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Questions and Answers

Which of the following BEST describes the primary function of market research for a tour operator?

To ensure all business decisions are based on factual data rather than assumptions. (correct)
To exclusively analyze internal data and ignore external market factors.
To solely focus on increasing sales figures regardless of customer satisfaction.
To generate publicity and increase brand awareness through widespread advertising campaigns.

A travel agency is considering launching a new eco-tourism package. How can market research assist them in minimizing the risk of failure?

By undercutting competitor pricing without regard to profitability or service quality.
By guaranteeing positive customer reviews regardless of the actual experience.
By creating a marketing campaign targeting all demographics to maximize exposure, and ignoring specific interests.
By identifying potential customers with the ideal traveler profile, pre-testing the package and refining the offer. (correct)

What benefit does market research offer in understanding the competitive landscape for tour operators?

It eliminates the need for internal business planning by simply copying competitor strategies.
It helps predict the exact future strategies of competitors with certainty.
It provides insights into competitors' business plans, enabling a tour operator to identify strategies for gaining a market advantage. (correct)
It ensures that all competitors will cooperate and avoid direct competition.

Which of the following is NOT a typical area of focus for market research in the travel industry?

Determining the optimal font size for marketing brochures. (D) Signup and view all the answers

A tour operator aims to improve its customer communication strategy. How can market research contribute to this goal?

By evaluating the effectiveness of existing communication tools and identifying areas for improvement. (D) Signup and view all the answers

A luxury travel agency is experiencing declining sales among its high-net-worth clientele. Which market research approach would provide the MOST actionable insights to reverse this trend?

Conducting in-depth interviews and surveys to understand the evolving preferences, unmet needs, and emerging travel aspirations of their specific target segment. (A) Signup and view all the answers

An adventure travel company has built its brand on offering extreme, off-the-beaten-path experiences. They are considering expanding into the family travel market without diluting their core brand identity. What type of market research would be MOST effective in navigating this challenge?

Conducting qualitative research (focus groups, ethnographic studies) combined with A/B testing of marketing messages to identify family travel preferences that align with their brand values and operational capabilities. (A) Signup and view all the answers

What is the primary benefit of market research for companies?

It provides relevant information for identifying and analyzing market needs and competitors. (A) Signup and view all the answers

According to the material, what are the three content areas into which knowledge generated through market research is classified?

Making, enabling, and keeping a promise. (D) Signup and view all the answers

What differentiates a 'want' from a 'need' in the context of marketing?

A need is a feeling of deprivation, while a want is how a need is expressed and influenced by various factors. (D) Signup and view all the answers

In the context of business travelers, which of the following would be considered a 'need'?

The punctuality of service. (C) Signup and view all the answers

Why are 'wants' highly significant in marketing, particularly in competitive markets?

Because they provide a basis for differentiation when competitors meet the same basic needs. (D) Signup and view all the answers

What factors can transform a 'want' into a 'need'?

Culture, society, and an individual's personality. (D) Signup and view all the answers

When an airline provides similar timetables, punctuality records and aircrafts on the same routes that its competitors offer, which consumer consideration typically dictates the choice of airline?

Wants (B) Signup and view all the answers

A hotel guest with reduced mobility requires an accessible room. According to the text, how would this requirement be classified?

Need (D) Signup and view all the answers

A hotel offering a chauffeur service featuring vintage Rolls Royce sedans is most directly appealing to its guests'...

Wants related to luxury and status (D) Signup and view all the answers

Which data collection method directly assesses passenger sentiments regarding specific aspects of airline services like seating comfort and meal quality?

In-flight survey (B) Signup and view all the answers

What is a potential drawback of using telephone interviews for market research in the aviation industry?

Potential damage to corporate image due to perceived privacy invasion. (C) Signup and view all the answers

ABC Tours is using test marketing for a new Siargao package. What is a significant risk associated with discontinuing product features after the test marketing phase?

