Description should include primary methods such as guest surveys, client response forms, online post-stay guest surveys, and competitive analysis and secondary methods such as local economic development statistics, industry trend reports (e.g., travel information from Travel Industry Association [TIA], American Hotel and Lodging Association [AHLA]), and franchise reports.

Process/Skill Questions:

What are some problems associated with employees gathering primary research information?
How are secondary resources identified?
How might a lodging's operation or marketing strategy be adjusted, based on a review of primary or secondary research?
What are some popular online guest survey services?
How should lodging staff follow up with guests who complete comment cards?
Why is it important to follow industry trend reports?
What are some reasons for using a combination of primary and secondary data?
What is the measurable data found in primary vs. secondary data?