Title: Describe primary and secondary research methods and their value.
Course: Lodging Management (12159) > Section: Examining Marketing and Public Relations Functions in the Lodging Industry

Description should include primary methods such as guest surveys, client response forms, online post-stay guest surveys, and competitive analysis and secondary methods such as local economic development statistics, industry trend reports (e.g., travel information from Travel Industry Association [TIA], American Hotel and Lodging Association [AHLA]), and franchise reports.

Process/Skill Questions:

- What are some problems associated with employees gathering primary research information?
- How are secondary resources identified?
- How might a lodging's operation or marketing strategy be adjusted, based on a review of primary or secondary research?
- What are some popular online guest survey services?
- How should lodging staff follow up with guests who complete comment cards?
- Why is it important to follow industry trend reports?
- What are some reasons for using a combination of primary and secondary data?
- What is the measurable data found in primary vs. secondary data?