1. Market Research Methods in Travel and Tourism
BTEC Travel and Tourism

2. Why Do Market Research?
Market research is commonly seen as finding out if a product or service will be successful
But there is more to it than that
Market research can have many different purposes

3. Research Purposes To identify customer needs and then meet those needs
To learn about customer attitudes and values
To help develop products and services that meet identified needs

4. Research Purposes To discover sales trends
To find out about competitors’ activities
To measure the effectiveness of promotional activity
To classify customers into groups or types

5. How Is It Done?
Unique research that uses surveys, interviews and questionnaires to find out about markets
This is known as ‘primary’ research
Using existing information such as internal or external records and statistics to learn more about markets
This is called ‘secondary’ research

6. Why Use Different Methods?
Each different method has its advantages and disadvantages
Each may only be appropriate in certain circumstances
Users need to work out if the method is right for them according to its cost, reliability, validity, accessibility and the time it will take to gather

7. What Now?
Go to the Activity that accompanies this Presentation to find out more about how market research is used in the travel and tourism industry