ABSTRACT
The research process starts when the tourism, hospitality or event management organization determines what information is needed. A market researcher who is familiar with the tourism industry will understand that the motivation for travel might be even stronger when economic times are difficult. The marketing research question can focus on competitors to learn from their successes and failures. Quantitative research studies gather statistical information and are conducted by another organization, a company or a government agency. Quantitative research is conducted using surveys that can be administered personally or self-administered online. If the organization needs opinions and ideas rather than facts, it will need to conduct qualitative research. Descriptive research is used when the research question is very narrowly focused and asks for facts that describe. Sometimes the organization may develop a research plan that uses both approaches. Social media along with technology have resulted in new methods of conducting traditional research and entirely new research methods.
