Running Head: Lab Assignment 1
Continental Institute for International Studies
PART I Exploratory Research (Secondary Sources)
Begin by making a list of three questions that you can find the answers to in secondary sources.
Question 1) When customers are more likely to visit Hilton Hotels?
Question 2) What are the expectations of customers?
Question 3) Does price also match the facilities provided by Hotel?
Answer your three questions mentioned above. (3)
Answer 1) Customers are more likely to visit Hotel at weekends and on occasions. Mainly on
vacations they prefer a place which is calm and best for relaxation. Thus, Hilton is situated
nearly outside of industrial area which spread an emence of nature. Hotel also provide Golf club
facility with a huge area for Golf playing, which attract customers with Golf Passion and many
times Golf Tournaments also take place which helps to fill all hotel rooms.
Answer 2) Big, clean, bright and a great hotel. Just off the interstate this is really handy for an
overnight stay when passing through on Main Highway. The rooms are large and new and fresh.
The bar is a nice place for a nightcap. The breakfast is delicious, there is hot food but it was quite
dry and a basic selection with other cuisine available. This hotel is out of town so it’s leads to
Answers 3) According to customers, Prices are reasonable in all aspects including all cuisine,
rooms, and services.
Check out the Internet sources and explore what information is available to you: What
information would be helpful there?(2)
B. Go to any business web site mentioned it &what type of information would be useful
from the site selected? (2)
Answer B.) Filpkart is a good example which provide goods online.
Part II Primary Research
Define the Marketing Research problem?
Answer 1) Marketing research is the systematic design, collection, analysis and reporting of data
relevant to a specific marketing situation facing an organization. Companies use marketing
research in a wide variety of situation. Market Research problem “A statement specifying the
type of information needed by the decision maker to help solve the management decision
Which of the following descriptive research approaches will you use? Explain why. (3)
Observational, Experimental, Ethnographic, Survey
Survey- In survey method research, participants answer questions administered through
interviews or questionnaires. After participants answer the questions, researchers describe the
responses given. In order for the survey to be both reliable and valid it is important that the
questions are constructed properly. Questions should be written so they are clear and easy to
Another consideration when designing questions is whether to include open-ended, closed-
ended, partially open-ended, or rating-scale question. Advantages and disadvantages can be
found with each type:
Open-ended questions allow for a greater variety of responses from participants but are difficult
to analyze statistically because the data must be coded or reduced in some manner. Closed-
ended questions are easy to analyze statistically, but they seriously limit the responses that
participants can give.
In addition to the methods listed above some individuals also include qualitative (as a distinct
method) and archival methods when discussing descriptive research methods.
It is important to emphasize that descriptive research methods can only describe a set of
observations or the data collected. It cannot draw conclusions from that data about which way
the relationship goes — Does A cause B, or does B cause A?
Unfortunately, in many studies published today, researchers forget this fundamental limitation of
their research and suggest their data can actually demonstrate or “suggest” causal relationships.
Nothing could be further from the truth.