Bonita Kolb

Marketing Research for the Tourism, Hospitality and Events Industries

• Gebundenes Buch

Produktbeschreibung

This user-friendly textbook covers qualitative, quantitative and social media research methods to provide students and course leaders with an accessible guide for learning and teaching marketing research from start to finish.

Produktdetails

• Verlag: Routledge
• 2. Auflage
• Seitenzahl: 202
• Erscheinungstermin: 20. Juni 2025
• Englisch
• Abmessung: 250mm x 175mm x 16mm
• Gewicht: 537g
• ISBN-13: 9781032940403
• ISBN-10: 1032940409
• Artikelnr.: 72654503

Autorenporträt

Bonita Kolb is Emeritus Professor at Lycoming College, Williamsport, USA, currently living in Nashville, Tennessee.

Inhaltsangabe

'1. Researching Changing Visitor Preferences. 2. Understanding Cultural and
Ethical Research Issues. 3. Starting the Research Process. 4. Choosing
Research Participants. 5. Writing a Visitor Survey. 6. Administering
Visitor Surveys. 7. Moderating Focus Groups. 8. Managing Projective
Techniques and Observation Research. 9. Conducting Visitor Interviews. 10.
Using Social Media to Conduct Research. 11. Analyzing Research Data. 12.
Preparing the Report and Presentation.