Imagine you are designing a marketing research project. Your overall goals for t
ID: 466763 • Letter: I
Question
Imagine you are designing a marketing research project. Your overall goals for the project are to identify best practices for green meetings from the perspective of vendors, compare marketing approaches, and evaluate the strategic and financial importance of offering green meetings. Do the following: a. Write three research questions you could ask conference attendees that would help you understand what consumers think about green meetings. b. Once you’ve determined what you want to learn about green meetings, write 3 specific and measurable research objectives for your project. c. What primary research strategies would you use to collect data for each objective, and why?
Explanation / Answer
Three research questions are:
1. Do you think green meeting can be considered an option for implementing sustainable solution?
2. Do you think that green meeting is as effective as other meetings in fulfilling the main goal?
3. Do you think that green meeting is more costly than normal meeting?
Three specific and measurable research objectives are:
Primary research strategy for collection of data for first research objective is study the balance sheet of those hotels or buildings who are conducting green meetings. There should comparative study about financials before implementation and after implementation.
Primary research strategy for collection of data for second research objective is to collect data from the resource having hospitality industry data. There are many forums who are offering such green certificates to the buildings can also be utilized to collect data.
Primary research strategy for collection of data for third research objective is to study the footfall in green hotels specifically for green meetings. Collection of NPS data and customer satisfaction index for these hotels can also serve the purpose.
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