Confusion among travelers. (D) Signup and view all the answers

A consistent increase in customer complaints most clearly indicates:

Customer dissatisfaction with specific aspects of the business. (C) Signup and view all the answers

Imagine an airline implements a new premium service feature based on glowing feedback from initial test marketing. However, post-launch, customer contact staff report widespread dissatisfaction. Which market research oversight most likely contributed to this discrepancy?

Failure to account for potential biases in the test marketing group's feedback, and insufficient weighting of negative feedback from customer contact staff post-launch. (C) Signup and view all the answers

Which type of research is most suitable for gaining initial insights into a problem that is not yet well-defined?

Exploratory Research (B) Signup and view all the answers

What is the main purpose of descriptive research?

To describe the characteristics of a population or phenomenon (C) Signup and view all the answers

When developing a research plan, which of the following elements is NOT typically considered?

Defining the company's mission statement (B) Signup and view all the answers

What is primary data?

Information collected directly for the current research problem (C) Signup and view all the answers

Which of the following is an example of a secondary data source?

Data compiled by airport authorities (D) Signup and view all the answers

What is the key advantage of using survey questionnaires in market research?

Ability to gather information at a relatively low cost (A) Signup and view all the answers

A market researcher aims to understand the impact of a recent price change on sales volume. Which research approach is most suitable?

Causal research (A) Signup and view all the answers

A company notices a decline in customer satisfaction scores. What is the MOST appropriate first research step to take?

Conduct exploratory research to understand the reasons for the decline (D) Signup and view all the answers

A researcher wants to determine the demographic profile (age. income, education) of purchasers of a new luxury car model. Which type of research is best suited for this?

Descriptive (B) Signup and view all the answers

A researcher is trying to balance time constraints, budget limitations and need for highly specific, up-to-date information. What is the optimal approach to gather data for the research?

Implement a mixed-methods approach, prioritizing affordable secondary data sources, supplemented by targeted survey questionnaires to fill critical information gaps. (B) Signup and view all the answers

Which customer perception is MOST directly fostered by friendly and empathetic service?

The company values the customer's business. (A) Signup and view all the answers

What is the PRIMARY purpose of marketing research for a company?

To understand the market and improve marketing strategies. (C) Signup and view all the answers

How does marketing research PRIMARILY benefit front-line employees?

It provides them with insights to better serve customers. (D) Signup and view all the answers

Which of the following is the FIRST step in the marketing research process?

Defining the Problem and Research Objectives (B) Signup and view all the answers

ABC Tours wants to understand the differences in travel preferences between its leisure and business travelers. What type of research is MOST appropriate?

Segmentation research (B) Signup and view all the answers

A travel agency implements a new customer service protocol based on recent market research. What is the NEXT logical step in ensuring its effectiveness?

Monitoring customer feedback and service outcomes. (B) Signup and view all the answers

A tour operator notices a decline in bookings for a specific destination. What is the MOST effective way to apply marketing research to address this issue?

Conduct research to identify the reasons for the decline and adjust marketing strategies accordingly. (C) Signup and view all the answers

How might a small, local travel agency with limited resources conduct effective marketing research?

Utilize readily available online surveys, customer feedback forms, and social media analytics. (C) Signup and view all the answers

A travel company identifies a new, potentially lucrative market segment, but lacks detailed knowledge about their preferences. Which of the following research approaches would be MOST effective in gathering comprehensive insights?

Conducting in-depth interviews and focus groups to understand their motivations and needs. (D) Signup and view all the answers

A global hotel chain aims to personalize its services to cater to the diverse cultural backgrounds of its guests. To truly understand nuanced cultural preferences beyond surface-level observations, which research methodology would yield the MOST profound insights?

Conducting ethnographic studies involving immersive observation and participation within different cultural groups. (A) Signup and view all the answers

Flashcards

Market Research

Systematic process of gathering and analyzing data to understand a company's marketing situation.

Customer Pain Points

Problems or issues the company’s customers are experiencing.