Deck 18: Case Study Marriott International: A Marriott Site for Those on the Move

Question 1

What kind of data can Marriott gather from the users of its Blackberry and iPhone booking apps?

A) secondary
B) computer-assisted self-interviewing
C) survey results
D) primary
E) behavioral targeting

Answer 1

A
It would be secondary data since it is data previously collected for another purpose,i.e.,booking.

Question 2

The kind of data gathered from Marriott Mobile made what strategy decisions possible?

A) Creating Mobile Web sites designed for specific handsets
B) Creating the Blackberry app
C) Deciding which apps to create first based on usage
D) Analyzing mobile feedback
E) all of the above

Answer 2

C
Marriott gathered a data set that was better able to direct its app strategy to create a BlackBerry app followed by an iPhone app.

Question 3

Marriott's decision on creating a phone app allowed it to gather data from every type of handset.

Answer 3

False
Marriott created a general mobile site,not a phone app because apps are limited to one type of handset.

Question 4

Marriott Mobile's purpose is to conduct primary marketing research.

Question 5

Which of the following market research design would seem the most likely technology/methodology that Marriott used to gather data?

A) personal mobile phone interview
B) mobile intercept
C) mobile executive interview
D) computer-assisted self-interview
E) none of the above

Question 6

The Marriott Mobile survey has which of the following characteristics of ethnographic research?

A) participant observers
B) observers can monitor the electronic devices being used
C) behavioral targeting
D) mystery observers
E) human behavior in its natural context

Question 7

All of the following is true about the Marriott Mobile survey except:

A) questions were open-ended
B) questions were short (i.e., multiple choice)
C) questions focused on site functionality
D) site usage patterns
E) questions about Marriott Mobile's city guide

Question 8

If the survey results for Marriott Mobile are used for hotel room design research,the data would be secondary data.

Question 9

That one-third of the survey correspondents took the survey at home showed the increasing penetration of mobile usage.What most likely would produce this intended result?

A) mobile platform technology
B) report
C) cross-tabulation
D) frame error
E) research experiment

Question 10

Surveying users of Marriott Mobile about their mobile booking preferences when they were using the site was a convenience sample,but provided good information for Marriott because those are the users they were interested in sampling.