ABSTRACT
Commencing with an initial definition, this chapter identifies the six main types of marketing research. It next describes ten kinds of marketing research activity, widely used in travel and tourism, that readers can expect to find in practice. The next section explains a typical ‘menu’ of marketing research choices available to operators, and illustrates it in a travel and tourism context. The final part of the chapter indicates how to use a market research agency and comments on test marketing and monitoring for travel and tourism products.
