Academic research, applied research, consumer behavior, gaming.
Original Research Article
This study surveyed department executives and chief executive officers from casino resort properties. The 52 respondents represented 22 percent of the total surveyed. These respondents were asked to indicate how much their company valued outside research, and the best vehicle for distributing outside research to casino resort properties. They were also asked to rate their relative degree of interest in specific research topic areas. The results indicate that most of the casino resort properties were interested in academic research. The analysis of specific research topics revealed that there was a significant level of interest in consumer behavior, competitive markets, and employee relations by casino resort properties' top level management.