Deck 11: Differentiation, Segmentation and Target Marketing

Question 1

Data collected for marketing research must be representative of the sample in order to be useful.

Answer 1

True

Question 2

The three criteria that can be used to determine if a product is in direct competition with another firm's product: geographic proximity, substitutability and value.

Answer 2

False

Question 3

"Secondary research" is research that a firm conducts for themselves but is subsequently allowed to sell to other competitive firms while maintaining their anonymity.

Answer 3

False

Question 4

Qualitative research is largely exploratory in nature and the findings cannot be generalized to a larger population with any degree of confidence.

Question 5

When designing a marketing information system, the organization first needs to determine the information that will be critical to make the decisions that will help them reach their goals.

Question 6

In the opening interview to Chapter 11 in the textbook, Dennis Marzella describes the current state of hospitality research as being "very intuitive."

Question 7

A Designated Market Area (DMA) is not the preferred unit of analysis to define origin markets by media coverage.

Question 8

Research in the public domain can be utilized but only with extreme caution in case it has flaws or in the event there were not proper controls.

Question 9

"Consumers" of accommodations are always the "purchasers" as far as analytical research is concerned.

Question 10

An important application of marketing research is to "forecast the future," or anticipate change.

Question 11

Business research exists to provide data, which is what is needed to make sound business decisions.

Question 12

Government and trade associations include organizations like the U.S. Department of Transportation and the Travel Industry Association of America.

Question 13

Research design should include: the research problem, the objectives of the research, what we expect to know and the research method.

Question 14

Assessments of area- wide demand estimations are an important start to an effective marketing strategy.

Question 15

Most effective marketing programs are founded in comprehensive marketing research.

Question 16

Customer research usually involves the development of comprehensive information on existing and prospective customers.

Question 17

Outside industry agencies, such as Smith Travel Research and Yesawich, Pepperdine, Brown & Russell, can provide valuable research information and analysis.

Question 18

Market segments can be further divided into several sub- segments.

Question 19

Secondary research involves examining or reading about someone else's research, such as in a library.

Question 20

Formal marketing research includes ad hoc collection of data, for example, comment cards.

Question 21

The criteria that should be used to determine if a product is in direct competition with yours include:

A) Geographic proximity
B) Price
C) Substitutability
D) Value
E) A, B & C

Question 22

Customer research should focus on two customer groups:

A) Horizontal and vertical
B) Formal and informal
C) Existing and prospective
D) Internal and external

Question 23

External information flows through:

A) Competitors and suppliers
B) Local, state and national agencies
C) Distribution channels
D) Both A & B
E) A, B & C

Question 24

The best known data service that tracks customer trends is:

A) CREST
B) GAP
C) SWOT
D) None of the above

Question 25

Proprietary research is:

A) Research conducted on or about an organization's properties.
B) Research conducted on behalf of an organization for use by that organization and others outside the organization.
C) Research conducted on behalf of an organization for use outside of the organization.
D) Research conducted on behalf of an organization for use by that organization.

Question 26

In addition to the criteria mentioned in the chapter, is important to include in your competitive analysis.

A) Substitutability
B) Geographic proximity
C) Price
D) Individual market segments

Question 27

Which of the following is not true about research design?

A) It might be the least important part of all the research.
B) The first four steps for building the research foundation are the most critical ones.
C) Perfectly executed and analyzed research is virtually worthless if it is not based on the appropriate design.
D) The design guides the research from the beginning to an end.

Question 28

Market Intelligence includes:

A) Assessment of new marketing opportunities.
B) An analysis of the general economic environment in which a hospitality enterprise operates and the creation of customer profiles.
C) Pre- testing a new product and overall measurement of the impact of the marketing plan.
D) All of the above.
E) Both A & B

Question 29

Which of the following is an example of a population?

A) All present customers and all potential customers.
B) All the people who come from an outside area.
C) Those individuals who display the characteristics and behavior interest.
D) All the people who eat at restaurants in a particular area.
E) All of the above.

