Marketing Research
AEREN FOUNDATION’S
Maharashtra Govt. Reg. No.: F-11724
AN ISO 9001 : 2008 CERTIFIED INTERNATIONAL B-SCHOOL
SUBJECT : MARKETING RESEARCH 80 MARKS
CASE-1
Interviewing in M.R Welcomgroup Hotels The Welcomgroup owns a chain of 20 hotels located in different parts of the country. In recent years, it has been expanding the chain by setting up new hotels. When there were only a few hotels, the Managing Director of the Welcomgroup used to personally visit them with a view to ensuring that they provided high quality of food and service to their patrons. But now he finds that with so many hotels it is extremely difficult to personally visit each and every hotel. At the same time, he needs some mechanism to ensure that hotels of the chain continue to provide high quality service. The Managing Director has discussed this problem with some Senior Officials of the company. As a result of this discussion, he finds that: Option 1: A suitable questionnaire may be designed and the same may be given to guests during their stay in the hotels. They may be requested to return the filled-in questionnaire at the reception counter while leaving the hotels. Option 2: A suitable questionnaire may be designed and the same may be posted to their homes soon after they have reached there with the request that these be returned, duly filled in, by post. Option 3: A trained interviewer may be appointed on a temporary basis. He could visit different hotels without giving any prior intimation of his visits. In each hotel he visits, he may personally interview selected guests and seek their opinion on the quality of food arid service in that hotel and their suggestions, if any, for improvement. Option 4: The services of a marketing research firm may be hired. It may be asked to conduct a suitable study based on, say, telephone interviews of a random sample of guests from each hotel and to submit its report to the Managing Director.
(10 Marks)
Questions
Discuss the relative merits of
Maharashtra Govt. Reg. No.: F-11724
AN ISO 9001 : 2008 CERTIFIED INTERNATIONAL B-SCHOOL
SUBJECT : MARKETING RESEARCH 80 MARKS
CASE-1
Interviewing in M.R Welcomgroup Hotels The Welcomgroup owns a chain of 20 hotels located in different parts of the country. In recent years, it has been expanding the chain by setting up new hotels. When there were only a few hotels, the Managing Director of the Welcomgroup used to personally visit them with a view to ensuring that they provided high quality of food and service to their patrons. But now he finds that with so many hotels it is extremely difficult to personally visit each and every hotel. At the same time, he needs some mechanism to ensure that hotels of the chain continue to provide high quality service. The Managing Director has discussed this problem with some Senior Officials of the company. As a result of this discussion, he finds that: Option 1: A suitable questionnaire may be designed and the same may be given to guests during their stay in the hotels. They may be requested to return the filled-in questionnaire at the reception counter while leaving the hotels. Option 2: A suitable questionnaire may be designed and the same may be posted to their homes soon after they have reached there with the request that these be returned, duly filled in, by post. Option 3: A trained interviewer may be appointed on a temporary basis. He could visit different hotels without giving any prior intimation of his visits. In each hotel he visits, he may personally interview selected guests and seek their opinion on the quality of food arid service in that hotel and their suggestions, if any, for improvement. Option 4: The services of a marketing research firm may be hired. It may be asked to conduct a suitable study based on, say, telephone interviews of a random sample of guests from each hotel and to submit its report to the Managing Director.
(10 Marks)
Questions
Discuss the relative merits of