Deck 5: Managing Customer Information to Gain Customer Insights

Question 1

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

Answer 1

A

Question 2

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

Answer 2

C

Question 3

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

Answer 3

A

Question 4

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.

Question 5

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

Question 6

________ is the most widely used method of primary data collection.

A) Experimental research
B) Survey research
C) Causal research
D) Observational research

Question 7

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

Question 8

This test is an example of:

A) An open-ended survey
B) An unstructured survey
C) A qualitative survey
D) A close-ended survey

Question 9

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

Question 10

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 sample be chosen?

Question 11

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

Question 12

"Customers" who are in reality undercover employees of hotel management are called:

A) Auditors
B) Identifiers
C) Spies
D) Mystery shoppers

Question 13

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

Question 14

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

Question 15

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

Question 16

The type of research used to gather preliminary information to help generate research hypotheses is called:

A) Descriptive research
B) Exploratory research
C) Experimental research
D) Causal research

Question 17

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

Question 18

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

Question 19

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

Question 20

CRM stands for:

A) Customer Revenue Management
B) Customer Relationship Marketing
C) Customized Relationship Management
D) Customer Relationship Management

Question 21

Descriptive research gathers preliminary information that will help define the problem and suggest hypotheses.

Question 22

Experimental research is best suited for gathering causal information.

Question 23

Provide the advantages/benefits of each of the contact methods.

Question 24

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

Question 25

When the researcher selects the easiest population members from which to obtain information, the sample is called:

A) Simple random sample
B) Stratified random sample
C) Convenience sample
D) Judgment sample

Question 26

Interpretations of research findings need to be left entirely to the researcher.

Question 27

Discuss the four basic steps in the marketing research process.

Question 28

Telephone interviewing runs little risk of interviewer bias since the respondent cannot actually see the interviewer.

Question 29

An MIS often consists of three separate components. Describe each of these.

Question 30

Qualitative research is useful to gain insight into definitions and concepts.

Question 31

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.

Question 32

Among the four contact methods: Mail, Telephone, Personal and Online, which one is the poorest in terms of costs?

A) Mail
B) Telephone
C) Personal
D) Online

Question 33

Closed-ended questions include all possible answers from which the subjects must choose.

Question 34

Among the four contact methods: Mail, Telephone, Personal and Online, which one is the poorest in terms of controlling the interviewer effect?

A) Mail
B) Telephone
C) Personal
D) Online

Question 35

What does a typical marketing information system (MIS) do?

Question 36

Among the four contact methods: Mail, Telephone, Personal and Online, which one is the best in terms of control of sample?

A) Mail
B) Telephone
C) Personal
D) Online

Question 37

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

Question 38

Mail questionnaires are very expensive per respondent compared to other survey methods.

Question 39

Primary data are simply the highest priority information used by the company to make decisions.

Question 40

Among all of the various contact methods, which provides the worst response rate and least control of the sample? Which provides the most flexibility?