Understanding the marketing research process: a guide to using an outside research supplier

Abstract

The competitive environment facing the hospitality industry has forced executives at all levels to learn more about the needs and wants of their customers and how their own business can meet these needs. Marketing research is one of the ways executives learn about their customers. In his article in the Cornell Quarterly ( 28(1), 48–57), Peter Yesawich explained how an individual property can conduct its own studies using in-house resources. This article adds to the work of Yesawich by explaining how to use an outside marketing research contractor to undertake specific studies. Specifically, this article provides an overview of the different types of marketing research contractors, their strengths and weaknesses, and ways to choose and evaluate them. The information is directed at those who realize the need for marketing research but are unfamiliar with either the process of marketing research or how to buy it. The reason for using an outside contractor and the steps involved in a marketing research study are also explored.