Market Research — Hospitality & Tourism Edition
A procedure for planning and conducting market research to gather insights about the target market, guests, competitors, and industry trends.
Purpose
To provide the marketing team and leadership with data-driven insights that inform strategy, experience development, positioning, and marketing decisions.
Scope
Covers all primary and secondary market research activities including guest surveys, competitive analysis, industry trend analysis, and market sizing.
Prerequisites
- Defined research objectives and questions to be answered
- Research budget approved
- Access to research tools and data sources
Includes food safety compliance (HACCP), RSA requirements, liquor licensing documentation, and tourism accreditation record keeping.
Step-by-Step Procedure
Define Research Objectives
Clearly define what the research needs to answer and how the findings will be used to inform business decisions.
- 1.1Document the specific business questions the research must answer
- 1.2Define the scope and methodology for the research
- 1.3Set the timeline and budget for the research event
Design the Research Approach
Select the appropriate research methods and design the data collection instruments.
- 2.1Choose between primary and secondary research methods or a combination
- 2.2Design surveys, interview guides, or focus group discussion guides if applicable
- 2.3Identify secondary data sources such as industry reports and public databases
Collect Data
Execute the data collection plan, gathering primary and secondary data from the identified sources.
- 3.1Distribute surveys or conduct interviews with the target participants
- 3.2Gather secondary data from industry reports, market databases, and public sources
- 3.3Monitor response rates and follow up to achieve adequate sample sizes
Analyse the Data
Process and analyse the collected data to identify patterns, insights, and answers to the research questions.
- 4.1Clean and organise the collected data
- 4.2Perform quantitative analysis including statistical calculations and trend identification
- 4.3Conduct qualitative analysis to identify themes and insights from open-ended responses
- Look for both expected findings and unexpected patterns in the data
Prepare Research Report
Compile the analysis into a clear research report with findings, insights, and actionable recommendations.
- 5.1Structure the report with executive summary, methodology, findings, and recommendations
- 5.2Create charts and visualisations to illustrate key findings
- 5.3Write clear recommendations linked to each research objective
Present and Distribute
Present the research findings to stakeholders and distribute the report for reference and decision-making.
- 6.1Present the key findings and recommendations to the leadership team
- 6.2Facilitate discussion on implications and next steps
- 6.3Distribute the full report to all relevant stakeholders
Quality Checkpoints
Common Mistakes to Avoid
Expected Outcomes
Percentage of planned research events completed on time and within budget.
Percentage of research recommendations that are implemented by the business.
Frequently Asked Questions
How do we ensure our research is unbiased?
Use neutral question wording, random sampling methods, adequate sample sizes, and standardised data collection procedures. Having an independent party review survey instruments before deployment helps identify potential bias.
What is the difference between primary and secondary research?
Primary research involves collecting new data directly from sources such as surveys and interviews. Secondary research involves analysing existing data from industry reports, public databases, and published studies. Both are valuable and often used in combination.
How often should market research be conducted?
Ongoing competitive monitoring should be continuous. Comprehensive market research studies should be conducted annually or when significant market changes occur. Ad hoc research should be conducted whenever a specific business decision requires data.
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