ABSTRACT
The purpose of this chapter is to provide a brief background of research types and common statistical approaches utilized in the current literature in hospitality marketing. Quantitative, qualitative, and mixed methods research is reviewed and supplemented by a description of how each has been applied in hospitality marketing research. Statistical techniques and applications, ranging from a basic comparison of group means to advanced techniques such as factor analysis and structural equation modeling is provided as it represents the quantitative domain. Techniques are reviewed and how each has been utilized in recent hospitality marketing literature is provided. Lastly, a review of the techniques and recommendations for future applications of methods are presented.
