Research Proposal: Marketing and Communication in Marriott Hotels

This research proposal investigates the marketing and communication techniques employed within the hospitality industry, with a specific focus on Marriott Hotels and their approach to sustainability. The study aims to identify and evaluate various marketing and communication strategies, exploring their effectiveness in promoting sustainability. The research will examine the importance of these techniques in achieving sustainability goals, and recognize how Marriott utilizes them. The methodology includes a literature review, survey, and data analysis using a quantitative approach, with a sample of Marriott employees. The research employs an onion framework, utilizing positivism and a deductive approach. The project includes timelines, ethical considerations, and a Gantt chart for effective time management and data collection. The research will use both primary and secondary data collection methods, including questionnaires and literature reviews. The anticipated outcome provides insights into the current marketing and communication strategies in the hospitality industry and their effectiveness in promoting sustainability.

Research Proposal Form
Student Name: ______________________ Student ID: ____________
Centre Name: _____________________
Tutor: ________________ Date: ___________________
Unit: ____________________
Proposed Title: Best practices in global management within multinational.
______________________________________________
Section One: Title, objective, responsibilities
Title or working title of the research project (in the form of a question, objective or
hypothesis)
Research aim:
“To identify marketing and communication techniques and their effectiveness in
promoting sustainability in field of hospitality.” A study on Marriott hotel.
Research objectives
 To identify various techniques of marketing and communication used within
hospitality industry.
 To investigate the importance of marketing and communication techniques for
hospitality industry in attaining sustainability.
 To recognise the ways in which marketing and communication techniques that help
Marriott to deal with sustainability.
Research questions
 What is the techniques of marketing and communication used in hospitality industry?
 What is the importance of marketing and communication techniques within hospitality
industry for attaining sustainability?
 What are the ways in which marketing and communication are helpful for attainment
of sustainability within Marriott?
Section Two: Reasons for choosing this research project
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Reasons for choosing the project (e.g links to other subjects you are studying, personal
interest, future plans, knowledge/skills you want to improve, why the topic is
important):
The major reason of selecting this topic is to recognise marketing and communication
techniques existed within hospitality businesses in order to attain sustainability. This
investigation is beneficial for an individual in order to understand various practices used by
business for inhaling sustainability. This will help an individual to enhance their own
knowledge and develop several skills so that to deal with future complexities. This study will
facilitate the researcher to enhance various skills such as communication, time management,
research skills and many more. There this research is analysing all the stakeholders which are
associated with this research. Selection of this research topic is having different personal and
professional objective in which needs can be fulfilled by an individual. In the context of
personal interest this research will help an individual to develop their knowledge in relation to
marketing and communication methods and in context of professional development this
research is helpful in developing ways in which marketing and communication methods can
be enhanced. Therefore this investigation is essential for researcher in developing personal
and professional aspects.
Section Three: Literature sources searched
Techniques of marketing and communication used in hospitality industry
According to McCabe (2018), there are various marketing and communication tools used by
hospitality businesses in order to communicate with their customers and to make them aware
regarding offered products and services. With the help of emails and well structured websites
customers can be communicated in easy manner. Besides this by taking appropriate
feedbacks all the opinions can be collected by the business in which various improvements
can be made.
Importance of marketing and communication techniques within hospitality industry for
attaining sustainability
According to Chen (2020) marketing and communication techniques are having major
advantages related to sustainability of hospitality industry in which they can acquire high
share in market and profitability as well. With the help of effectice communication and
marketing techniques customer relationship management can be rendered in appropriate
manner which could be helpful for the business to meet needs and demands of their
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customers. Besides this appropriate communication and marketing will help the business to
understand needs and demands of their customer so the same can be fulfilled in order to attain
sustainability.
Ways in which marketing and communication are helpful for attainment of sustainability
According to Caffrey (2021) in current time sustainability is the major aspect which is
demanded by businesses and by establishing appropriate tools of marketing and
communication the same can be attained by business in early stage. Marketing and
communication tool enable the business to highlight transparency so the same can be aligned
with attaining aims and objectives of business in effective manner. By establishing
appropriate communication all the stakeholders can be summed up and align with goals and
objective of the business.
