Premier Inn – Research Methods for Marketing

Topic 

Premier Inn – Research Methods for Marketing

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Write a proposal paper on Premier Inn – Research Methods for Marketing

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The culture of pets has deepened considerably such that pet owners now consume together as a unit. However, Premier Inn, a budget hotel in the UK does not welcome guests with pets because the existing policy does not permit pets in its premises. Research shows that the growing habit of travelling with present may provide new market opportunity for Premier Inn in the pets sector Kirillova, Lee & Lehto, 2015).

The proposed research seeks to investigate this opportunity from the customer perspective.  The objective is to determine the demand for travelling with pets in hotels, understand guests’ needs, wants and preferences. Also, the proposed study will enable Premier Inn to understand customer preferences in the context of services offered by the existing competitors.

The research will utilize survey to gather statistical insights on demand, needs and expectations. It will also utilize netnographic research to derive expectations and competitor preferences from digital communications. The target respondents for the survey will be drawn from the 10 largest UK cities, while the netnography respondents will be drawn from social media and travel forums on the internet.

The results of this research will test the existing knowledge on travelling with pets and hotel policies; create new insights as well as implications to Premier Inn’s decision-making. All insights from the quantitative and qualitative studies will be collated to provide recommends for Premier Inn’s decision-makers about pet policy; whether the trend of travelling with pets presents a viable market opportunity.

Word Count: 3800