Hospitality Marketing Ch 5

Closed-ended questions include all possible answers from which the subjects must choose. a. True b. False

a. True

Experimental research is best suited for gathering causal information. a. True b. False

a. True

One recent study found that managers lose as much as three hours a day looking for the right information. a. True b. False

a. True

Qualitative research is useful to gain insight into definitions and concepts. a. True b. False

a. True

If a menu item is estimated to bring in $300,000 in future earnings without doing any market research, but it is believed the earnings could be increased to $330,000 by spending $40,000 on research, then the marketing director should: a. Veto the research b. Somewhat support the research c. Highly encourage the research d. Eliminate the menu item

a. Veto the research

Which of the following is not a type of objective for a marketing research project? a. Exploratory research b. Data research c. Descriptive research d. Casual research

b. Data research

Interpretations of research findings need to be left entirely to the researcher. a. True b. False

b. False

Which statement about guest comment cards is false? a. If they are left in hotel rooms for customers to fill out, they reflect the opinions of the customers as a whole. b. They can be useful in spotting trouble areas. c. Often less than 50% of the hotel guests will fill them out. d. If the process is not well thought out, employees may selectively distribute the cards to guests they feel will have a positive response.

a. If they are left in hotel rooms for customers to fill out, they reflect the opinions of the customers as a whole.

A process that identifies and defines marketing opportunities and problems, monitors and evaluates marketing actions and performance, and communicates the findings and implications to management is called: a. Marketing research b. Marketing database management c. Market segmentation analysis d. Customer-oriented marketing

a. Marketing research

The information collected for the specific purpose at hand is called: a. Primary data b. Secondary data c. Tertiary data d. None of the above

a. Primary data

A sample is a segment of the population selected to represent the population as a whole. a. True b. False

a. True

DataStar, LEXIS-NEXIS, Dow Jones News Retrieval, UMI ProQuest, and Dun & Bradstreet's Online Access are examples of: a. Online marketing platforms b. Online search engines c. Online database and information search services d. Online marketing databases

c. Online database and information search services

Among the four contact methods-mail, telephone, personal, and online-which is the poorest in terms of controlling the interviewer effect? a. Mail b. Telephone c. Personal d. Online

c. Personal

Among the four contact methods-mail, telephone, personal, and online-which is the poorest in terms of costs? a. Mail b. Telephone c. Personal d. Online

c. Personal

This test is an example of: a. An open-ended survey b. An unstructured survey c. A qualitative survey d. A closed-ended survey

d. A closed-ended survey

Secondary data: a. Involves finding people to interview b. Is collected for the purpose at hand. c. Involves finding people to observe d. Can be found more quickly and is cheaper than primary data

d. Can be found more quickly and is cheaper than primary data

A marketing research project where the objective is to test hypotheses about cause-and-effect relationships is called: a. Exploratory research b. Data research c. Descriptive research d. Casual research

d. Casual research

CRM stands for: a. Customer Revenue Management b. Customer Relationship Marketing c. Customized Relationship Management d. Customer Relationship Management

d. Customer Relationship Management

"Customers" who are in reality undercover employees of hotel management are called: a. Auditors b. Identifiers c. Spies d. Mystery shoppers

d. Mystery shoppers

Which of the following is not true of online research? a. Online research is inexpensive. b. Online research is fast. c. People tend to be honest online. d. Samples are never small or skewed.

d. Samples are never small or skewed.

If you are in a hurry to collect survey data, the worst method to use is: a. Personal surveying b. Internet surveying c. Mail surveying d. Telephone surveying

c. Mail surveying

The most scientifically valid research is: a. Primary research b. Experimental research c. Survey research d. Tertiary research, which combines both primary and secondary research

b. Experimental research

The type of research used to gather preliminary information to help generate a research hypothesis is called: a. Descriptive research b. Exploratory research c. Experimental research d. Causal research

b. Exploratory research

Descriptive research gathers preliminary information that will help define the problem and suggest a hypothesis. a. True b. False

b. False

Mail questionnaires are very expensive per respondent compared to other survey methods. a. True b. False

b. False

Primary data are simply the highest priority information used by the company to make decisions. a. True b. False

b. False

Telephone interviewing runs little risk of interviewer bias since the respondent cannot actually see the interviewer. a. True b. False

b. False

Data that consists of information already in existence somewhere, having been collected for another purpose, is called: a. Primary data b. Secondary data c. Tertiary data d. None of the above

b. Secondary data

________ is the most widely used method of primary data collection. a. Experimental research b. Survey research c. Causal research d. Observational research

b. Survey research

Among the four contact methods-mail, telephone, personal and online-which is the best in terms of control of sample? a. Mail b. Telephone c. Personal d. Online

b. Telephone

Which of the following is NOT a sampling decision that must be made? a. How many people should be surveyed? b. Who will do the sampling? c. When will the survey begin? d. How will be samples be chosen?

b. Who will do the sampling?

From its Total Rewards data, Harrah's has learned that ___ percent of its customers produce ____ percent of revenues. a. 80; 20 b. 20; 80 c. 26; 82 d. 82; 26

c. 26; 82

The single most important element in any hospitality information system is a process for: a. Doing primary research b. Acquiring employee information c. Capturing guest history information d. Forecasting sales

c. Capturing guest history information

When the researcher selects the easiest population members from which to obtain information, the sample is called a: a. Simple random sample b. Stratified random sample c. Convenience sample d. Judgment sample

c. Convenience sample

A marketing research project where the objective is to describe the size and composition of the market is called: a. Exploratory research b. Data research c. Descriptive research d. Casual research

c. Descriptive research