MTM IX students have designed a marketing research agenda for tourist companies: here here presented the project on the cruise company Costa Crociere. www.mtm.iulm.it

1. COSTA CROCIERE

3. QUESTIONS

4. QUESTIONNAIRE: Personal
Preferences
YES or NO
questions
OPEN
questions
LIKERT SCALE
From 1 to 7:
- Not important
- Very low
- Low
- Indifferent
- High
- Very high
- Extremely
important

5. QUESTIONNAIRE: Perception
of the Company

6. QUESTIONNAIRE:
Demographic variables

7. SAMPLE

8. Analysis
Focus on guest preferences regarding
the attributes of a Costa cruise trip
To understand which activity could be
improved in order to increase
customers’ booking
WHY???

9. Results I
AGE
PREFERENCES

10. Results II

11. HOW???
Statistical Methodology
AGE x PREFERENCES GENDER x PREFERENCES

12. Results I: Age x Preferences
> 0.05

13. Results II: Gender x Preferences
> 0.05

14. FINAL CONSIDERATIONS
We noticed that our Questionnaire was not appropriate
to give us the direction to achieve our first objective.
For future reasearches, we think that a new
questionnaire, more focused on our objective and
shared with a bigger number of people, can bring us
more satisfying results.
Anyway, this project has shown us that with right datas
and working deeply on statistics, especially using the
right tools as ANOVA, T-TEST, CORRELATION and
REGRESSION we would be able to do a really precise
work.