Marketing Research Report: Strategies for Hyatt Corporation Success

This report presents a comprehensive marketing research analysis conducted for Hyatt Corporation, a multinational hospitality company. The research employs a mixed-methods approach, combining qualitative and quantitative methodologies to gather insights into customer preferences and optimal marketing strategies. The methodology section details the use of both qualitative methods, such as focus groups and interviews to gather opinions, and quantitative methods, including surveys, to collect numerical data. Sampling techniques, including probabilistic and non-probabilistic methods, are discussed, along with the research tools like questionnaires, observations, and focus groups. The proposed method of analysis involves data cleaning, statistical analysis using SPSS, and qualitative data analysis through discussion groups. The expected outcome is to provide Hyatt with actionable recommendations on marketing strategies based on the analysis of customer data and market trends. The report concludes that efficient research is crucial for Hyatt to devise the best marketing strategies, combining quantitative and qualitative methods and using various tools to gather information. The data analysis will present the information in an easily understandable format to identify trends and patterns, which will help the management to come up with the optimal marketing strategies for the organization.

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MARKETING RESEARCH ESSENTIALS
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Table of Contents
Introduction......................................................................................................................................3
Methodology....................................................................................................................................3
Qualitative Method......................................................................................................................3
Quantitative Methods...................................................................................................................4
Sampling..........................................................................................................................................4
Sampling Size and Population.....................................................................................................4
Sampling methods........................................................................................................................5
Research Tools.................................................................................................................................6
Proposed Method of Analysis..........................................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

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Introduction
Hyatt Corporation is one of the hospitality industry players in the American market that
started in the year 1957. The company is multinational, and it operates in many other countries
outside America. The company has its headquarters in Chicago. Other than the common
hospitality services, Hyatt Corporation also deals in Franchising hotels and restaurants. It has
managed to the extent its services to over fifty-six countries in different parts of the world.Hyatt
Corporation is currently researching its business that is likely to help it improve its performance.
The study aims to establish the optimal marketing strategies that the company can embrace in its
marketing. The research targets to get information from customers and other stakeholders from
America and other parts of the world.
Methodology
The study will employ two primary methods which will work together to deliver the best
results from the exercise. It will use both the qualitative and qualitative methods. Combining the
methods is important to unveil the hidden information both regarding the numbers and the
customer’s opinions on various aspects (Ivankova, 2015).Thus, the combination is essential for
delivering the useful results reliable information.
Qualitative Method
A qualitative method is a research approach that is used to get the views, opinions and the
general thoughts about various phenomena in the research exercise (Johnson, Onwuegbuzie and
Turner, 2007, pp. 112-113). Therefore, the qualitative methods will be essential in getting the
people's comments and opinions which are relevant in establishing the optimal marketing
strategies for Hyatt Corporation for its success.

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Quantitative Methods
The quantitative research focuses on establishing the numbers associated with a given
phenomenon. The approach helps to reveal figures. Thus, one can be better positioned to make
sound decisions depending on the resulting figures (Donnell, Lutfey, Marceau, and McKinlay,
2007, pp. 971-981). Thus, the approach will avail figure information that regards the optimal
marketing strategies for Hyatt Corporation. This is achieved by presenting the management with
a chance to observe the trends and patterns and therefore, choose the optimal marketing
strategies that the company can use
Sampling
Sampling refers to the process of determining the portion of a bigger population to act as
a representative of the whole. The process is important because it helps to ensure that the results
obtained are the real representative of the entire population (Vogt, Gardner and Haeffele, 2012).
Efficient sampling helps to reduce biases in the results that will be obtained. The sampling size
and the sampling method employed are critical in the research process and thus, must be
conducted carefully.
Sampling Size and Population
The sample population refers to the specific portion of the population that will be under
study. It is out of this whole community that the expected sample population is established.Hyatt
Corporation will put various types of population and study in this research. Firstly, the company
will focus on researching about the guest population who come to the hotel. The research will
also reach an online community to establish their opinions on the services of the organization.
This category of people will be made up of both the people who have ever used the

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organization's services and those that have never used them (Denzin and Lincoln, 2008). Besides,
the research will reach out to the general public in the cities and those from other parts. This
population is important because it forms a large potential market population to this company.
Sampling methods
The sampling methods that will be employed in this research can be broadly divided into
probabilistic and non-probabilistic approaches. Some of the probabilistic methods that will be
used in this research include random sampling and systematic sampling. In random sampling, the
research will arrive at the sample by a random move. Thus, every item in the population has the
potential of being chosen for sampling with a probability of one. This approach will mostly be
applied to the general public population to get unbiased information which will represent the
population outside. Random sampling is easier to use, cheap and also fast, however, the approach
is usually associated with many sampling errors. The systematic sampling will be applied by
selecting a first random start point then adopting a systematic way to reach other respondents
within the population.
The non-probabilistic methods in this research will help the researcher to have control on
the particular sample that will be under examination. The approach will allow the interviewer to
be better positioned and focus on a given group of people who have relevant information in the
endeavor (Reid and Bojanic, 2009, pp. 139). Hyatt Corporation will employ the convenience and
Quota sampling methods in the non-probabilistic approach.
Research Tools
Hyatt Corporation will survey the research exercise. The survey will be administered in many
different ways to increase the effectiveness and reliability of the research. Some of the ways