Section Four: Activities and timescales
Activities to be carried out during the research project (e.g
research, development and analysis of ideas, writing, data
collection, numerical analysis, tutor meetings, production of final
outcome, evaluation, writing the report):
Aim and objectives
Literature review
Research Methodology
Data Collection
Data analysis
Conclusion and recommendations
Submission of final report
How long this will
take:
7 days
15 days
25 days
35 days
23 days
7 days
4 days
Milestone one: ___Literature review ________
Target date (set b
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y tutor): _____19/02/2021_______________
Milestone two: ___Research methodology____________________
Target date (set by tutor): ______12-03-2021________________
Gantt Chart
Gantt chart is defined as the tool of time management which is helpful for researcher to get
information regarding starting and end date of each activity existed within research.
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Section Five: Research approach and methodologies
What type of research approach and methodologies are you likely to use and why?
What your areas of research will cover:
Research methodology is defined as the aspect which is vital within a research and associated
with gaining and evaluating data on the given topic. For this section, onion framework of
research is used which is having various layers. These aspects are elaborated as under:
Research philosophy: This includes the procedure in which proper investigation and
evaluation of research topic is gathered. There are two type of research philosophy such as
interpretivisim and positivism. These philosophies are helpful for researcher to find out
appropriate findings in relation to marketing and communication methods adopted within a
business. Under this research positivism philosophy will be used as with the help of this
philosophy data can be evaluated in appropriate manner. On the other hand with the help of
interpretivisim philosophy in-depth analysis can be performed.
Research approach: This is the major process which is helpful in gathering various aspects
of information. There are two types of research approaches such as inductive and deductive.
Within this research deductive approach will be used by researcher as this enable the
researcher to evaluate quantitative data in significant manner. Whereas inductive approach is
helpful in examining qualitative data in appropriate manner. Both these research approaches
are helpful for researcher to analyse information in effective and profitable manner.
Research strategy: This is essential for an investigator that they collect information by some
effective strategy in order to gain high insight within research. There are various strategies
such as action research, experimental, survey and so forth. All these research strategies are
helpful for a research to fulfil aims and objectives of research in appropriate manner. Within
this research survey is used which is helpful for researcher to analyse quantitative data
information in significant manner. Under survey method questionnaire will be used by
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researcher and this is regarded as instrument of research. Interviews may assist the researcher
to collect information in qualitative manner and questionnaire is the method in which data is
collected in quantitative manner.
Research choice: There are two research choices available such as qualitative and
quantitative. Both of these methods are effective and helpful for investigator to gather
information related to research topic. Under this research quantitative data is used which will
help researcher to conclude results of data in numerical manner. The major reason of
selecting quantitative research choice is that it enables the researcher to attain all objectives of
research.
Data collection: There are two major approaches of data collection such as primary and
secondary. These approaches are helpful in collecting data in significant manner so that aims
and objectives of research can be attained. In primary data collection books, magazines,
journals are used whereas to collect secondary information questionnaire or interview can be
used. In this research the researcher will use both the methods of data collection in which for
primary data questionnaire will be used whereas for secondary data with the help of literature
review data will be collected. Primary research is helpful in gathering first hand information
which is highly reliable and free of any error whereas secondary research is helpful in taking
out in-depth knowledge.
Time horizon: Time is defined as the most significant part of research project in which
researcher is bound to finish the whole research in given time frame. There are two major
sections of time horizon such as cross-sectional and longitudinal. In this research cross-
sectional section of time horizon is used which could help researcher to finish all research
activities in effective and timely manner.
Sampling: This is defined as the process in which a sample is taken out from whole
population. Sampling is of two types such as non-probability sampling and probability
sampling. These are the techniques which are used within research for selecting sample size
and area of sample. Probability sampling is the major technique of sampling which will be
used by researcher in order to execute research in appropriate manner. Under this 40 sample
size is taken and respondents are employees of Marriott. This enables the researcher to collect
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quantitative data and to attain aims and objectives of research.
Data analysis: This is defined as the process in which with the help of analytical techniques
data is analysed. In the given project frequency distribution analysis is used as analytical tool.
Under this technique researcher is required to prepare frequency distribution table all the
data received from respondents can be collected in appropriate manner.
