Research Methodology and Interpretation for Management Research

Running head - MANAGEMENT RESEARCH
Management Research
Name of the student
Name of the university
Author’s note

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Table of Contents
Executive Summary...................................................................................................................2
Chapter I: Introduction...............................................................................................................3
Chapter II: Literature Review....................................................................................................4
Chapter III: Research Methodology...........................................................................................8
Statement of Problem.............................................................................................................8
Research questions.................................................................................................................8
Problem Definition.................................................................................................................9
Design and plan......................................................................................................................9
Limitation.............................................................................................................................10
Chapter IV: Research Analysis and Interpretation...................................................................10
Chapter V: Conclusion.............................................................................................................14
Outcome and Managerial Recommendation........................................................................14
Conclusion and learning.......................................................................................................14
Future Scope.........................................................................................................................14
References................................................................................................................................15

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Executive Summary
The following research would be helping in making research based on the proposal
that would be helping in solving all the issues that have been identified in the proposal. The
organization Novotel Wollongong North-Beach Hotel have been in the serving business more
than 100 years. The organization is currently run by Accor Hotel Group. The group have
been in the industry of hospitality and services for a long run of 50 years. The group is
constantly expanding and creating new hotel for providing utmost services to their customers.
The division of these potential customers is done on the basis of different characteristic that is
exhibited by the customers. Segments are created as per the requirement of the buyers or
accordingly to the need of the customers. The research would be ending with the feasible
outcomes of the research and providing future scopes.

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Chapter I: Introduction
In the previous research proposal, an idea was proposed for conducting a research
about the market segmentation and the identifying the potential customers that would be
helpful for the developing the market (University of Sydney 2016). A particular organization
named Novotel Wollongong North-Beach Hotel was taken into account for studying the
market. The market would be ideally be considered to be prosperous with many kind and
variety of customers. The market have been filled with organizations that deals with various
kind of hotels that particularly serve at the northern side of the beach at Wollongong,
Australia (Flannery et al. 2017).
The organization Novotel Wollongong North-Beach Hotel have been in the serving
business more than 100 years. The organization is currently run by Accor Hotel Group. The
group have been in the industry of hospitality and services for a long run of 50 years. The
group is constantly expanding and creating new hotel for providing utmost services to their
customers (Sen and Kaushik 2016). They are mostly recognized for their quality services and
also creating new opportunities for maximizing their business of hospitality. At the site of
Wollongong North-Beach, many organization have been standing for a long time.
The research problem that have been identified in the previous research proposal
states that market segmentation have been one of the most prominent problem that have
immerged in managing sales and also marketing. There are also have been another issue that
is needed to be solved is the engagement of the customers. The solo purpose of the research is
to understand the various concepts of market segmentation and the impact of market
segmentation upon the choses industry for conducting the research.

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The following assignment would be discussing about the literature review, the
methodology that would be used in the research, analysis of the results and discussion of the
results and along with recommendation.
Chapter II: Literature Review
In this chapter, the researcher would be emphasizing on the various problems that
have been identified in the proposal, that have been effecting the organization. As identified
from the problems that is pointed out at the research proposal, it could be said that customer
engagement have been one of the most important aspect that is needed at any kind of market
(Hatheway, Kwan and Zheng 2017). The engagement of customers is considered to be a
significant part of managing any kind of business. Other factors like, market segmentation
and engagement of social media have also created many issues at the marketing and the
service provided by in the hospitality industry. In essence to that, for finding prominent
evidences regarding to the research topic, the researcher have been implying theories and
models in order to that. The aim of the researcher would be conducting the research
successfully with the help of gathering knowledge regarding the how to solve the problems
that have been identified in the research proposal sufficiently. Thus, this chapter would be
helping in developing a better knowledge about the research topic and also enhancing the
knowledge by creating many possibilities by learning from all the previous reviews and
research works. The chapter would be discussing about the critical analysis that would be
conducted by the researcher for finding ways in solving the problems that have been
identified at the research proposal. In order to that, the researcher would be analyzing all the
considerate opinions and perspectives of various authors that have provided their work in the
field of hospitality management and service industry. From the works of the other authors,
the researcher would be measuring the efficiency of the models and the theories that would

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be used in order to analyze the problems and the possible research questions that have been
identified earlier.
From previous studies and researches, it could be analysed that market segmentation
could be implied by the Novotel Hotel. The segmentation would be helping the organization
in gathering and attracting more customers (Alt and Iversen 2017). It would be helpful for the
hotel in making more assumption about their customer satisfaction by providing eminent
services for their customers. As for the magnificent view of the beach from the hotel, there
would be more customers getting attracted to the hotel after the implication of the market
segmentation. Thus, it would be more helpful for the organization for attracting more
customers with the help of the market segmentation. According to Ernst and Dolnicar (2018),
the main purpose of the organization would be targeting the desired customer for making the
considerate amount of tourists for their sales. Thus, it would be more convenient for Novotel
in developing better marketing plan and strategies.
The term customer engagement is somewhat similar for defining the correspondence
that develops regarding the communication, product or the service that is provided by the
organization. It might also be one of the most deliberate dissemination that have been
originating from any form of business to customer interaction which would be resonating in a
level of subconscious mind.
The practice of marketing is said to be aiming for creating a behaviour that would be
stimulating or influencing the customers. As discussed by Hollebeek, Conduit and Brodie
(2016), this would help in placing a conversation that would be more in the context of
strategic management for the organization to have a quantitative analysis of the business
processes. This would also be premised upon the understanding of the focus on particularly
maximizing the conversions of some circumstances which is likely to be decreased for