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include the use telephones, where the questions will be read to the respondents and then their
opinions recorded. The survey will also be administered through emails and internet (Shalowitz
and Miller, 2008, pp. 34). Whereby, the questionnaires will be sent to the possible respondents
though their emails for them to fill the web form and submit their responses. This will be
achieved through creating the soft questionnaires with Survey Monkey tool.Besides, the survey
will be conducted through face to face approach, where the interviewer will have an opportunity
to meet physically with the respondent (Sandra, 2008, pp. 26).
The research will employ various tools for its success. These tools will be those that suit
both the online population and those who are not online. The primary data collection tool in this
exercise will be the questionnaires (See Appendix 1).It will contain both the open-ended and
closed questions to get the appropriate responses from the samples. These different types of
question structures are important in revealing the information which will be useful for the
success of Hyatt Corporation. The use of questionnaires have many advantages, because they are
practical, provide large amounts of information, easy in quantitative research and also, its data
can be easily analyzed scientifically (Berinsky, 2008). However, questionnaires also have
shortcomings such as no way to establish the truthfulness of the information, a high level of
researcher imposition and also lacks validity.
Besides, the research will employ the observation and focus groups approaches.
Application of observation will entail a physical look and scrutiny of various aspects that have
effects on the marketing or can result in the optimal marketing strategies for the organization
(Teddlie and Tashakkori, 2008).On the other hand, the focus group approach will provide a
chance for people to sit down and brainstorm on how Hyatt can attain optimal marketing

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strategies. Thus, combining these approaches is likely to help increase the reliability of the
research.
Proposed Method of Analysis
The results of the survey will undergo certain stages before arriving at the required
information. These post data collection steps will provide a way to present data to the senior
management staff in an easy to consume way (Sanders, 2010). After collecting data in the
survey, it will undergo data cleaning. This will involve removing errors that can be seen
physically and ensuring that some little inconsistencies and mistakes can be seen physically.
After cleaning, the research will employ the data analysis software as a tool to analyze data. The
specific software that will be used is SPSS, which is a powerful software that is fit for this job
especially in handling quantitative data (Grbich, 2013).Regarding the qualitative data, the
research will use discussion groups to analyze the opinions, views and other feedback that will
be collected from the respondents.
The analyzed data will be presented in a way that will be easy for both the experts and
novices to understand the results. This will entail presenting data in self-explanatory ways such
as the graphs and charts (Vogt, Gardner and Haeffele, 2012). The methods are easy for people to
understand regardless of their data analysis experience. Besides, graphs and charts will help in
unveiling the trends that exist in data, and thus, the management will get a clear picture of the
patterns of certain scenarios in the research. This is important and will help to come up with the
optimal marketing strategies for the organization

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Expected Outcome
The analysis will entail coming up with the ranks of research information, the frequency
distribution of various scenarios in the research and their correlation. Also, the study will help
discover the geographical locations of different people with individual opinions on the marketing
strategies for Hyatt. It is expected that number distribution of the different scenarios of the
research will help the management make sound decisions on the optimal marketing strategies to
embrace (Seidman, 2013). Besides, the qualitative data will be critical to providing information
and analyzed opinions on various aspects in the current market. It will give the people's likes and
dislikes thus, helping to come up with appropriate customer requirements in the market.
Conclusion
In conclusion, researching an effective way is important to help Hyatt Corporation design
the best optimal marketing strategies for its use. The research methods that will be utilized are
both quantitative and qualitative. Combining these methods is important to reveal the figures and
then collect opinions. Also, sampling will help come up with unbiased results in the exercise.
Both the probabilistic and the non-probabilistic methods are important. The various tools will be
used in the research to collect information, with the questionnaire being the instrument at the
center of them all. Besides, the data analysis is necessary because it will help in presenting the
data in a way which can be easily understood by both the experts and the novices, and in
unveiling the trends in the research. Therefore, when the research is conducted efficiently, Hyatt
will be better positioned to get the optimal marketing strategies for its adoption.
References
Berinsky, A. (2008). Survey non-response. Thousand Oaks, CA: Sage Publications

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Bloomberg, L. and Volpe, M. (2012). Completing your qualitative dissertation: The roadmap
from beginning to the end. Thousand Oaks.
Denzin, N., and Lincoln, Y. (2008). Collecting and interpreting qualitative materials. Los
Angeles.
Donnell, A., Lutfey, K., Marceau, L., and McKinlay, J. (2007). Using focus groups to improve
the validity of cross-national survey research: a study of physician decision-making. Qual Health
Res, pp. 971-981.
Grbich, C. (2013). Qualitative data analysis: An introduction. London, England: Sage.
Ivankova, N. (2015). Mixed methods applications in the action research: From methods to
community action.Thousand Oaks, CA: Sage.
Johnson, R., Onwuegbuzie, A. and Turner, L. (2007). Toward the definition of mixed methods
research. Journal of Mixed Methods Research, pp. 112-13
Reid, D. and Bojanic, C. (2009). Hospitality Marketing Management (5 Ed.). John Wiley and
Sons. pp. 139.
Sanders, L. (2010). Discovering the research methods in the psychology: A student's guide.
Malden, MA: British Psychological Society/Blackwell.
Sanders, L. (2010). Discovering research methods in the psychology: A student's guide. Malden,
MA: British Psychological Society/Blackwell.

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Sandra B. (2008). International Brand Management of the Chinese Companies: Case Studies on
Chinese Household Appliances and Consumer Electronics Industry Entering US and Western
European Markets. pp. 26
Seidman, I. (2013). Interviewing as qualitative research: A guide for the researchers in the
education and the social sciences. New York, NY: Teachers College.
Shalowitz, D. and Miller, F. (2008). The Search for Clarity in the Communicating Research
Results to the Study Participants. Journal of Medical Ethics, pp. 34
Teddlie, C. and Tashakkori, A. (2008). Foundations of the mixed methods research: Integrating
quantitative and qualitative approaches in the social and behavioral sciences. Thousand Oaks:
Sage Publications.
Vogt, W., Gardner, D. and Haeffele, L. (2012). When to use what research design. New York,
NY: Guilford Press.