HMGT 3300 QUESTIONS WITH VERIFIED ANSWERS
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: - Answers - Veto the
research
The single most important element in any hospitality information system is a process
for: - Answers - Capturing guest history information
Which statement about guest comment cards is false? - Answers - If they are left in
hotel rooms for customers to fill out, they reflect the opinions of the customers as a
whole.
The type of research used to gather preliminary information to help generate research
hypotheses is called: - Answers - Exploratory research
Secondary data: - Answers - Can be found more quickly and is cheaper than primary
data
If you are in a hurry to collect survey data, the worst method to use is: - Answers - Mail
surveying
Which of the following is NOT a sampling decision that must be made? - Answers - Who
will do the sampling?
This test is an example of - Answers - A close-ended survey
________ is the most widely used method of primary data collection. - Answers -
Survey Research
"Customers" who are in reality undercover employees of hotel management are called: -
Answers - Mystery shoppers
CRM stands for: - Answers - Customer Relationship Management
From its Total Rewards data, Harrah's has learned that ________ percent of its
customers produce ________ percent of revenues. - Answers - 26; 82
DataStar, LEXIS-NEXIS, Dow Jones News Retrieval, UMI ProQuest, and Dun &
Bradstreet's Online Access are examples of: - Answers - Online database and
information search services
, 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: - Answers - Marketing Research
Which of the following is NOT a type of objective for a marketing research project? -
Answers - Data research
Data that consists of information already in existence somewhere, having been
collected for another purpose, is called: - Answers - Secondary Data
A marketing research project where the objective is to test hypotheses about cause-
and-effect relationships, is called: - Answers - Casual Research
A marketing research project where the objective is to describe the size and
composition of the market, is called: - Answers - Descriptive research
The information collected for the specific purpose at hand is called: - Answers - Primary
Data
The most scientifically valid research is: - Answers - experimental research
Among the four contact methods: Mail, Telephone, Personal and Online, which one is
the poorest in terms of controlling the interviewer effect? - Answers - Personal
Among the four contact methods: Mail, Telephone, Personal and Online, which one is
the poorest in terms of costs? - Answers - Personal
Among the four contact methods: Mail, Telephone, Personal and Online, which one is
the best in terms of control of sample? - Answers - Telephone
Which of the following is NOT true of online research? - Answers - Samples are never
small or skewed
When the researcher selects the easiest population members from which to obtain
information, the sample is called: - Answers - Convenience sample
Primary data are simply the highest priority information used by the company to make
decisions. - Answers - False
A sample is a segment of the population selected to represent the population as a
whole - Answers - True
Closed-ended questions include all possible answers from which the subjects must
choose - Answers - True
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: - Answers - Veto the
research
The single most important element in any hospitality information system is a process
for: - Answers - Capturing guest history information
Which statement about guest comment cards is false? - Answers - If they are left in
hotel rooms for customers to fill out, they reflect the opinions of the customers as a
whole.
The type of research used to gather preliminary information to help generate research
hypotheses is called: - Answers - Exploratory research
Secondary data: - Answers - Can be found more quickly and is cheaper than primary
data
If you are in a hurry to collect survey data, the worst method to use is: - Answers - Mail
surveying
Which of the following is NOT a sampling decision that must be made? - Answers - Who
will do the sampling?
This test is an example of - Answers - A close-ended survey
________ is the most widely used method of primary data collection. - Answers -
Survey Research
"Customers" who are in reality undercover employees of hotel management are called: -
Answers - Mystery shoppers
CRM stands for: - Answers - Customer Relationship Management
From its Total Rewards data, Harrah's has learned that ________ percent of its
customers produce ________ percent of revenues. - Answers - 26; 82
DataStar, LEXIS-NEXIS, Dow Jones News Retrieval, UMI ProQuest, and Dun &
Bradstreet's Online Access are examples of: - Answers - Online database and
information search services
, 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: - Answers - Marketing Research
Which of the following is NOT a type of objective for a marketing research project? -
Answers - Data research
Data that consists of information already in existence somewhere, having been
collected for another purpose, is called: - Answers - Secondary Data
A marketing research project where the objective is to test hypotheses about cause-
and-effect relationships, is called: - Answers - Casual Research
A marketing research project where the objective is to describe the size and
composition of the market, is called: - Answers - Descriptive research
The information collected for the specific purpose at hand is called: - Answers - Primary
Data
The most scientifically valid research is: - Answers - experimental research
Among the four contact methods: Mail, Telephone, Personal and Online, which one is
the poorest in terms of controlling the interviewer effect? - Answers - Personal
Among the four contact methods: Mail, Telephone, Personal and Online, which one is
the poorest in terms of costs? - Answers - Personal
Among the four contact methods: Mail, Telephone, Personal and Online, which one is
the best in terms of control of sample? - Answers - Telephone
Which of the following is NOT true of online research? - Answers - Samples are never
small or skewed
When the researcher selects the easiest population members from which to obtain
information, the sample is called: - Answers - Convenience sample
Primary data are simply the highest priority information used by the company to make
decisions. - Answers - False
A sample is a segment of the population selected to represent the population as a
whole - Answers - True
Closed-ended questions include all possible answers from which the subjects must
choose - Answers - True
