Marketing for Hospitality and Tourism, 8e, Global Edition (Kotler)
Chapter 5 Managing Customer Information to Gain Customer Insights
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
2) 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
3) All of the following statements about comment cards are true EXCEPT:
A) If a comment card is left in a hotel room for customers to fill out, it reflects the opinions of
the customers as a whole.
B) Comment cards can be useful in spotting trouble areas.
C) Often less than 50% of the hotel guests will fill out a comment card.
D) If the process is not well thought out, employees may selectively distribute comment cards to
guests they feel will have a positive response.
4) 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
5) 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
6) 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
7) This exam is an example of:
A) An open-ended survey
B) An unstructured survey
C) A qualitative survey
D) A close-ended survey
8) ________ is the most widely used method of primary data collection.
A) Experimental research
B) Survey research
C) Causal research
D) Observational research
9) “Customers” who are in reality undercover employees of hotel management are called:
A) Auditors
B) Identifiers
C) Spies
D) Mystery shoppers
10) CRM stands for:
A) Customer Revenue Marketing
B) Critical Review Methods
C) Customized Recurrence Manufacturing
D) Customer Relationship Management
11) 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
12) 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
13) 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
14) 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) Real data
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
16) 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
17) The information collected for the specific purpose at hand is called:
A) Primary data
B) Secondary data
C) Tertiary data
D) Real data
18) 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
19) 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
20) 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
21) 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
22) 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.
23) 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
24) All of the following are research problem areas EXCEPT:
A) Missing ROI explanation
B) Lack of qualitative information
C) Improper statistical analysis
D) Non-representative sample
25) Typically, marketing research can only be done by experts in large companies with large
research budgets.
26) Primary data are simply the highest priority information used by the company to make
decisions.
27) A sample is a segment of the population selected to represent the population as a whole.
28) Closed-ended questions include all possible answers from which the subjects must choose.
29) International marketing researchers follow the same steps as domestic researchers, from
defining the research problem and developing a research plan to interpreting and reporting the
results.
30) Descriptive research gathers preliminary information that will help define the problem and
suggest hypotheses.
31) Experimental research is best suited for gathering causal information.
32) Mail questionnaires are very expensive per respondent compared to other survey methods.
33) Qualitative research is useful to gain insight into definitions and concepts.
34) Interpretations of research findings need to be left entirely to the researcher.
35) Telephone interviewing runs little risk of interviewer bias since the respondent cannot
actually see the interviewer.
36) What does a typical marketing information system (MIS) do?
37) An MIS often consists of three separate components. Describe each of these.
38) Discuss the four basic steps in the marketing research process.
39) Provide the advantages/benefits of each of the contact methods.
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?