IntroductionIn addition to its innovative spirit and incisive management, Marketing Research has played a crucial role in helping Marriot segment the market and successfully launch and grow its range of hotels. Marketing research has been a critical part of Marriott's success. Therefore, marketing research is an important requirement for Marriott to keep up with the changing needs of its consumer and business customers, identify new opportunities in the hotel services sector, further develop and differentiate its various brands and to develop strong brand value. Through marketing research, Marriott has reached magnificent heights of operational success.Marriott's Framework for Marketing Research: An Assessment of the Role of Research in Marriot's Huge SuccessMarriott has made enormous investments in diversifying its range by offering quality hospitality products and services. Through segmentation, the company focuses on individual groups such as travelers, families and other tourists (Malhotra, p.750). Marriott has a marketing research department within the organization that efficiently collects a large amount of secondary data on an ongoing basis and in response to specific marketing issues and opportunities. This data provides valuable information such as: the number of non-business travelers staying at each of Marriott's hotels over time, the relative occupancy of non-business travelers versus business travelers over time by specific Marriott brands, the average length of stay by non-professional travelers. travelers, etc. This data can provide a clear understanding of the non-business traveler segment and how this segment selects a hotel. Through this approach, different clients can access specialized services and...... middle of paper...... ugh, it is essential to categorize data according to different segments to reinforce uniformity standards and for further improvements in the near future.References1. Belk, R., Grayson, K., (2011). Consumer Behavior Research, Emerald Group Publishing.2. Morrison, M., (2002). Using qualitative research in advertising. Thousand Oaks, CA: SAGE.3. Hospitality net, Marriott International shares a rare look at an innovative next-generation marketing strategy - Learn more: http://www.hospitalitynet.org/news/4062297.html (accessed April 9, 2014)4. Malhotra, N., (2010). Marketing Research, 6/E, Boston, MA: Prentice Hall.5. A Marriott Success Story – Learn more: http://industry.visitcalifornia.com/Market-Strategy/Liaison-Program/A-Marriott-Success-Story/ (accessed April 9, 2014)