Marketing research: case study

1. Management Decision Problem (MDP)

How can short- roost phaeton rime be increased to boost development and economic outgrowth?

According to the project brief of the Redcliffe Tourism Accommodation strategy, Redcliffe is now approach a big challenge in tourism. Although Redcliffe has a push-down storage of advantages with its natural attractions, strategic position and landscape, the quality and quantity of tourist trying on has not grown substantially. The project brief mentioned that the offspring of campsite/caravan parks has decreased over the medieval ten years and some of the hotel/motels which provided short-term accommodation begin closed. Besides, Redcliffe only has four star accommodation. Despite the growth in backpackers, bed and breakfasts and rental house or unit, three places which act to provide backpacker/hotel accommodation have failed in new-made years. From these information, the manager considered that the limited amount of tourist accommodation block up the growth of tourism. Therefore, the management decision problem is whether more accommodation should be provided, and if there be any other slipway to attract more tourists.

2. Marketing Research Problem bid (MRP)

Marketing research problem consists what information is involveed and how it can be obtained in the most feasible way (Malhotra, 2004, p. 43.). Therefore, the brief aims are as follows:

To identify the current visitors proportional distribution.

To identify the accommodation preferences of tourists.

To identify the impact of visitors to promotions.

To identify the current incentives which drive visitors to stay overnight.

In the project brief, the research problem is how to attract more tourists to hassle economic growth. But some data still need to be identified.

1.What kinds of tourist would like to stay overnight?

It is inevitable to segment the tourists into different groups. By separating into different groups, such as family, businessman, backpacker, international tour group, decision makers can more easy target the...

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