Question 30

Which of the following can provide information about travel agencies, reservation systems, and credit card systems?

A) Competitors
B) State agencies
C) Competitive intelligence
D) Distribution channels

Question 31

Environmental scanning is used to:

A) Forecast the future
B) Look at the past history
C) Track housekeeping
D) Provide customer service

Question 32

Reliability in research refers to:

A) Whether or not the data represent true and accurate measures of the variables under study
B) Consistency on behalf of a particular organization for the use of that organization
C) The consistency of measurement over different points in time
D) Perfectly executed and analyzed research data that is virtually worthless if it is not based on the appropriate design

Question 33

The most common form of qualitative research is:

A) Focus groups
B) Statistical modeling
C) Personal interview
D) None of the above

Question 34

A good information system should encompass all of the following except:

A) The information provided should satisfy user needs.
B) The information must be accurate and objective.
C) The information must flow quickly and smoothly within the organization.
D) The information must be a massive set of all- inclusive data.
E) The information must be summarized and reduced in volume.

Question 35

How many steps are there in the marketing information system program?

A) Four
B) Ten
C) Five
D) Seven

Question 36

Property Research includes:

A) Intangible features
B) Tangible features of the property
C) All of the above
D) None of the above

Question 37

A focus group should have a skilled moderator:

A) To avoid bias
B) Or skilled participants
C) To be effective
D) Both A & C

Question 38

What is the first step in developing a marketing information system?

A) Provide information to client.
B) Define goals.
C) Establish a system to provide information.
D) Identity information.

Question 39

. Restaurant and foodservices firms use research to determine all of the following except:

A) Termination of employees.
B) Changes in design, décor and atmosphere.
C) Hours of operation.
D) Sales opportunities.
E) Changes in menu offerings.

Question 40

Quantitative Research is:

A) Information that is collected in such manner that the conclusions may be projected to the entire population
B) Conducted on behalf of a particular organization for use by that organization
C) Directional information in customer attitudes and behavior
D) An objective and empirical collection of information about consumers

Question 41

Is marketing research more important today than it was ten or fifteen years ago? Use concepts from this chapter as well as earlier chapters in your answer. Provide current industry examples to support your case.

Question 42

Inferential quantitative research:

A) Allows us to generalize to a larger population
B) Is based on the findings from a probability sample
C) Is research where each person in the population has an equal chance of being selected
D) All of the above

Question 43

The is derived from the .

A) Population; sample
B) Statistics; population
C) Type of sample; statistics
D) Sample; population

Question 44

Validity is:

A) Consistent results over different samples taken from the population over time
B) Whether or not the data represent true and accurate measures of the variables under study
C) If the data measures something other that what it purports to measure
D) The consistency in measurement over different points in time

Question 45

The major drawback with qualitative research is that:

A) You cannot obtain it quickly
B) You cannot generalize from it
C) It tends to be very expensive
D) You cannot obtain it easily

Question 46

A non- probability sample is also known as a:

A) Simple sample
B) Convenience sample
C) Statistic sample
D) Both A & C

Question 47

data is far more powerful than data.

A) Recent; historical
B) Historical; recent
C) Inferential; descriptive
D) Descriptive; inferential

Question 48

Describe the difference between qualitative and quantitative research. Give examples of how a restaurant might use each to investigate or help solve current management problems.

Question 49

The first four steps in building a research foundation are:

A) The research problem, the research purpose, objectives of the research, what we expect to know
B) Objectives of the research, what we expect to know, the research purpose, the research problem
C) The research purpose, the research problem, objectives of the research, what we expect to know
D) Objectives of the research, the research purpose, the research problem, what we expect to know

Question 50

Qualitative data is more useful than quantitative data:

A) Never
B) Always
C) Infinitely
D) None of the above

Question 51

Descriptive quantitative research may tell us:

A) Why a behavior occurs
B) How often
C) How many
D) Both A & B

Question 52

A random sample is important because:

A) It allows us to make inferences to a larger population
B) It shows what we can learn "by chance"
C) Results will be representative of the population
D) Both A & B