raw data gained from the primary research

Working individually, you should analyse the raw data gained from the primary research and write a marketing research insights report to:

1. Explain Gen Z’s holiday behaviour from an analysis of the primary research findings

• You should include:

o An explanation of the different stages of the holiday buying process

o Details about Gen Z’s activities at each stage of the buying process

¦ This might include information about what motivates the target audience to take holidays, their booking purchase patterns and their

Instructions / Requirements

perceptions of the destination.

• The analysis of the raw data should be shown using tables / graphs and an associated descriptive summary (for each question)

2. Make three fully justified recommendations for the marketing of the destination

• These recommendations should be based and justified on your understanding of Gen Z’s holiday patterns and preferences as well as the results of the secondary research

• The justification (reasons) for the suggestions is the most important aspect of this section of the report

o Include examples of best practice by other DMOs to support your arguments