Deck 11: Marketing Research

Question 1

Chitra Stern developed her knowledge of the industry through:

A) market research
B) talking to consultants
C) reading feasibility studies
D) all of the above

Answer 1

D

Question 2

Which of the following was NOT one of the companies Stern did further research ON to fine-tune what they wanted to do?

A) Club Med
B) Robinson Club
C) Sheraton
D) Hilton

Answer 2

D

Question 3

The marketing information system refers to the way in which an organization _____________, _______________, and ________________ its research in the marketing context.

A) collects, uses, distributes
B) gathers, implements, disseminates
C) collects, applies, distributes
D) gathers, uses, disseminates

Answer 3

D

Question 4

Which of the following is NOT a reason to conduct tourism and hospitality research?

A) to develop goodwill
B) to maintain sales levels in situations where research findings are of interest to the public
C) to reduce the waste produced by tourists and tourist organizations
D) to identify, describe, and solve problems

Question 5

Which of the following is NOT one of the eight categories of applied research?

A) research on the operating environment
B) research on suppliers
C) research on competition
D) research on place and distribution

Question 6

Which is the correct order of the stages in the research process?

A) identify and define the problem, develop the research plan, investigate available sources, collect data, analyse data, and present research results
B) investigate potential problems, identify and define the problem, develop the research plan, analyse data, collect data, and present research results
C) identify and define the problem, investigate available sources, develop the research plan, collect data, analyse data, and present research results
D) identify and clarify the problem, develop the research plan, investigate potential sources, collect data, analyse data, and summarize data

Question 7

Events research suggests that:

A) investment in events and festival can be the most effective use of tax dollars
B) special events present visitors with the opportunity to participate in a collective experience
C) events give tourists a way to experience diverse cultural forms
D) all of the above

Question 8

According to a recent study by Moosylvania, a digital marketing company:

A) Millennials are easy to understand
B) No one truly understands Millennials
C) Millennials do not like to complete surveys
D) Millennials are not worth researching

Question 9

Environmental sustainability is an important issue for Millennials, so Gstaad has the initiated which ecological projects?

A) traditional alpine farming
B) hydroelectric power stations
C) and green fuel for piste equipment
D) all of the above

Question 10

When discussing research methodology:

A) qualitative research methods and techniques are objective and empirical
B) in tourism research, quantitative and qualitative research approaches are often viewed as rivals
C) secondary data are less expensive to collect than primary data
D) the choice between research methods should be based primarily on cost savings

Question 11

Which of the following statements is TRUE concerning focus groups?

A) they typically comprise 15 to 20 people
B) it is wise to select participants who have substantial experience with focus groups
C) they are heterogeneous in nature
D) they generate a representative view of a wider population

Question 12

Quantitative research refers to a study to which ___________ estimates can be attached.

A) factual
B) hypothetical
C) numerical
D) causal
E) descriptive

Question 13

A researcher might decide to use personal interviews for which of the following reasons?

A) they take a considerable amount of time to conduct
B) they yield a large amount of information
C) they are flexible and adaptable to the situation and the respondent
D) b and c only

Question 14

Which of the following is a purpose of a questionnaire?

A) to motivate the respondent
B) to make data comparable
C) to minimize bias
D) all of the above

Question 15

What are the two basic approaches to determining sample size?

A) required size per cell and the statistical model
B) accountability and efficiency
C) allowable error and level of confidence
D) level of confidence and the theoretical practice

Question 16

Which of the following is a common research error?

A) problems with explanation
B) incomplete statistical models
C) problems with interpretation
D) lack of quantitative information

Question 17

What is the success of research contingent upon?

A) sufficient allocation of resources
B) the results of research being used
C) management's willingness to believe research results
D) all of the above

Question 18

You are the marketing director of ABC Inc. and you are responsible for developing a research process for a new product line. Which stage in the research process would you allocate most of your budget towards?

A) data analysis
B) data collection
C) you would allocate resources equally among each stage
D) development of the research plan

Question 19

According to a study carried out by the Harvard Business School (2014), better food would seem to be served in those restaurants where:

A) chefs and customers cannot see each other
B) chefs and customers can see eye to eye
C) customers are involved in cooking the food
D) chefs conduct all the market research themselves

Question 20

Gathering data from 277 regular restaurant customers, Alonso and O'Neill (2010) explored images of open restaurant kitchens. They found that customers thought they were:

A) fun
B) entertaining
C) trustworthy
D) all of the above