Conducting Primary and Secondary Research for Business Research Project

This document discusses the primary and secondary research methods for a business research project that examines costs, access, and ethical issues. It explains the benefits and challenges of each method and provides insights into conducting effective research. The document also explores the use of analytical tools to examine research outcomes.

Research project

Contents
TASK 2............................................................................................................................................1
P3. Conduct primary and secondary research by accepting effective methods for business
research project that examines costs, access and ethical issues...................................................1
P4. Apply effective analytical tools to examine research outcomes...........................................4
TASK 3..........................................................................................................................................11
P5. Communicate outcomes of research in effective manner for the intended audience..........11
TASK 4..........................................................................................................................................12
P6. Reflect on the efficiency of research methods applied for accomplishing objectives of the
hospitality research project........................................................................................................12
P7. Consider alternative research methodologies and lessons learnt by the outcomes.............13
CONCLUSION..............................................................................................................................14

TASK 2
P3. Conduct primary and secondary research by accepting effective methods for business
research project that examines costs, access and ethical issues
Primary research method- The motive of primary research method is to collect data and
answer questions that have not been asked before. Primary research is typically more time taking
and has higher associated costs, so it is in the best interest of a company to only organise primary
research after the gaps in accessible secondary research method have been found out (Krizanova
and et. al., 2019). With the support of primary method of study, the research can collect and
assemble first hand or pure data with the help of different primary sources. It is an in depth
research of facts and evidences by the investigator and it needs going instantly to the source for
one to one communication with the individual like, consumers and prospective customers in the
target market. Usually, primary studies is tailored towards a selected problem and the
information is amassed in the wake of the moment. This leads to greater objective research
findings. The facts accumulated in number one research is examined and interpreted based
totally at the wishes of the business enterprise. Hence, there are very little generalizations that
might not replicate the studies state of affairs.
But there is a bit complexity to conduct primary research as it needs a lot of time, money,
resources and some prior data about the subject. With a view to getting required data, the
investigator has to begin from scratch. The study can be executed through interviews,
questionnaires, observations and many more. This type of studies is also time-ingesting and can
be pretty exhaustive in nature. Data accumulating strategies in number one research frequently
span over lengthy durations of time consequently, this research technique isn't suitable for
addressing urgent issues.
Secondary research method – It is a research method that considers utilising already
existing data. Current information is summarised and gathered to maximise the overall efficiency
o research. Secondary research considers research material published in research reports and
similar documents (Chin, Chin and Wong, 2018). These documents can be made accessible by
public libraries, websites, data acquired from already filled in surveys etc. Some government and
non-government agencies also store information that can be utilised for research purposes and
can be recovered from them.
1

The volume of information accessible on a specific area may be overwhelming at the starting of
the secondary research process. This research is less expensive and less time taking process as
data needed easily accessible and does not cost much if extracted from authentic sources.
Secondary information often require little to no fee for human beings to acquire them (Horng and
et. al., 2018). Many books, journals, and magazines may be downloaded without spending a
dime on-line. Books also can be borrowed without spending a dime from public libraries by
means of individuals who do not have access to the net. A minimum expense is related to acquire
data. Although data is readily accessible, credibility assessment must be executed to understand
the authenticity of the data accessible. Researchers spend a lot time surfing thru a pool of beside
the point records before eventually getting the only they want. This is due to the fact the facts
turned into not accrued specifically for the researcher.
Costs- It is a crucial aspect, without it primary and secondary research cannot be organised
in more appropriate and adequate manner. To conduct primary and secondary research, there are
sufficient fund is needed that support in attaining in computing research in developed form and
in given time frame.
Access- This is another tool which can be included by the research in context of determine
for organising this research or study in appropriate manner. In addition to this, the investigator
centres on assembling information and data from representative and their main centre on
gathering and assembling data from representative ad their main centre on gathering data by
using computer system of technology for long time frame. It is considered that this tool or
method is included and provides support to researcher in attaining both studies in effective
manner.
Ethical issues- The significance for researchers to assure that ethical principle are
determined at the time of conducting research process in order to offer or conduct primary or
secondary research. In addition to this, there is different kind of ethical issues in reference of
informed consent and so on. Therefore, it is required to organise a survey in ethical form.
Questionnaire- It is a research instrument including of a series of questions for the aim of
collecting data from representatives. Questionnaires can be thought of as a kind of written
interview. They can be carried out face to face, by telephone, computer or post (Ližbetinová and
et. al., 2019). Questionnaires offer a relatively cheap, rapid and effective way of acquiring large
amounts of data from a large sample of individuals. Data can be collected relatively quickly as
2

