Defining Marketing Research Problem and Developing an Approach

1. Read the HBR case - "How Our Hotel Used Data to Make Our Laundry Service

Glamorous" by Ana Brant. https://hbr.org/2017/03/how-our-hotel-used-data-to-make-our-laundry-service-glamorous?autocomplete=true

2. Clearly formulate Management Decision Problem for the Dorchestor

Collection's luxury hotels. Remember that MDP is an action-oriented

statement.

3. Formulate an appropriate Marketing Research Problem from the above MDP.

Remember an MRP has two parts - broad statement identifying the main

outcome (Dependent variable) and components affecting this outcome.

Formulate at least 2 components for your MRP.

4. Briefly (in 2-3 sentences) explain the rationale for choosing your MRP, and the

link between the MDP and MRP.

5. For these 2 components, formulate 4 research questions (RQs). There should be at

least 1 comparative and 1 relational RQ. (Hints: Each RQ links an Independent variable

(IV) with the Dependent variable (DV). You can have more than 1 IV within a

component).

6. Develop an Analytical Model to represent your MRP in a diagram. The

Analytical Model diagram should identify the variables used in your RQs and

the components they belong to. (Hint: See the HP Case example in Weeks 2

and 3).