D1: Evaluate the market research methods used by a selected organisation.
During this assignment, I will be evaluating the market research methods used by
Pinewood Hotels in the present as well as previously. I will be highlighting the main
research methods and how it’s paid off for the success of Pinewood Hotels during
their years of service and also what it’s done to their reputation and brand image.
Firstly, I will be talking about the usage of questionnaires. This is the first method of
collecting primary data that is usually pointed at when people ask you about primary
research methods.This is because of the frequency of use and also when looking at
the efficiency perspective as well as the cost-effective materials used making it a
very popular choice in today’s method of market research. It’s an old fashioned yet
effective method of collecting information and is still to date very much efficient to do.
This is when the customers/potential customers or even the staff are given a
selected amount of questions chosen by the person/people looking for the
information, and is based on what their opinions are about the Hotel, how they feel
their experience went, whether they may consider coming to the Hotel. This
information is passed on to higher-ups such as management who would look at this
in a board meeting and evaluate the aspects in what makes them thrive, but also
where their flaws lie. Taking constructive feedback from a customer is key as you get
a perspective of the business from the other side of the table and it can be very
valuable for them to do so in order to see their business progress further than their
competition. Following up on this point, being able to create a questionnaire may
have just got much more easier/efficient for both parties with the introduction of
“Google Forms”. This means that Pinewood has the ability to create a questionnaire
through google forms and have customers submit their answers online. This could
be an alternative as some customers may not have the time to fill out a questionnaire
by hand and return it safely to the business, therefore giving them the option to do so
online means they can attend to it at any point in a wider time frame. All answers are
submitted anonymously and creates an ease of access but also follows the social
media trend to it too. In addition, being able to present an efficient method as such
can be a way of a customer to really explain their experience with Pinewood Hotel
and can potentially add this to their website as a collage of responses, therefore
potentially luring customers towards them rather than local competitors such as
Holiday Inn or Premier Inn.
However, despite the many advantages of using a questionnaire, Pinewood Hotels
may also find that plenty of customers simply do not want to share their opinion
whether it be via Google forms or even by paper. This could even be a recurrence, if
this is then they must re-evaluate their questionnaire as it may not be too well written
or may be boring. Also, if they look at their rival Premier Inn, they offer 5% off the
next purchase for anyone who fills a customer feedback form. If Pinewood Hotels
were to implement a reward for filling out their questionnaire, they may find more
During this assignment, I will be evaluating the market research methods used by
Pinewood Hotels in the present as well as previously. I will be highlighting the main
research methods and how it’s paid off for the success of Pinewood Hotels during
their years of service and also what it’s done to their reputation and brand image.
Firstly, I will be talking about the usage of questionnaires. This is the first method of
collecting primary data that is usually pointed at when people ask you about primary
research methods.This is because of the frequency of use and also when looking at
the efficiency perspective as well as the cost-effective materials used making it a
very popular choice in today’s method of market research. It’s an old fashioned yet
effective method of collecting information and is still to date very much efficient to do.
This is when the customers/potential customers or even the staff are given a
selected amount of questions chosen by the person/people looking for the
information, and is based on what their opinions are about the Hotel, how they feel
their experience went, whether they may consider coming to the Hotel. This
information is passed on to higher-ups such as management who would look at this
in a board meeting and evaluate the aspects in what makes them thrive, but also
where their flaws lie. Taking constructive feedback from a customer is key as you get
a perspective of the business from the other side of the table and it can be very
valuable for them to do so in order to see their business progress further than their
competition. Following up on this point, being able to create a questionnaire may
have just got much more easier/efficient for both parties with the introduction of
“Google Forms”. This means that Pinewood has the ability to create a questionnaire
through google forms and have customers submit their answers online. This could
be an alternative as some customers may not have the time to fill out a questionnaire
by hand and return it safely to the business, therefore giving them the option to do so
online means they can attend to it at any point in a wider time frame. All answers are
submitted anonymously and creates an ease of access but also follows the social
media trend to it too. In addition, being able to present an efficient method as such
can be a way of a customer to really explain their experience with Pinewood Hotel
and can potentially add this to their website as a collage of responses, therefore
potentially luring customers towards them rather than local competitors such as
Holiday Inn or Premier Inn.
However, despite the many advantages of using a questionnaire, Pinewood Hotels
may also find that plenty of customers simply do not want to share their opinion
whether it be via Google forms or even by paper. This could even be a recurrence, if
this is then they must re-evaluate their questionnaire as it may not be too well written
or may be boring. Also, if they look at their rival Premier Inn, they offer 5% off the
next purchase for anyone who fills a customer feedback form. If Pinewood Hotels
were to implement a reward for filling out their questionnaire, they may find more
