Pearson BTEC HND: Marriott Digital Marketing Research Project

This research project, undertaken for a Pearson BTEC HND in Business at Regent College, investigates the impact of digital marketing on customer preferences within the Marriott organization. The study employs a qualitative research method, using questionnaires with a sample of 20 Marriott customers. The research theme focuses on customer preferences, examining the use of digital technology in the hospitality sector, its impact on customer preferences, and the relationship between digital technology and customer choices. The project includes a literature review of relevant journals, research, and published sources. Key activities include preparation of an introduction, literature review, collection and examination of secondary information, research design, methodology, primary data acquisition and analysis, conclusion and recommendations, and final report submission. The project's expected outcomes are documented in a final report and a PowerPoint presentation.

Organisation Marriott
Reason for choice To identify impact of digital marketing on the customer preference
Research Theme Customer preference
Target audience Customers of Marriott
Sample 20 customers
Expected outcome Yes
Methodology Simple random sampling methodology
Questionnaire
Qualitative
Quantitative
Mixture of both
Qualitative research method used to set the questions for research.
Secondary Research Journals, previous research, published sources, newspapers, articles, etc.
Literature Review Literature review based on the following concept
 Use of digital technology in hospitality sector enterprise in
UK
 Importance of digital technology which impact on customer
preferences
 Relationship between digital technology and customer
preferences in hospitality industry
Time frame
Key Activities
Week 1 Week
2 & 3
Week4 Week 5 Week
6
Preparation of
Introduction
Literature Review
Collection of
Secondary

Information
Examination of the
Collected Data
Research Design
Research
Methodology
Acquiring Primary
Data
Analysing Primary
and Secondary Data
Conclusion and
Recommendations
Completion of
Leftover Work
Revision and Draft
Final Submission
Final Report Yes
PowerPoint
presentation
Yes