Organization: Marriott Hotel Need to do the research: This organization can be a for-profit, a nonprofit, or a state agency.The choice of the organization must be guided by the interest of the team members but, more importantly by the access to the information required to describe its strategy. This information is often confidential, fragmented, and not set in the format we study it. It necessitates a detective work to find the pieces and put them together to form a clear vision of the organizations strategy. Collecting information (secondary data) from existing sourcesSecondary data are information coming from an intermediary source.You generally start by this stage to get to know the organization.Many sources exist:-company website-business magazines-online blogs and sources-specialized databases-trade and professional associations of the industry-analysts and experts of the industryBig companies will have a large amount of information available because they need to publish their results and data. This is not true for private companies which are not obligated to such disclosure. Public information is generally scarce and students must rely on their internal connections to access that information.Collecting information (primary data) during the interviewsPrimary data are information coming directly from the studied organization. You must be guided by the final result (above) that describes the various parts you must answer, and especially the components of strategy. Asking directly an interviewee about these three levels of strategy will rarely bring good results because managers are not obligatorily familiar with this terminology and the concepts. Therefore, the way to go is to ask simple questions that will enable the collection of the information you need. Remember also that the interview(s) must be enriched by a secondary data collection from archival sources.
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