Courtyard by Marriott Video
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Concept: |
New Product Design/Conjoint Analysis |
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Title: |
Designing a Hotel Facility with Consumer-Based Marketing Models - Courtyard by Marriott Corporation |
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Video Length: |
~35 minutes |
| Summary: | Marriott applied a conjoint-analysis-based approach involving all major hotel features and services influencing choice to design a new hotel chain. As a result, specific guidelines were selected, from target market segment of population to physical layout and services, resulting in Courtyard by Marriott, a concept successfully test marketed and subsequently introduced nationally and which spawned an entire new product category in the hotel industry. |
Video provided by MIT TechTV. Video may be downloaded for playback in classroom at TechTV website.