April 21, 2013
Research Paper: Marriott Hotels, Resorts, and Suites
Marriott Hotels, Resorts, and Suites are known world wide for their superior hospitality company. They were founded in 1927 by J. Willard and Alice S. Marriott and currently operate around 3,000 lodging properties in the United States as well as 67 in other countries (Malhotra, 2010, p. 517). Marriott is a name that is known by most people and continues to grow and improve its services throughout time. The hospitality industry has a tough job at times because they are responsible for making people feel as if they never left home. Whether this is by providing something as simple as a bed and a shower or by having extremely luxurious rooms with lavish pools, gyms, and excellent service. Either way, Marriott has to provide a room and services that make people want to stay at their location when they are away from home and come back each and every time. This job is difficult, but to their advantage, they are able to use marketing research as a means to get quality information on problems or issues that are of importance.
Recently “Susan Hodapp, brand director for Marriott Hotels, Resorts, and Suites, commissioned a survey to determine business travelers’ preferences for hotels and the factors that are important in their hotel selection process” (Malhotra, 2010, p. 518). The survey consisted of 5 factors, which are room décor, room lighting, voice and data access in the room, and price of the room per night. Each factor was placed on a 7-point scale with 1= not at all important and 7=extremely important (Malhotra, 2010, p.518). Taking this data into consideration it is important to know what type of analysis market researchers should conduct.
Marketing Research Decision
Since the data being collected is among one single group, “business travelers” and there are...