Getting the Most from Marketing Research

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Abstract
When asked how his firm derived guest profiles, the senior vice president of marketing for one national hotel chain replied, "We ask the desk clerks." The need for more sophisticated marketing research in the hospitality industry is clear. But, with the exception of firms gathering their information only from desk clerks, most companies can get better management information even from their existing research data. This article launches a six-part series on marketing research, focusing on ways to analyze data for better marketing decisions

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