appropriate marketing research problem based on the management decision

problem you have identified.

The type of experiment suited in the research of Marriot can be attributed to the identification
of different kinds of needs of the customer. For example, the needs of the business travelers
need facility such as high-speed internet and working space within the room and other
amenities that are appearing to the business travelers. Similarly, the need of certain customer
of certain customers is targeted towards the price sensitive behavior. The experimental design
which could be recommended to Marriot hotel is pre-experimental research design. This type
of design is a particular group is studied and observe for the effective application of the
independent variable which is presumed to cause the change. Here research design can be
customers which have full service and higher price needs with hotel resort and renaissance
upscale business properties. so depending upon the need of the customer based on the basis
research findings the management of the company estimate the potential demand and size of
markets and apply experimental market research theory.
2. What type of research design should be adopted? Justify your recommendation.

Descriptive research design should be adopted. It is the best decision for Marriott.
Descriptive research: Descriptive research design is a sort of study that tries to collect data in
order to characterize a phenomenon, condition, or population in a methodical manner. It
focuses on the what, when, where, and how of the research topic, rather than the why. It can
easily describe market characteristics of Marriott. The preplanned and structured procedures of
descriptive research help to succeed in future. It helps Marriott to understand relevant
consumers and market areas. Products characteristics must be understood by following
descriptive research.
 Descriptive research approach may be used to track changes in variables over time and
spot trends. It helps to understand the trend of Marriott’s estimated market.
 Because descriptive research data is gathered from a wide population, it is useful in
significant decision-making. Because statistical data can be acquired and analyzed
using the descriptive survey approach, desired findings may be deduced.
 Descriptive research is cheap and very easy for further procedures. It can be helpful for
any organization. For a top company like Marriott, It upholds immediate actions.
 The products characteristics of a certain market can be easily understood by descriptive
research.
 Descriptive research yields quantitative as well as qualitative information. The wide
range of data allows for a comprehensive comprehension of the study topic.
 Immediate prediction can be happened by descriptive research.
3. What type of internal secondary data will be useful to Marriott?
Ready to use internal secondary data should be useful for Marriott. It helps them to understand
the market situation immediately. It creates quick response to the competitors and the customer.
 It is cost-effective.
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 It saves both time and money.

 It aids in the better comprehension of the issue.
 It serves as a benchmark against which the researcher's data may be compared.
 Marriott can do a longitudinal study using secondary data, which implies the research
are conducted over a lengthy period of time. This can aid in the identification of various
trends.
4. Discuss the role of qualitative research in helping Marriott further penetrate the non-
business-travelers segment in the United States.

A management decision problem is a challenge that a decision maker or management

encounters. It enquires as to what the decision maker must do. There are several issues that
Marriott International may encounter while entering a new market. The first is the target
segment's unknown as well as the area in which this segment is represented. The next step is
to figure out who your consumers are and why they should visit the hotel. To summarize,
Marriott International's major management decision difficulty in terms of non-business traveler
penetration in the United States would be to assess and decide what sort of clients it wants to
serve.
Qualitative research: Qualitative research is a type of market research that focuses on
gathering information via open-ended, conversational contact. The qualitative research
methods allow for more in-depth probing and questioning of respondents based on their replies,
with the interviewer/researcher also attempting to understand their purpose and feelings.
Market research results may be derived by understanding how audiences make decisions.
The role of qualitative research in helping Marriott further penetrate the non-business traveler’s
segments in the United States are given below:
 One to one interview with customer helps Marriott to penetrate market more effectively.
 Ethnographic research, a part of qualitative research may be used to solve Marriott’s
problem. Ethnographic research is the most comprehensive observational approach for
studying people in their natural habitat. This strategy necessitates the researchers'
adaptation to the settings of the target audiences, which might range from an
organization to a city or any remote place. When gathering data, geographic limits
might be a problem. The goal of this study is to learn about the cultures, difficulties,
motives, and contexts that arise.
 Case study research method can be also used to interact with customers.
 The procedures and objectives can be observed easily by qualitative research.
 Consumer observation and market experienced can be achieved by it.
5. Marriott has developed a new hotel package for families on a vacation. It would like to
determine consumers’ response to this package before introducing it in the marketplace.
If a survey is to be conducted to determine consumer preferences, which survey method
should be used and why?

Finding out what factors most influence customer behavior is the most significant component
of consumer behavior research. Furthermore, the current market determines its needs. As a
result, it's crucial to forecast and calculate changes in customer preferences. It enables the
product to be changed, sales channels to be improved, and advertising policies to be changed.
To put it another way, all of these actions enable for the complex's whole marketing approach
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to be optimized. In order to assess customer preferences, it would be preferable to hold the

focus group meeting with five to seven families. Such a survey would be ideal since it would
allow all family members to understand their requirements, habits, interests, and preferences.
All members of the family should be entertained by the hotel's services. It would contribute to
the happiness of the entire family and provide great vacation memories.

Reference:
 Qualitative Research: Definition, Types, Methods and Examples. (2018, March 27).
QuestionPro. https://www.questionpro.com/blog/qualitative-research-methods/.
 Descriptive Research: Definition, Types and Examples - Voxco. (2022, January 25).
Voxco. https://www.voxco.com/blog/descriptive-research/.