1. COMPANY BACKROUND P.3
2. PURPOSE OF RESEARCH P.3
3. RESEARCH DESIGN P.3
4. SAMPLE DESIGN P.4
5. OBJECTIVES P.5
6. DATA GATHERING AND PROCESSING P.5
7. TIMETABLE P.6
8. RMJ ADVERTISING SOLUTIONS BACKROUND P.7
1. Company background
Sheraton Hotels is the largest and second oldest of the hotels belonging to Star wood Hotels Resorts and was founded in 1937. Sheraton is a globally based hotel chain with numerous hotels scattered all over the globe and its major competitors include Hilton Hotels, Fairmont, Holiday Inn and the Best Western Group of Hotels. The Sheraton we have chosen to work with is located in Markham district of Ontario in Canada.
2. Purpose of the research:
To identify the most appropriate and efficient distribution channel for consumers - purchase from the hotels online website, book through travel agents or through expedia.com. This will help Sheraton hotels target their promotion and discounts accordingly to the different channel of distribution to the consumers.
3. Research design:
The research of Sheraton Hotel's advertising and promotion channels, done by RMJ Advertising Solutions, will be done through telephone interviews. Due to the high efficiency in speed, respondent cooperation, versatility and geographic diversity, as well as low costs and good response reliability of phone interviews, RMJ will deliver fast, accurate data that will influence future provisions for advertising for Sheraton Hotels. The questionnaire will consist of 25 questions which will be engineered to bring ultimate, reliable results for the research being conducted. Our timing of the interview will result in high and accurate responses from our interviewees, since it will be conducted in the late after noon, sometime between the hours of 6:30pm and 9:00pm. We have concluded that these times are most efficient because it is the leisure time... [continues]
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