A Marketing Research plan presentation for Caltron AlMoaibed hotel in Khobar regarding the new plan for hotel expansion.

1. Carlton Al-Moaibed
Hotel
Marketing Research Plan
Prepared by
Manal Assaad

2. Marketing Research
• Marketing Research is the process of systematic gathering,
recording and analyzing of data relating to the marketing and
consumption of a product (goods or services):
– Whether or not consumers would want a product.
– What type of promotion will be effective
– The functions or facilities a product should have
– What style, shape, color or form a product should take
– The price people would be prepared to pay for a product
– Where people would wish to purchase a product
– Information about consumers themselves
– What consumers buy at present
• The main benefit of marketing research is that it allows a business
to make more informed decisions.

3. The Decision Making Process – The Role of
the Marketing Research
Collect Analyze Choose
Identify Communicate
Information Information a course Outcome
Objectives and carry out
and Ideas and Ideas of action

4. Identify Objectives

5. The Scope of Marketing Research
Areas of research Possible elements to be considered
Identifying market trends
The Market Identifying market segments
Building up a profile of potential / actual consumers
Analyzing their strengths and weaknesses
Competition Finding information on competitors (prices, sales, etc.)
Analyzing the effectiveness of promotional materials
Promotion Decide upon choice of media for promotions
Identifying consumer wants
The Product Developing new ideas
Assessing consumer reaction to newly launched product
Discovering the value consumers place on the product
Pricing the product Identifying the sensitivity of the demand for the product
to changes in its price

6. Collect Information and
Ideas

7. Desk Research
• It involves the use of Secondary Data. This is information which already
exists in some form. It is not always in the desired form because it has
been collected for other purposes. Therefore it needs to be adapted before
it can be used.
• Resources:
– Existing Market research reports.
– Sales figures (broken down to market segments)
– Reports from members of the sales force resulting from direct contact with customers
– Internet data.
– Information from competitors
– Government publications
– Data from customer services on complaints which have been received about a
product/service.
– General publications (Newspapers, magazine articles, etc.)

8. Field Research
• It involves collecting Primary Data. This is information that doesn’t already exist. It
has to be collected by the researcher. Primary information can be used to gain
marketing advantages over rival firms because they don’t have access to it.
However, Primary data can be expensive and time consuming to collect.
• Resources:
– Sampling Designs:
 Stratified Random Sampling: Proportional random samples from logical samples.
 Cluster Sampling: random samples from logical geographically dispersed clusters
 Multi-Stage Sampling: sampling following different stages until final sample.
• Research design Specification:
– Quantitative Techniques: use of statistics.
 Questionnaires
 Scales
– Qualitative Techniques: comprehensive analysis.
 Personal Interviews
 Telephone Interviews
 Internet Surveys
 Focus Group

9. Analyze Information

10. Descriptive Techniques
• Much of the information collected will be too detailed to be useful. It is
necessary for this raw data to be organized into a form that can be used to
make a decision effectively. Descriptive Techniques can be used to present
the data in a more perceivable manner.
• Methods:
– Graphical Description:
 use graphs to summarize data
 examples: histograms, scattergrams, bar charts, pie charts
– Tabular Description:
 use tables to summarize data
 examples: frequency distribution schedule, cross tabs
– Parametric Description:
 estimate the values of certain parameters which summarize the data
o Central Tendency
o Statistical Dispersion

11. Descriptive Techniques - Sample
Reviews of 26 Customers
20
18 Nu. Of
16
14 Comments
12
10
8
6
4
2
0
Reviews on the Hotels:
Faisaliah Hotel (Riyadh), Carlton AlMoaibed
(Khobar), Four Seasons Hotel (Riyadh),
InterContinental Hotel (Riyadh), Le Gulf Meridien
Hotel (Khobar), Salaheldine Hotel (Riyadh),
Sheraton Riyadh Hotel & Towers (Riyadh),
AlGosaibi Hotel (Khobar), Marriott Hotel (Riyadh),
AlKhobar Holiday Inn (Khobar).

12. Choose a Course of
Action

13. Making a Decision
Based on the Analysis report, a decision can be made and action
will be taken.
If a decision cannot be made effectively, the previous two stages of
the process (Collecting and Analyzing Information) will have to be repeated
to reach a decision.
The decision then will be communicated and carried out to arrive to
the desired outcome (achieve the set objectives)

14. Thank You