Costa crociere: Business and marketing research project

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MTM IX students have designed a marketing research agenda for tourist companies: here here presented the project on the cruise company Costa Crociere. …

MTM IX students have designed a marketing research agenda for tourist companies: here here presented the project on the cruise company Costa Crociere.
www.mtm.iulm.it

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  • 1. COSTA CROCIERE
  • 2. QUESTIONS
  • 3. QUESTIONNAIRE: PersonalPreferencesYES or NOquestionsOPENquestionsLIKERT SCALEFrom 1 to 7:- Not important- Very low- Low- Indifferent- High- Very high- Extremelyimportant
  • 4. QUESTIONNAIRE: Perceptionof the Company
  • 5. QUESTIONNAIRE:Demographic variables
  • 6. SAMPLE
  • 7. AnalysisFocus on guest preferences regardingthe attributes of a Costa cruise tripTo understand which activity could beimproved in order to increasecustomers’ bookingWHY???
  • 8. Results IAGEPREFERENCES
  • 9. Results II
  • 10. HOW???Statistical MethodologyAGE x PREFERENCES GENDER x PREFERENCES
  • 11. Results I: Age x Preferences> 0.05
  • 12. Results II: Gender x Preferences> 0.05
  • 13. FINAL CONSIDERATIONSWe noticed that our Questionnaire was not appropriateto give us the direction to achieve our first objective.For future reasearches, we think that a newquestionnaire, more focused on our objective andshared with a bigger number of people, can bring usmore satisfying results.Anyway, this project has shown us that with right datasand working deeply on statistics, especially using theright tools as ANOVA, T-TEST, CORRELATION andREGRESSION we would be able to do a really precisework.