Unit Five Case Analysis
Read the CASE ANALYSIS in Page 749 on “Marriott: Marketing Research Leads to Expanded
Write a 3 to 5 Page paper (1000 to 1500 words) in APA format.
Below is a recommended outline.
1. Cover Page (See APA Sample paper)
2. Introduction
a. A thesis statement
b. Purpose of paper
c. Overview of paper
3. Body
a. Discuss the role of qualitative research in helping Marriott further penetrate the nonbusiness-
travelers segment in the United States.
b. Assume the respondents be segmented based on their evaluations of hotels on quality,
price, service, amenities, comfort, and convenience? How many segments should there
be? How would you prepare the data for inclusion into the marketing research report?
c. What charts and graphs would you use in preparing a report for Marriott?
4. Conclusion – Summary of main points
a. Lessons Learned and Recommendations
5. References – List the references you cited in the text of your paper according to APA format.
(Note: Do not include references that are not cited in the text of your paper)

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