Scenario 17-3
Trapper's Lake Lodge is a rustic hotel situated on a large lake in the Flat Tops Wilderness Area. The lodge offers a relaxing getaway as well as guided fishing, hunting, bicycling, and cross-country skiing trips from its remote location250 miles away from a major airport. Guests must travel the last 40 miles on a rough dirt road during the summer months or ride a special snow car during the snow season. Trapper's Lake Lodge management has found that guests almost always have a wonderful experience during their stay and swear they will visit again. Nonetheless, the biggest problem is getting people to visit in the first place, probably due to the difficult travel involved. So the lodge management has decided to mount an aggressive direct marketing campaign to increase first-time guest visits as well as to nurture loyal frequent visitors.
-(Scenario 17-3)Guests at the lodge have always filled out a brief form with their name,address,phone number,and email address.They will now be asked to complete a questionnaire that collects more information such as their age,gender,education level,and occupation.Additionally,the survey asks about their outdoor interests,recreational preferences,other hobbies,and comments about their stay at Trapper's Lake Lodge.This combination of new _________ data will be used to help build a marketing database for the lodge.

Question

Scenario 17-3
Trapper's Lake Lodge is a rustic hotel situated on a large lake in the Flat Tops Wilderness Area. The lodge offers a relaxing getaway as well as guided fishing, hunting, bicycling, and cross-country skiing trips from its remote location250 miles away from a major airport. Guests must travel the last 40 miles on a rough dirt road during the summer months or ride a special snow car during the snow season. Trapper's Lake Lodge management has found that guests almost always have a wonderful experience during their stay and swear they will visit again. Nonetheless, the biggest problem is getting people to visit in the first place, probably due to the difficult travel involved. So the lodge management has decided to mount an aggressive direct marketing campaign to increase first-time guest visits as well as to nurture loyal frequent visitors. 
-(Scenario 17-3)Guests at the lodge have always filled out a brief form with their name,address,phone number,and email address.They will now be asked to complete a questionnaire that collects more information such as their age,gender,education level,and occupation.Additionally,the survey asks about their outdoor interests,recreational preferences,other hobbies,and comments about their stay at Trapper's Lake Lodge.This combination of new _________ data will be used to help build a marketing database for the lodge.

Quizplus · Accepted Answer

The information being collected, such as age, gender, education level, and outdoor interests, are all part of demographic and psychographic data. Personal and behavioral data would include information such as spending habits or how frequently they travel, while academic and geographic data would focus on their education and location, respectively. Therefore, the best choice is A.

Scenario 17-3 Trapper's Lake Lodge Is a Rustic Hotel Situated on a on a Large