Hilton And Hilton's Qualitative Research: Comparison
Wilson, A (2006 p54) defines secondary data in the following manner: -
“Secondary data is the Information that has previously been gathered for some purpose other than the current research project. The data is available either free or at a cost and can be delivered electronically by computer or in printed hard copy format” Why it is important?
The research process would initiate through the collection of various types of internal and external secondary data regarding both Hilton and Hilton’s competitors, which will be analyzed and evaluated. Such data is readily available for easy access and also bears low cost. Gathering secondary data is also less time consuming which will help to quickly provide the background for the primary research. …show more content…
The main purpose of the Qualitative Research is to understand consumer behavior and perception rather than to measure them. Qualitative research will not provide definitive conclusions but in this research it will be used to establish a firm stands on the final research findings by the quantitative research surveys.
Through this research method can gathered information about bellow specific area,
• Are consumers satisfied or dissatisfied about Hilton’s current products and facilities?
•Why do they like to use certain products than other competitor products?
•What are the most important characteristics of chosen products and facilities?
•What are the expected changes that they would like to see in the future?
3.2.2.1 Focus group …show more content…
Wilson (2003)
As a research agency “SAT REASEARCHERS” would like to propose this type of research in order to get a more accurate record of buyer behavior of Hilton’s customers, this method will record exactly what happened not what the respondents believes that has happened.
3.2.3.1 Mystery shopping
Wilson (2006) explains that Mystery Shopping is “a form of participant observation uses researchers to act as customers or potential customers to monitor the processes and procedures used in the delivery of a service.
Why mystery shopping?
The reason why “SAT RESEARCHERS” propose mystery shopping for Hilton Colombo is because this method enables you to gather information about customer behavior and customer loyalty in first hand simply by observing them. Though this method is time consuming it could help Hilton Colombo to understand the real situation.
Procedure
To identify the customer and brand loyalty towards Hilton’s products, mystery shopping is the best method because in service sector mystery shopping can do important part to gathered information. For gathered Hilton Colombo information through mystery shopping we can use following
“Secondary data is the Information that has previously been gathered for some purpose other than the current research project. The data is available either free or at a cost and can be delivered electronically by computer or in printed hard copy format” Why it is important?
The research process would initiate through the collection of various types of internal and external secondary data regarding both Hilton and Hilton’s competitors, which will be analyzed and evaluated. Such data is readily available for easy access and also bears low cost. Gathering secondary data is also less time consuming which will help to quickly provide the background for the primary research. …show more content…
The main purpose of the Qualitative Research is to understand consumer behavior and perception rather than to measure them. Qualitative research will not provide definitive conclusions but in this research it will be used to establish a firm stands on the final research findings by the quantitative research surveys.
Through this research method can gathered information about bellow specific area,
• Are consumers satisfied or dissatisfied about Hilton’s current products and facilities?
•Why do they like to use certain products than other competitor products?
•What are the most important characteristics of chosen products and facilities?
•What are the expected changes that they would like to see in the future?
3.2.2.1 Focus group …show more content…
Wilson (2003)
As a research agency “SAT REASEARCHERS” would like to propose this type of research in order to get a more accurate record of buyer behavior of Hilton’s customers, this method will record exactly what happened not what the respondents believes that has happened.
3.2.3.1 Mystery shopping
Wilson (2006) explains that Mystery Shopping is “a form of participant observation uses researchers to act as customers or potential customers to monitor the processes and procedures used in the delivery of a service.
Why mystery shopping?
The reason why “SAT RESEARCHERS” propose mystery shopping for Hilton Colombo is because this method enables you to gather information about customer behavior and customer loyalty in first hand simply by observing them. Though this method is time consuming it could help Hilton Colombo to understand the real situation.
Procedure
To identify the customer and brand loyalty towards Hilton’s products, mystery shopping is the best method because in service sector mystery shopping can do important part to gathered information. For gathered Hilton Colombo information through mystery shopping we can use following