• TFMK2002
  • Mkt. Research for Hosp.& Tour.

  • Credits (ECTS): 5
  • Hospitality Mgmt. and Tourism

Modules are delivered
as part of a programme.
To apply for the
programme,
see the DIT website

Overview

Module Description

An understanding of, and expertise in applying, the concepts and tools of marketing research which are essential to good marketing decision making. The dynamic of the tourism and hospitality market place has challenged us to develop ever more innovative means of researching the tourist consumer. It is necessary for tourism and hospitality marketing managers to be knowledgeable about current practice in the use of both quantitative and qualitative methodologies. This module will equip the student to manage the collection and analysis of marketing research data in all areas within the tourism and hospitality marketing context. It will facilitate the development of the student's decision-making skills.

Module Aims

The aim of this module is to provide the student with a theoretical and practical knowledge of the concepts and tools of marketing research as applied in a tourism context.

Indicative Syllabus

Problem Definition Secondary Research Questionnaires; Measurement and Scaling Sampling Theory Qualitative Approaches - Theory and Practice Summary and Descriptive Statistics 1 Summary and Descriptive Statistics 2; Data Coding Sampling and Estimation Hypothesis Testing Multiple Regression; Correlation Factor Analysis Cluster Analysis

Total Contact Teaching Hours:36

Please note that the catalogue is provided as a guide to modules in DIT. Not all modules listed will necessarily be offered every year and new modules may also be added. Information subject to change. For detail on specific programmes/modules please contact the relevant School directly.