Marketing Research Assignment

United International University

Marketing Research
Course Code: MKT 4306
Section: A

SUBMITTED TO:

Muhammad Hasan Al-Mamun

Assistant Professor
School Of Business and Economics
United International University
SUBMITTED BY:
Md. Sadekuzzaman Yahia Rajiya Sultana
ID: 111 183 078 ID: 111183072

Date of Submission 01-01-2023

 Case study Solution

1. Discuss the role that marketing research can play in helping Marriott formulate
sound marketing strategies.

Answer: Marriot is a grown-up leading lodging company. Marriot uses mix-marketing strategies
and according to their findings from focus groups and survey researches that, their hotel lines
provide very similar needs, they are set in different locations and are targeted at different kind of
customers so they did carefully differentiate according the certain preferences of various customers
by the help of marketing research.

Marketing research played a role to help Marriott to find the right hotel lines for the right market
segments. Market research is necessary for identifying the current markets and market trends for
accommodation in different geographical areas and for different hotel market segments. Marketing
research helped them by giving an in depth look into the 4P’s of their marketing mix for their hotel
lines. It helped to better identify the changing market and to keep up with the needs of their
customers of their hotel lines in order to increase their brand equity and market share. Marketing
research helps to understand and interpret the employees and consumers and points out where there
is room for improvement.

2. Marriott would like to further penetrate the non-business-travelers segment in the

United States. Define the management decision problem.

Ans: We know management decision problem is action oriented which means asks what the
decision-maker needs to do.

Management Decision Problem Should the Marriott further penetrate the

(MDP) non-business traveler’s segment?

It is management decision problem and symptoms of the problem. With the management decision
problem will go to marketing researcher to find out specific information. After marketing
researcher have done the research then they will go to management and based on the researcher
will take the decision because management only have the power of taking the decision.

Non-business travelers are still very broad, as it encompasses families, individual travelers, and
occasional travelers of all ages. (Case reference).

3. Define an appropriate marketing research problem based on the management

decision problem you have identified.

Ans: In order to answer the question of “should Marriott further penetrate the non-business
traveler’s segment?” comes down to the factors to be researched below-

What Level of luxury Marriott needs to provide to target the non-travelers market? They need to
find it out in order to get a better understanding of budget, location and space.

Should Marriott increase brand awareness through further market penetration? Research can be
done in order to know about the existing customer’s knowledge and awareness of Marriott through:
Online surveys, satisfaction analysis or Marriott’s services and in-Home interviews etc.

Would further penetration in new target market cause competition between Marriot’s own
segments?

Marriott needs to understand their current market situation and it’s competition between the market
segments of non-business travelers as if they are expanding further.