26 Questions
What type of research focuses on testing hypotheses about cause-and-effect relationships?
Causal research
Which marketing research area involves assessing how customers perceive the price of a product?
Price-sensitivity assessment
What is the main purpose of exploratory research in marketing?
To gather preliminary information
Which task involves finding out how active a competitor hotel is on social media and managing customer feedback?
Monitoring competitor activities
What do Marketing Research and Marketing Intelligence use to create new information and insights?
Both internal data and marketing intelligence
In marketing, what does Observational Research involve?
Gathering primary data by observing people, actions, and situations
Which type of research describes the size and composition of a market?
Descriptive research
What is the main purpose of a Marketing Information System (MIS)?
To assess and distribute needed marketing information
In marketing, which area focuses on tracking how customers perceive a company's products over time?
Market tracking
Which of the following is NOT considered an information source for a Marketing Information System (MIS)?
Employee satisfaction surveys
What type of analyses are typically conducted in the hospitality industry?
Market segmentation analyses
What is the primary focus of creating customer insights within companies?
Enhancing customer value and relationships
Which factor is crucial in determining the balance between desired information and cost-effectiveness in a Marketing Information System (MIS)?
The obtainability and necessity of information
What role does Marketing Research play in contributing to customer insights and value creation?
Creating new information and insights
What is the main difference between exploratory research and causal research in marketing?
Exploratory research tests hypotheses about cause-and-effect relationships.
Which type of marketing research involves identifying and defining marketing opportunities and problems, monitoring and evaluating marketing actions, and communicating findings to management?
Marketing intelligence
What is the primary purpose of descriptive research in marketing?
To describe the size and composition of the market
Which type of analysis in hospitality focuses on assessing how customers perceive the price of a product?
Price-sensitivity assessment
What is the main goal of observational research in marketing?
To gather primary data by observing relevant people, actions, and situations
Which area of marketing intelligence involves monitoring how customers perceive a company's products over time?
Customer satisfaction
What are examples of internal data sources that hotels use to collect guest information?
Guest feedback, automated systems, mystery shoppers & auditor reports
Where do hotels store the information collected about guests?
Company accounts in apps, websites, platforms
What does marketing intelligence in hospitality involve?
Collecting information on external developments
Which of the following is an example of competitive marketing intelligence?
Competitors' annual reports
What type of marketing research involves assessing cause-and-effect relationships?
Causal research
What is the primary purpose of Mystery Shoppers and Auditor Reports in hotels?
To evaluate the quality of service and compliance with standards
This quiz explores how hotels collect guest information, including personal data, preferences, and purchases. It also touches on where this information is stored, such as internal data sources within the company network and platforms like PMS, CRM, and POS systems.
Make Your Own Quizzes and Flashcards
Convert your notes into interactive study material.
Get started for free