the investigator would not require being present when the questionnaires were completed. This is
crucial for large populations when interviews would be impractical.
Questionnaire
Q1. Do have understanding about the concept of marketing and communication in
hospitality industry?
(a) Yes
(b) No
Q2. What are the challenges faced by Belmond in relation of marketing and
communication while promoting sustainability during COVID 19?
(a) Managing social media accounts
(b) Lack knowledge about consumers preferences
(c) Ineffectiveness of content marketing
Q3. What are the effective approaches of marketing and communication that can be
considered by the management of Belmond in order to promote sustainability within
hospitality industry?
(a) Conduct webinars to engage customers through zoom calls
(b) Taking proper feedbacks from customer through email or official websites
(c) Make online promotions on social media to attract customers and engage
Q4. What is the use of marketing and communication tools within hospitality sector?
(a) Attract target audiences
(b) Promote sustainability
(c) Create awareness about products and services
(d) Establish an effective position in the market
Q5. What is the significance of developing sustainability for hospitality industry?
(a) Improve brand image
(b) Cost effectiveness
(c) Better consumer experience
(d) Great corporate image
Q6. Do you agree that lack in management of social media account is the key issues which
are faced by Belmond due to marketing and communication when promoting sustainability
during COVID 19?
3

(a) Yes
(b) No
Q7. Do you think that taking proper feedbacks from customer through email or official
websites is the key approach which can be used by the administration of Belmond in order
to deal with marketing and communication related issues?
(a) Agree
(b) Disagree
Q8. Are you support that creating awareness about products and services is the main use
and purpose of marketing and communication tools?
(a) Yes
(b) No
Q9. Do you agree that better consumer experience is the main importance of developing
sustainability for hospitality sector?
(a) Agree
(b) Disagree
Q10. Provide suggestions regarding the issues which are faced by Belmond due to
marketing and communication tools while promoting sustainability during COVID 19.
P4. Apply effective analytical tools to examine research outcomes
Theme 1: the concept of marketing and communication in hospitality industry
Q1. Do have understanding about the concept of marketing
and communication in hospitality industry?
Frequency
(c) Yes 30
(d) No 20
4

Interpretation- This has been summarised form the above defined information that among the
selected population of 50 people as employees of Belmond, 30 responders are responded that
they are well aware with the concept of marketing. While remaining 20 individuals are replied
that they are not familiar with the concept the conception of marketing and communication in
hospitality industry.
Theme 2: the challenges faced by organisation due to marketing and communication while
promoting sustainability during COVID 19
Q2. What are the challenges faced by Belmond in relation of
marketing and communication while promoting sustainability
during COVID 19?
Frequency
(d) Managing social media accounts 15
(e) Lack knowledge about consumers preferences 25
(f) Ineffectiveness of content marketing 10
Interpretation- From the defined graphical representation, this has been concluded that among
the chosen group of 30 people, 15 individuals are replied that managing social media accounts is
the key obstacle which suffered by respective firm in context of marketing and communication
5

when promoting sustainability during COVID 19. Whereas 25 individuals are supported to lack
of knowledge about customers’ preferences is the main problem that is confronted by Belmond
in relation of marketing and communication while promoting sustainability at the time of
COVID 19. While enduring, 10 responders are responded that ineffectiveness of content
marketing is the min challenges which can be suffered by Belmond regarding marketing and
communication during the time of promoting sustainability in COVID 19 pandemic situation.
Theme 3: Approaches of marketing and communication that can be considered by the
management in order to promote sustainability within hospitality industry
Q3. What are the effective approaches of marketing and
communication that can be considered by the management of
Belmond in order to promote sustainability within hospitality
industry?
Frequency
(d) Conduct webinars to engage customers through zoom calls 20
(e) Taking proper feedbacks from customer through email or
official websites
17
(f) Make online promotions on social media to attract
customers and engage
13
Interpretation- It has been summarised from the above defined statistical information that
among the population of 50 workers, 20 individuals are replied that conduct webinars to involve
consumers by zoom calls is the key approach and tool which can be used by company in order to
promote sustainability within hospitality sector. While 17 representatives are replied that taking
proper feedbacks and responses from consumers by email or official website is an effective
marketing and communication approach which can be considered by management in context of
endorsing sustainability within hospitality sector. Enduring, 13 responders are responded that by
6

