Effective decision making in the management of a business requires reliable, valid and up- to-date market research. This course introduces the basic concepts of the research process, including problem definition, research design, measurement, data collection, data analysis, and the presentation of research findings. The aim of the course is to understand the concept and content of tourism market research and its connection with the process of tourism marketing.

Upon successful completion of the course, students will be able to:

-understand the stages of conducting a market research

-distinguish the types of market research, the stages of the research process

-search and process data from data sources

- draw conclusions from the findings of secondary tourism market research

-collect and analyze data from primary market research using the appropriate techniques

-analyze the concept of sampling in market research and the basic sampling methodologies that can be employed

-apply basic techniques of primary quantitative and qualitative research by drafting questionnaires and understanding the technique of interviewing

-recognize new trends in the tourism market and the characteristics of contemporary demand

-solve problems with real data integrating a multidisciplinary approach

-provide interpretation and critical evaluation of empirical analysis results

-present technical results in a clear and understandable way

- make decisions based on market research data

-read and understand reports and articles that make use of the concepts and methods introduced in the course

-design and carry out research to analyze the domestic and international tourism market

The concept of tourism market research and its connection with tourism marketing.

Methodologies and procedures used in tourism market research. Design of primary research, questionnaires, types of questions and interviews.

Sampling frames, sampling methods and sample types.

Methods and techniques of quantitative tourism market research. Data analysis.

Objectives, usefulness, procedure and techniques of qualitative research. Data analysis.

Analysis of findings and information from primary research and evaluation-use of information and data from secondary tourism market research.

Gathering, analyzing and evaluating market criteria and factors affecting tourism businesses, organizations and hospitality businesses.

Use of the results of tourism-related surveys carried out by international organizations or companies in the tourism sector.

Market Research in Travel and Tourism, Paul Brunt, 1997, Butterworth-Heinemann 

Marketing Research for the Tourism, Hospitality and Events Industries, Bonita Kolb,1st edition, 2018, Routledge

Marketing Research, V. Kumar, Robert P. Leone, David A. Aaker, George S. Day, 13th Edition, 2018, Wiley

Lectures, with active involvement and participation of students:

-Questions-Answers

-Presentation and Discussion of Case Studies

-Exercises and problems

-Discussion

-Inviting expert guests to encourage student discussion and critical thinking

Use of ICT in Teaching: Electronic Classroom Management System (Open eClass), Powerpoint slides, lecture notes in pdf, spreadsheets, appropriate statistical software

Use of ICT in Communication: Communication with students is achieved through the use of the Electronic Classroom Management System (Open eClass) and e-mail

Written final examination, of graded difficulty, which may include:

• Multiple-choice questions.
• Short Answer Questions
• Problem solving/exercises

The individual assessment grades  are indicated next to each topic.

Interim assessments (progress tests) may be given. Their details (examination format, date, time, subject matter, weighting coefficient, etc.) are announced in good time. Interim assessments do not exempt the student from the final examination.

The course calendar, the assessment criteria and weightings will be made known to students at the start of the course. Instructor reserves the right to adjust the pace to accommodate class progress. Students are responsible for keeping up with all adjustments to the course calendar.

• Seek, analyze and synthesize data
• Adaptation to new environments
• Autonomous work
• Team work
• Freedom of thought