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example%20report%20short - EMEA XXX Suites Quantitative...

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EMEA XXX Suites rance Germany United Kingdom Quantitative Research France, Germany, United Kingdom & United States – Detailed Findings inal July 2004 Final July 2004 Prepared by:
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BACKGROUND & OBJECTIVES Sample Company (PCR) is exploring the possibility of bringing its US chain of all suite hotels, “ New Brand” (SBS), into the EMEA region. SBS is a uccessful brand in the US and the company wants to translate that successful brand in the US, and the company wants to translate that success model into its European operations. The concept will likely be both franchised as well as developed for PCR owned and/or managed operations, first in the UK, and soon thereafter throughout Europe. As part of the investigation into the feasibility for the introduction of SBS in the United Kingdom, PCR needs to determine the potential demand for an extended stay, or all-suite product and to define and understand the potential customers, specifically identify the design features and product attributes most likely to appeal to these customers. It was determined quantitative research would be utilised to estimate emand confirm frequency of travel and booking ehaviours quantify demand, confirm frequency of travel and booking behaviours, quantify importance of features and amenities and segment the market so that the likely market mix for the PCR extended stay product could be positioned/determined. 2
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BACKGROUND & OBJECTIVES The main objectives of this quantitative research were to: Estimate the size of the extended stay market in the UK. uantify the criteria used by extended stay customers when y Quantify the criteria used by extended stay customers when choosing a lodging alternative. Define the best market position for an PCR extended stay product. Determine the likely market mix of an extended stay product and where these people would come from. 3
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METHODOLOGY - OVERALL To meet the objectives of this study, a quantitative online questionnaire was administered to extended-stay respondents in France, Germany, the United Kingdom and the United States. The study was conducted 9 June – 18 June 2004. he survey took approximately 16.24 minutes to complete and all The survey took approximately 16.24 minutes to complete and all respondents were offered a $30USD (converted into local currency for each country) incentive for their time in completing the questionnaire. 1,012 responses 4
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METHODOLOGY - SAMPLE DESIGN In order to compare and contrast PCR extended stay customers with non-PCR extended stay users, the sample was split evenly between PCR customers and non-PCR customers. PCR customer emails addresses were obtained from PCR’s PCR database. Non-PCR/PCR extended stay users were recruited from GoZing and Bloomerce, European online internet panels.
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This note was uploaded on 03/16/2012 for the course MKTG 326 taught by Professor Brookemalinowski during the Spring '12 term at Drexel.

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example%20report%20short - EMEA XXX Suites Quantitative...

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