Tourism research involves systematically obtaining and analyzing information about problems relevant to the tourism organization, destination etc. You must be able to find, evaluate and use data i.e., marketing information, to solve these problems. Often times, the answers to questions can be found in data that already exists; this type of informationis called secondary data. Secondary data may be available internally (accounting or sales data, tourism data, for example), but it is often necessary to look for external sources of secondary data (census data, for example).
In many instances, secondary data is not adequate; since secondary data is pre-existing and was collected for some other purpose, it may not be adequate in resolvingissues related to the problem at hand. In situations where secondary data does not provide enough information, an organization will often require collection of primary data. Primary data is data originally collected for a particular problem; when needed, a firm may choose to collect the data “in-house” or it may choose to contract with a marketing research firm to design and implement astudy, which focuses on unique aspects of the problem.
The table below provides some examples of demographic, geographic, and psychographic market segmentation data.
|Bureau of Economic Analysis (Federal, state, and local economic and industry-specific statistics) |
|Internal Revenue Service - Statistics of Income by State, County, and Corporation |
|Guide to Consumer Markets|
|(Annual Conference Board compilation of data on consumer behavior, employment, consumer expenditures, income, and prices) |
|Branson Library |
|Call Number: HC101 .G86 Copy 1|
|Rand McNally Commercial Atlas and Marketing Guide (Demographic and retail data for 100,000 US cities) |
|Branson Library - Atlases |
|Call Number: G1019 .R22 Copy 1|
|Library Has: 130th (1999) - 133rd (2002) |
|Social Science Statistical Data on the Web |
|US and International Census Data to 1990 |
|U.S. Census Bureau |