There are a range of marketing research methods available to leisure and tourism organisations. These include:

• Postal surveys
• Telephone Surveys
• Personal Surveys
• Observation

Postal Surveys involve sending out questionnaires to to people.

Advantages

• Relatively cheap
• People can complete them in their own time

Disadvantages:

• Return rate is low

Telephone Surveys involve telephoning people and completing questionnaires.

Advantages

• Results are instant
• Cheaper than other methods of marketing research (though not postal)

Disadvantages

• People are not prepared to stay on the telephone for a long time
• Easy for people to say no
• Interviewer cannot see person on the other end of the phone - cannot read body language etc.

Personal Surveys are when interviewers ask respondents questions face to face.

Advantages

• A person is more likely to take part if they are asked face to face

Disadvantages

• People can rush their answers
• Very personal - some people may be less likely to tell the truth

Observation is when market researchers watch how people use and react to an organisation's products or services.

Advantages

• Gather in-depth information about people

Disadvantages

• Expensive as many people are needed