making online promotions on social media in order to get attention and engage consumers, they
can promote sustainability within hospitality.
Theme 4: use of marketing and communication tools within hospitality sector
Q4. What is the use of marketing and communication tools
within hospitality sector?
Frequency
(e) Attract target audiences 12
(f) Promote sustainability 8
(g) Create awareness about products and services 16
(h) Establish an effective position in the market 14
Interpretation- It has been analysed that among the selected population of 50 people as workers
of Belmond, 12 people are replied that communication tools and techniques are mainly used in
attract target audience. Whereas 8 workers are supported to promote sustainability is the main
utilisation of marketing and communication tools within hospitality industry. While remaining
16 people are agreed with create awareness about goods and services are the main use of
marketing and communication techniques in hospitality sector. Enduring 14 employees are
supported to establishment of an effective position of the company in the market is the main use
of communication and marketing tools in hospitality sector. Because by using these techniques,
organisation can create awareness so that people will aware with that and it can get an effective
position in the market place.
Theme 5: significance of developing sustainability for hospitality industry
Q5. What is the significance of developing sustainability for
hospitality industry?
Frequency
(e) Improve brand image 13
(f) Cost effectiveness 15
7

(g) Better consumer experience 12
(h) Great corporate image 10
Interpretation- This has been concluded from the above numerical data that among the selected
population of 50 workers, 13 workers are agreed with improve brand image is the key
importance of developing sustainability for hospitality industry. While 15 employees are
supported to cost effectiveness is the main essentialness of improving sustainability in hospitality
industry. Whereas remaining 12 individuals are supported to better consumer experiences as
significance of developing sustainability for hospitality sector. Enduring, 10 people are agreed
with great corporate image is the key importance of developing sustainability for hospitality
industry.
Theme 6: lack in management of social media account is the key issues which are faced due
to marketing and communication when promoting sustainability during COVID 19
Q6. Do you agree that lack in management of social media
account is the key issues which are faced by Belmond due to
marketing and communication when promoting sustainability
during COVID 19?
Frequency
(c) Yes 28
(d) No 22
8

Interpretation- From the defined visual representation, it has been summarised from the
selected unit of 50 employees in form of employees of Belmond, 28 workers are agreed with
lack of administration of social media account is the major problem that is faced by respective
organisation due to marketing and communication when promoting sustainability during COVID
19. While remaining 22 individuals are not supported this and viewed that there are several other
issues apart from lack of management of social media account which also affect the business
activities and operations of particular venture due to communication and marketing during
promoting sustainability in COVID 19 situation.
Theme 7: taking proper feedbacks from customer through email or official websites is the
key approach which can be used by the administration order to deal with marketing and
communication related issues
Q7. Do you think that taking proper feedbacks from customer
through email or official websites is the key approach which
can be used by the administration of Belmond in order to deal
with marketing and communication related issues?
Frequency
(a) Agree 26
(b) Disagree 24
9

Interpretation-This has been concluded form the defined graphical representation that among
the selected population of 50 employees, 26 people are supported to taking effective feedbacks
from consumer by email or official websites is the main tool that can be considered by the
management of respective firm in context of dealing with marketing and communication
associated problems. While enduring 24 responders are responded that there are number of other
approaches and strategies which are crucial and used by the management of Belmond regarding
management of marketing and communication related complexities.
Theme 8: creating awareness about products and services is the main use and purpose of
marketing and communication tools
Q8. Are you support that creating awareness about products
and services is the main use and purpose of marketing and
communication tools?
Frequency
(c) Yes 30
(d) No 20
Interpretation- From the mentioned graphical representation, this has been concluded that
among the chosen number of 50 people as employees of Belmond, 30 responders are responded
10

that the main use and purpose of communication and marketing techniques is in creating
awareness about goods and services of the company so that people are familiar with this and
interested in taking the benefits of them. While remaining 20 representatives are replied that they
do not think that marketing and communication tools are used by hospitality firm only for
creating awareness regarding its goods and service. Because there are several other way in
context of these methods and tools can be considered.
Theme 9: better consumer experience is the main importance of developing sustainability
for hospitality sector
Q9. Do you agree that better consumer experience is the main
importance of developing sustainability for hospitality sector?
Frequency
(c) Agree 27
(d) Disagree 23
Interpretation- This has been monitored that form the defined visual communication that
among the selected group of 30 people, 27 are agreed that effective consumer experience is the
key significance of developing sustainability for hospitality industry. While remaining 23 people
are disagreed with this and responded that there are several importance of developing
sustainability for hospitality industry apart from good customer experience.
TASK 3
P5. Communicate outcomes of research in effective manner for the intended audience
It is included that the use of marketing and communication tools can be analysed by the
hospitality firm for making effective interaction with consumers as well as developing
sustainability within hospitality industry (Suárez‐Cebador and et. al., 2018). It is crucial for
sustainability of company and creates positive effect on the consumer base and its development.
11