Comments and agreement from tutor
Comments (optional):
I confirm that the project is not work which has been or will be submitted for another
qualification and is appropriate.
Agreed: ________________ (name)_______________ Date ______________
Comments and agreement form project proposal checker( IV sampling)
Comments (Optional):
I confirm that the project is appropriate.
Agreed /Disagree: (Name of the IV)
Date
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Research Ethics approval form
All students conducting research activity that involves human participants or the use of data
collected form human participants are required to gain ethical approval before commencing their
research. Please answer all relevant questions and note that your form may be returned if
incomplete.
For further support and guidance please see your respective Unit Tutor:
Before completing this form, we advise that you discuss your proposed research fully with your
unit tutor. Please complete this form in good time before your research project is due to
commence.
Section 1: Basic details:
Project title:
Student name:
Student ID number:
Programme:
College Name:
Intended research start date: 10-02-2021
Intended research end date: 21-07-2021
Section 2 Project summary
Please select all research methods that you plan to use as a part of your project:
 Interviews Yes No
 Questionnaires Yes No
 Observations Yes No
 Use of personal records Yes No
 Data Analysis Yes No
 Action Research Yes No
 Focus Groups Yes No
 Others (Please specify) :
Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants?
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Who are the participants? Tick all that apply:
Ages 12-16: Young people aged: 17-18 Adults:
How will participants be recruited (identified an approached)?
According to the current project, participants will have recruited through probability and
non-probability sampling.
Describe the processes you will use to inform participants about what you are doing:
For informing participants emails will be used.
How will you obtain consent from participants? Will this be written? How will it be made clear
to participants that they may withdraw consent to participate at any time?
For obtaining consent written application are received.
Studies involving questionnaires: will participants be given the option of omitting questions
that do not wish to answer?
Yes No
If no, please explain why below and ensure that you cover any ethical issues arising from this
Studies involving observation: Confirm whether participants will be asked for their informed
consent to be observed.
Yes No
Will you debrief participants at the end of their participation (i.e give them a brief explanation
of the study)?
Yes No
Will participants be given information about the findings of your study? (This could be a brief
summary of your findings in general)
Yes No
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with the Data
Protection Act (1998)
Yes No
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Who will have access to the data and personal information?
During the research: Researcher
Where will the data be stored? In computer system
Will mobile devices such as USB storage and laptops be used
Yes No
If Yes, please provide further detail
ls:
After the research:
Where will the data be stored?
How long will the data and records be kept for and in what format?
Will data be kept for use by other researchers? Yes No
Section 5 : Ethical Issues
Are there any particular features of your proposed work, which may raise ethical concerns? If
so, please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may arise because of
your research. Please consider/address all issues that may apply. Ethical concerns may include,
but are not limited to the following:
 Informed consent.
 Potentially vulnerable participants.
 Sensitive topics
 Risk to participants and /or researchers
 Confidentiality/anonymity
 Disclosures/ limits to confidentiality
 Data storage and security, both during and after the research (including transfer, sharing,
encryption, protection).
 Reporting
 Dissemination and use of your findings.
Section 6: Declaration
I have read, understood and will abide by the institution’s Research and Ethics Policy:
Yes No
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I have discussed the ethical issues relating to my research with my Unit Tutor:
Yes No
I confirm that to the best of my knowledge:
The above information is correct, and this is a full description of the ethical issues that
may arise in the course of my research
Name: Date:
Please submit your completed form to your supervisor and also attach to the Research
Proposal when submitting to Turnitin.
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References
Books and Journals
Braimah, M., 2016. Internal marketing and employee commitment in the hospitality
industry. African Journal of Hospitality, Tourism and Leisure. 5(2). pp.1-22.
Gursoy, D., 2018. Future of hospitality marketing and management research. Tourism
Management Perspectives, 25, pp.185-188.
Kusumasondjaja, S., 2018. The roles of message appeals and orientation on social media brand
communication effectiveness. Asia Pacific Journal of Marketing and Logistics.
Sarker, M.A.R. and Ashrafi, D.M., 2018. The relationship between internal marketing and
employee job satisfaction: A study from retail shops in Bangladesh. Journal of Business
and Retail Management Research. 12(3).
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