NHM 464 test 2 Midterm Exam Revised 2025

Customers" who are in reality undercover employees of hotel management are called: - Correct Ans-mystery shoppers A marketing research project where the objective is to describe the size and composition of the market is called: - Correct Ans-Descriptive research A marketing research project where the objective is to test hypotheses about cause and-effect relationships is called: - Correct Ans-Casual research 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: - Correct Ans-Marketing research What is a segment of the population selected to represent the population as a whole. - Correct Ans-a sample Among the four contact methods-mail, telephone, personal and online-which is the best in terms of control of sample? - Correct Ans-telephone Among the four contact methods-mail, telephone, personal, and online-which is the poorest in terms of controlling the interviewer effect? - Correct Ans-personal Among the four contact methods-mail, telephone, personal, and online-which is the poorest in terms of costs? - Correct Ans-personal CRM stands for: - Correct Ans-Customer Relationship Management Closed-ended questions include what - Correct Ans-all possible answers from which the subjects must choose. Data that consists of information already in existence somewhere, having been collected for another purpose, is called: - Correct Ans-Secondary data DataStar, LEXIS-NEXIS, Dow Jones News Retrieval, UMI ProQuest, and Dun & Bradstreet's Online Access are examples of: - Correct Ans-Online database and information search services Experimental research is what - Correct Ans-best suited for gathering causal information NHM 464 NHM 464 From its Total Rewards data, Harrah's has learned that ___ percent of its customers produce ____ percent of revenues. - Correct Ans-26; 82 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: - Correct Ans-Veto the research If you are in a hurry to collect survey data, the worst method to use is: - Correct Ans Mail surveying One recent study found that what - Correct Ans-that managers lose as much as three hours a day looking for the right information. Qualitative research is what - Correct Ans-useful to gain insight into definitions and concepts. Secondary data can what - Correct Ans-Can be found more quickly and is cheaper than primary data The information collected for the specific purpose at hand is called: - Correct Ans Primary data The most scientifically valid research is: - Correct Ans-Experimental research The single most important element in any hospitality information system is a process for: - Correct Ans-Capturing guest history information The type of research used to gather preliminary information to help generate a research hypothesis is called: - Correct Ans-Exploratory research Exploratory research is a test example of - Correct Ans-A closed-ended survey When the researcher selects the easiest population members from which to obtain information, the sample is called a: - Correct Ans-Convenience sample Which is a sampling decision that must be made? - Correct Ans-How many people should be surveyed? When will the survey begin? How will be samples be chosen? Which is a type of objective for a marketing research project? - Correct Ans-Exploratory research Descriptive research Casual research NHM 464 NHM 464 Which is an examples of online research? - Correct Ans-Online research is inexpensive. Online research is fast. People tend to be honest online. what is an example statement about guest comment cards - Correct Ans-They can be useful in spotting trouble areas. Often less than 50% of the hotel guests will fill them out. If the process is not well thought out, employees may selectively distribute the cards to guests they feel will have a positive response. ________ is the most widely used method of primary data collection. - Correct Ans Survey research A group to which a person wishes to belong is called a(n): - Correct Ans-Aspirational group According to Maslow, the most important need to be satisfied is: - Correct Ans Physiological what purchases result in discomfort caused by post purchase conflict (cognitive dissonance). - Correct Ans-Almost all major purchases Buyer discomfort caused by postpurchase conflict is called: - Correct Ans-Cognitive dissonance In which of the following countries are men likely to kiss each other in greeting, and never kiss a woman in public? - Correct Ans-Saudi Arabia Most human behavior is what - Correct Ans-learned People from which country are likely to expect promptness and prefer quick, unfriendly service over having a conversation with the service provider? - Correct Ans-Japan Social scientists have identified _________ American social classes. - Correct Ans Seven what is the general esteem given to someone fulfilling his/her role in society. - Correct Ans-Status The buyer decision process begins with - Correct Ans-Problem recognition The factor that exerts the broadest and deepest influence on behavior is: - Correct Ans Culture The first stage of the buyer decision process is: - Correct Ans-Need recognition NHM 464 NHM 464 The most important consumer buying unit in the United States (one that has been researched extensively) is the: - Correct Ans-Family The stages through which families pass as they grow older are called: - Correct Ans Family life cycles The technique used to measure lifestyles is called: - Correct Ans-Psychographics The working class depends on what - Correct Ans-heavily on relatives for both economic and social support When purchasing hospitality and travel products, customers often use __________ as an indication of quality. - Correct Ans-price When we screen out information coming at us, we are engaged in the act of: - Correct Ans-Selective attention Which American social class comprises the largest part of the population? - Correct Ans-Working (38%) Which important consumer subculture's annual buying power is $913 billion and is estimated to reach $1.2 trillion by 2013? - Correct Ans-African American Where does comprise the U.S. Hispanic market? - Correct Ans-Cuban descent Puerto Rican descent South American descent Which characteristics affecting consumer behavior? - Correct Ans-Personal Culture Social what is a part of the buyer decision process? - Correct Ans-Problem recognition Information search Postpurchase behavior ________ groups are those groups we would like to belong to but do not. - Correct Ans Aspirational ____________ describes changes in an individual's behavior arising from experience. - Correct Ans-Learnings _____________ may also have a strong influence on family buying decisions. - Correct Ans-Children ______________ describes a person's relatively consistent evaluations, feelings, and tendencies toward an object or an idea. - C