Along with this, it is measures that in context of Belmond, this kind of tools or tactics are
important or developing consumer base and developing the image of the firm in the market place
because it provides support in managing cost that enable company to develop behaviour of
consumer during the specific phase of time frame. It is evaluating that sustainability in
establishment provide help in offer information and content in context of need in upcoming time.
There are several types through which hotel can centres on maximising decision taken by
customer and also promoting sustainability in the market place by using effective tools and
techniques of marketing and communication. This supports in developing decision making in
context of use of marketing tools regarding promoting sustainability in hospitality sector during
COVID 19 situation (Mi and Coffman, 2019). According to the result, it is monitor that the
establishment like Belmond is needed to execute sustainable tactics that offer support in
developing number of target audiences in which they concentrates on development of company.
It also enables the firm for accomplishing set research aim and objectives on time.
TASK 4
P6. Reflect on the efficiency of research methods applied for accomplishing objectives of the
hospitality research project
I feel happy by acquire the development option to perform or work in particular research
regarding specific topic. Moreover, I also feel glad in organising this research because through
underfunding about this topic I gain information and knowledge about the use of marketing and
communication tools to promote sustainability within hospitality industry. Along with this,
particular research supports me to understand much about hospitality sector, Also, with the help
of this study I gain knowledge about the use of marketing and communication tools in order to
influence decision making of buyers. Additionally, I has formulated different sorts of research
skills like data analysis, literature review, data collection, time management and many more. All
these abilities and competencies supports me in executing particular research as well as
acknowledging associated to whole methods that are considered and used in the investigation.
Moreover, it also supported me in accomplishment my set objectives which I have determined
above. In addition to this, during the time of performing in this research project, I also suffered
some issues as shortage of assets, finances and time etc. so all these issues are suffered by me
during executing particular study. For example, research may use Gantt chart because it would
12

help me to conduct the time based upon the activities. Along with this, for it, I use several
sources of financing that enabled me in attaining particular research in successful form.
Within respective research, I use both primary and secondary sources of information. As it
help me to accomplish aims and goals in appropriate and adequate manner. Secondary data may
be collected with help of literature review. As within literature review, I have defined all crucial
research objectives point in defined manner. Also, it facilitates me to know about the use of
marketing and communication in developing the sustainability within hospitability industry.
Along with this, I have also executed primary research that aids me in executing the survey with
the support of questionnaires. Additionally, this survey is executed by undertaking 50
representatives because it is beneficial to understand their views regarding specific research
topic. Along with this, the questionnaires helped me in acquiring valid outcomes and
accomplished objectives.
P7. Consider alternative research methodologies and lessons learnt by the outcomes
For investigator, it is not easy to choose efficient research method in context of earning
optimistic outcomes. In addition to this, there are diverse forms of data and information that is
analysed the researcher for collecting data from responders. In provided assessment, it has been
analysed that survey helps in conduct diverse things in effective manner. Also, it is concluded
that service is determined as a similar or equivalent which enables in analysing data in upcoming
time frame. Survey research technique and method is an effective instrument that supports in
collecting and gathering importance data and this is the reason or purpose behind selecting it to
understand other. There are several marketing and communication tools and techniques to
developing sustainability within hospitality sector. Therefore, it is crucial and important to
perform long term sustainability for growth and development of organisation.
Recommendations- Sustainability plays an effective and important role especially fro
establishment those who are conducting the services and hospitality sector. During COVID 19
pandemic government of nearly all the nations enforced certain guidelines and principles for
company involved in this sector to execute sustainable practices in context f operating their
business activities. Regarding this, it has been suggested to Belmond to develop and execute
strong employment incentive in order to meet everyday demands and future health issues of
workforce. It will support them to appropriately overcome the issues which have been faced by
COVID 19. Along with this, the company is also suggested to make use of effective promotional
13

