5 Stages of Market Research in Tourism

Posted on May 1, 2024 in Economy

Stage 1: Problem Definition

This phase defines the phenomenon to be studied and determines the research approach, which can be:

  • Exploratory: Used when the problem’s nature is unknown, aiming to gather initial insights and variables.
  • Descriptive: Aims to provide a detailed description of a market aspect using statistical models.
  • Causal: Investigates relationships between variables.

Stage 2: Planning

Once the problem, purpose, and focus are defined, planning involves several elements:

  • Sources of Information: Deciding where to obtain necessary data, including internal and external sources, as well as secondary and primary information.
  • Data Collection Methods: Choosing appropriate methods such as experimentation, observation, surveys, and competitor analysis.
  • Sampling Plan: Defining a representative sample by specifying the population, sampling units, and sample size.
  • Questionnaire Preparation: Developing a set of clear, concise, and logical questions that effectively gather relevant information.

Stage 3: Implementation

This stage involves the physical collection of data, including:

  • Locating respondents and administering questionnaires.
  • Classifying and grouping data for each variable.
  • Analyzing data using statistical techniques.

Stage 4: Results and Reporting

This stage involves interpreting the results of the analysis and creating a comprehensive report that includes:

  • Study objectives and research methods.
  • Main conclusions and recommendations.

The report should be clear, concise, and effectively communicate the findings of the research.

Tourism Marketing Information System (SIM)

A SIM aims to generate an organized flow of information, considering the information needs of company directors and available resources. It comprises four components:

  • Internal Records System: Day-to-day information like orders and invoices.
  • Continuous Monitoring: Ongoing observation, informal investigations, and research forms.
  • Marketing Intelligence: Gathering information from various sources like salesforce, consumers, and industry publications.
  • Market Research: Conducting specific research projects to address particular information needs.

Tourist Commercial Research

All analyses should meet the criteria of relevance, timeliness, and efficiency. Research methods can be categorized as:

  • Qualitative: Exploring human behavior, knowledge, and experiences using techniques like in-depth interviews and focus groups.
  • Quantitative: Measuring functional motivations through surveys such as personal, telephone, mail, and online.