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Students will use data from TripAdvisor.com to conduct an analysis of hotels, with the aim of making marketing recommendations. The data will include written text for qualitative analysis as well as simple numerical data for quantitative analysis. Advice on how to conduct this analysis, and prepare the report, will be contained within lectures.
This data is to be analysed and collated into a final report of 2,000 words. Visual representations such as graphs and figures are encouraged and excluded from the word count as are the title and contents pages. However, the use of tables which are largely text based will be included in the word count as well as your appendices and references. The report is to be submitted by 12:00 on Wednesday of Week 12 (Wednesday 14 December 2016).
This assignment will make use of both qualitative and quantitative secondary research skills and asks for both analysis and presentation of available data.
1 Select any hotel in New York City, USA. This hotel (hypothetically!) is your ‘client’, for whom you are going to write a report. Your report will include the following elements: my chosen hotels are 1: client hotel ( The Roosevelt Hotel) 2: Competitor Hotel ( Grand Hyaat)
*You have the option of presenting your quantitative and qualitative findings together – with the qualitative offering further in-depth diagnosis of the quantitative ratings. Or you can address them separately. How you present sections e and f is entirely up to you.
– the choice should be realistic i.e. the same class (star rating) and/or similar room price.
*You have the option to include the findings of the competitor hotel in the same quantitative and qualitative sections of the client or as a separate section. As above, how you present sections e, f, and g is entirely up to you but they all must be present.