MG413 - Data Insights for Business Decisions: Data Collection Report

This report, prepared for the MG413 Data Insights for Business Decisions module, examines data collection and analysis within organizations, specifically focusing on the hospitality industry, using Marriott as a case study. It explores various types of data collection, including big data, smart data, and metadata, and differentiates between primary and secondary data sources. The report contrasts orthodox market research with big data approaches, highlighting the advantages and disadvantages of each, particularly in the context of technological advancements and global competition. Furthermore, it delves into the storage of information, discussing different database types and the role of management information systems in data synchronization and protection. The analysis underscores the importance of data-driven decision-making for organizational improvements and customer experience enhancement.

MG413 Data insights for
business decisions

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Type of data collection by organizations.....................................................................................3
Orthodox market research and big data.......................................................................................3
Storage of information with key references to databases............................................................4
CONCLUSION................................................................................................................................5
REFERENCE...................................................................................................................................6

INTRODUCTION
Data is the collection of information which is used by organization for the process of decision
making. Marriott is the chosen organization which tend to provide hospitality services to its
customers all across the globe. Evaluation of the type of data in the hospitality industry is done in
this report with that differentiation of orthodox market research and big data research is also
done in the report.
MAIN BODY
Type of data collection by organizations
Data is the collection of information which is being utilized by organizations like Marriott so that
it is able to make improvisations in its working process through which it will be able to improve
customer experience. Data collection is of several type which are as following
1. Big data- Big data is the term which is being used in the recent years because of its
voluminous and complex analysis, since big data tend to analyse large organizational
data. Due to which it is being used by organizations like Marriott through which it can
achieve high productivity because of its volume (Solomon, 2018). This type of data
consist of large details like customer data from all across the globe and is also consist of
company's legal activities.
2. Smart data- Smart data cannot be used for analysing data in large volume but instead
this consist of steps which can be taken in context with the data so the company can
develop its working software on that basis through which it can make sure that it is able
to analyse the data. This data comprises of customer touch point informations like
company's mobile information and customer reviews to improvise their experience in
hospitality industry like Marriott.
3. Meta data- Meta data is the data which tend to describe the structure and meaningful
information about the data, so that it can be utilized for analysing the overall work
productivity. In other words metadata is the all you need to know brief about a piece of
information. Company tend to utilize the information which is being achieved through
application and convert this into understandable information so that improvisations can
be made accordingly.
The primary data which is being collected by the hospitality organizations like Marriott consist
of important information like customer details and company's legal activities on which basis it

tend to implement improvisations accordingly. Whereas the secondary data tend to be consist of
information about the market competition because of which it is less important as compared to
the primary data. Thus Marriott tend to use big data as an primary data through which it is able to
achieve effective data for decision making and through which it is able to ensure that
organization is able to achieve the desired working output for goal achievement.
Orthodox market research and big data
Orthodox market research is the traditional way of analysing the organizational data so that it is
able to analyse the overall work productivity of the company and then tend to make efforts for
improving the weak areas which is affecting organizational working. This is an effective way of
analysing the organizational weak areas, however due to increasing globalization and market
competition organizations like Marriott have to implement changes in their working process
(Upadhyay and Kumar, 2020). So that it is able to achieve high level of work productivity with
high accuracy through which it is able to achieve desired work productivity.
But due to integrated technological advancement the data collection is also increased because of
this high data generation organizational like Marriott have to improvise their working measure
from traditional method to other technological advancements. This is an effective way than
compared to orthodox market research and data collection but on the other hand this increases
organizational expenditures on integrating technological advancement for achieving high work
productivity.
Other dissimilarity between orthodox market research and big data is that Marriott has to provide
additional training to organizational work force so that they are able to utilize the technological
advancements for utilizing big data. Whereas on the other hand no additional high level training
has to be provided to the employee for utilizing the data collected due to which it reduces
company's time and efforts.
Storage of information with key references to databases
Information is captured
Organizations like Marriott tend to collect its useful information through online platforms like
company's mobile application, computer system and its receptions through which it is able to
collect the useful information provided by the customers in its database. Company tend to store
its large data of customer details in such a way that it utilizes it for advertising itself to the

customers through which it is able to achieve high level of work productivity (Lv, Li, Lv and
Xiu, 2019).
Stored to data base
There are several different type of database which can be utilized by the organization for the
purpose of storing its information which is being collected through the integrated approach of
several other factors. Thus company can utilize databases like cloud storage in which the
information is being stored on the internet because of which company is able to achieve high
level of work productivity. Apart from that company can also store its data in traditional hard
copies through which it can ensure high level of data privacy but will increase organizational
expenditures.
Management information system
Management of information system consist of effective utilization of information technology in
the context of hardware and software through which company will be able to achieve high level
of data synchronism. Through this it can make sure that it is able to efficiently retreat the data
and store the data with high level of data protection.

REFERENCE
Books & Journals
Solomon, J., 2018. Monitoring and evaluation: Key steps for long-term services and supports
organizations. Generations. 42(1). pp.50-55.
Upadhyay, P. and Kumar, A., 2020. The intermediating role of organizational culture and
internal analytical knowledge between the capability of big data analytics and a firm’s
performance. International Journal of Information Management. 52. p.102100.
Lv, Z., Li, X., Lv, H. and Xiu, W., 2019. BIM big data storage in WebVRGIS. IEEE
Transactions on Industrial Informatics. 16(4). pp.2566-2573.