„ Ştefan cel Mare” University

 
Marketing research methodology in tourism
 
From methodology point of view, according to V. Middleton (2001) there are ten types of 
research marketing in tourism and they are grouped in the following way:
1. Continuum research and special (ad hoc) research. It becomes necessary that the 
touristical operators measure certain key variables in a regular, continuous way (daily, 
weekly, monthly). Among these variables can be enumerate: rate of occupying the hotel 
rooms, amount of sales, client’s characteristics, asked services. Continuously collected 
information will find their place in data bases realized with this aim.  
On the other side, there are punctual marketing problems, for which it can be found an 
answer by organizing a special research, relevant for that specific circumstance.
The majority of marketing research is a mixture between continuous research (with the 
aim of discovering the main market tendencies) and special research (periodical 
investigation with the aim of identifying threats and opportunities). 
 
2. Quantitative and qualitative research
Quantitative research is always based on structural questionnaires where each respondent 
must answer to the same questions. These questions are often closed, the answers being 
based on previous experience.
Quantitative methods are used for providing basic information. But in general, research 
companies can’t predict how final clients are thinking about specific products and this 
kind of methods aren’t appropriate for exploring attitudes, feelings, desires and 
perceptions.
Qualitative studies have as starting point consumer’s attitudes and motivation which must 
be explored because the answers aren’t yet predictable. More qualitative studies begin 

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with exploratory research where small samples are asked to express their opinions. It can 
be developed with each research observed unit or in focus group, where the interaction 
between individuals is relevant for research process.
3. Primary research and secondary research
The primary research takes place when touristical operator collects data directly from 
demand carriers, using methods as observation, experiment and market inquiry.
The secondary research presumes using information sources that were collected 
previously through other studies or references, frequently with other aims than those 
related to marketing and can be used by enterprise in research process. Sometimes using 
these sources are made in exchange for money, comparing previous market studies.
 
4. “Omnibus” research and colective research
Research enterprises, which are achieving inquiries on a continuous base, manifest an 
ascending tendency of selling place in questionnaires belonging to small companies that 
intent to find response for key concepts regarding their market. Therefore, they benefit by 
access to sample with national representatively performance and receive not just simple 
answers but detailed references regarding data processing results. This types of inquires 
are called “omnibus investigation” because they are potential open for each type of 
company.
Collective investigations are similar to “omnibus investigation”, paying attention to the 
difference that they are realized by a group of clients that will share their costs taking into 
consideration the number of asked questions.
The “omnibus” and collective investigations allow low cost research, cost – sharing type, 
because in this kind of investigation more economical entities have their own interest. 
Usually, these types of inquiry are preferred by small companies, for which the costs 
allocated for special studies are often prohibitory.
5. Research at consumer and distributor level
Research at consumer level is based on using consumers’ panels; it is called “continuous 
survey”. The research at distributor level is less used on tourism market. Several market 
research agencies are making audit on samples of journeys agencies or tour operators, 
following reservation evolution, flyers and brochures distribution, requested touristical 
destination.