and marketing tools like social media, web ads, TV and many more in order to marketing and
make communication with its consumers. This will support in creating awareness about the
goods and services of the company as well as attracting target audiences regarding them in
appropriate form. Also, by organising webinars to involve consumer by zoom calls they can
make effective relation customers this will support in developing their effectiveness as well as
improving brand image. Additionally, by taking proper feedbacks from consumer by email or
official websites, the respective hospitality venture can build effective relations with their
consumers. By making use of marking and communication tools in online promotion and social
media to attract consumers and involve them will support in developing sustainability within
hospitality industry. Moreover, it has been suggested that the business establishment is needed to
organise business with ethical and practical plans in context of helping fast decision making, It
will assist the firm to organise the functions in appropriate form by getting over the complexities
and adequate form.
CONCLUSION
As per the defined research analysis, it has been found out that sustainability play an
important role for companies organising their operations in hospitality industrial industry.
Especially during the time period of COVID 19 pandemic sustainability turns out to be an
essentialness aspect for company deals in hospitality industry, as it plays an effective function
for company deals in hospitality industry, as its play importance function through which
organisation can not only develop their corporate image in particular sector but also permitted
them to fulfil present as well as future requirement of society and consumers in an efficient form.
With the assist of undertaking benefit of sustainable activities companies that hospitality industry
can make use of marketing and communication tools in developing sustainability within
particular sector. Moreover, it has been analysed that there were a range of challenges that
company can face in context of gaining sustainability during COVID 19 situation. Issues related
to managing social media, lack of knowledge about customers preferences and ineffectiveness of
content marketing which affect the sustainability of organisation in the market place. However
these issues can be appropriately get over with the help of effective marketing and
communication in order to use them to make good interaction with customers. With the
assistance of this, establishment can not only develop their overall growth but can also long term
sustainability in particular business area.
14

REFERENCES
Books & Journals
Krizanova, A. and et. al., 2019. The effectiveness of marketing communication and importance
of its evaluation in an online environment. Sustainability, 11(24), p.7016.
Chin, C.H., Chin, C.L. and Wong, W.P.M., 2018. The implementation of green marketing tools
in rural tourism: the readiness of tourists?. Journal of Hospitality Marketing &
Management, 27(3), pp.261-280.
Horng, J.S. and et. al., 2018. Developing a sustainable service innovation framework for the
hospitality industry. International journal of contemporary hospitality management.
Ližbetinová, L. and et. al., 2019. Application of cluster analysis in marketing communications in
small and medium-sized enterprises: An empirical study in the Slovak
Republic. Sustainability, 11(8), p.2302.
Suárez‐Cebador, M. and et. al., 2018. A model to measure sustainable development in the hotel
industry: A comparative study. Corporate Social Responsibility and Environmental
Management, 25(5), pp.722-732.
Mi, Z. and Coffman, D.M., 2019. The sharing economy promotes sustainable societies. Nature
communications, 10(1), pp.1-3.
Labanauskaitė, D., Fiore, M. and Stašys, R., 2020. Use of E-marketing tools as communication
management in the tourism industry. Tourism Management Perspectives, 34, p.100652.
15

Kemper, J.A. and Ballantine, P.W., 2019. What do we mean by sustainability
marketing?. Journal of Marketing Management, 35(3-4), pp.277-309.
Martínez, P., Herrero, Á. and Gómez‐López, R., 2019. Corporate images and customer
behavioral intentions in an environmentally certified context: Promoting environmental
sustainability in the hospitality industry. Corporate Social Responsibility and Environmental
Management, 26(6), pp.1382-1391.
Martínez, P. and Nishiyama, N., 2019. Enhancing customer-based brand equity through CSR in
the hospitality sector. International Journal of Hospitality & Tourism Administration, 20(3),
pp.329-353.
Cerchione, R. and Bansal, H., 2020. Measuring the impact of sustainability policy and practices
in tourism and hospitality industry. Business Strategy and the Environment, 29(3), pp.1109-1126.
Njoroge, M., Anderson, W. and Mbura, O., 2019. Innovation strategy and economic
sustainability in the hospitality industry. The Bottom Line.
Barbulescu, A., Moraru, A.D. and Duhnea, C., 2019. Ecolabelling in the Romanian seaside hotel
industry—Marketing considerations, financial constraints, perspectives. Sustainability, 11(1),
p.265.
Sofronov, B., 2019. The Development of Marketing in Tourism Industry. Annals of Spiru Haret
University. Economic Series, 19(1), pp.117-127.
Rather, R.A. and et. al., 2019. Customer brand identification, affective commitment, customer
satisfaction, and brand trust as antecedents of customer behavioral intention of loyalty: An
empirical study in the hospitality sector. Journal of Global Scholars of Marketing Science, 29(2),
pp.196-217.
Jones, P., Comfort, D. and Hillier, D., 2018. Common ground: The sustainable development
goals and the marketing and advertising industry. Journal of Public Affairs, 18(2), p.e1619.
16