Market Research Essay Example | Topics and Well Written Essays - 2750 words

Market Research - Essay Example The paper has been linked to the various literatures that have been provided in the past and this provides a basis for the entire paper. Various aspects like the scaling methods, the data collection methods, and also the data analysis methods have also been discussed herewith in. Conducting a quantitative research is very beneficial as it allows the researcher to gain a better view of its customers and enables the company to improve its services based on these feedbacks that are gained. The market research attempts to find answer to the following questions: a) What is the relative importance of various factors that customer expect from their hotel stay? b) What is the level of customer satisfaction towards their hotel stay in the chosen hotels? Based on the literature analysis of similar studies in the past, the researcher has identified some of the factors that seem to be important as expectations from the customer. Hence the information that is required at this stage of the research is the customer’s views on the following elements of the business: For the company to be able to attain this information there are a few methods that the hotels can adopt. The methodology used to conduct the research is referred to as the ‘research methodology’. There are a number of different approaches that are available for research methods. The research approaches used in the study comprises a mixture of both the â€Å"phenomenological paradigm† which is also referred to as a â€Å"qualitative† approach, and the â€Å"positivistic paradigm† also known as the â€Å"quantitative† approach (Collis & Hussey, 2003, p. 47). With the positivistic paradigm, the emphasis is on using measurement to find out the relationships between facts and causes of the phenomenon. This is â€Å"an essential element of the research process under this paradigm† (Collis & Hussey, 2003, p. 57). This