Question 1

The kind of data gathered from Marriott Mobile made what strategy decisions possible?

Accepted Answer

A)  Creating Mobile Web sites designed for specific handsets 
B)  Creating the Blackberry app 
C)  Deciding which apps to create first based on usage 
D)  Analyzing mobile feedback 
E)  all of the above 
A)  Creating Mobile Web sites designed for specific handsets 
B)  Creating the Blackberry app 
C)  Deciding which apps to create first based on usage 
D)  Analyzing mobile feedback 
E)  all of the above C

Question 2

The Marriott Mobile survey has which of the following characteristics of ethnographic research?

Accepted Answer

A)  participant observers 
B)  observers can monitor the electronic devices being used 
C)  behavioral targeting 
D)  mystery observers 
E)  human behavior in its natural context 
A)  participant observers 
B)  observers can monitor the electronic devices being used 
C)  behavioral targeting 
D)  mystery observers 
E)  human behavior in its natural context E

Question 3

If the survey results for Marriott Mobile are used for hotel room design research,the data would be secondary data.

Accepted Answer

A) True 
 B)False  True

Question 4

What kind of data can Marriott gather from the users of its Blackberry and iPhone booking apps?

Accepted Answer

A)  secondary 
B)  computer-assisted self-interviewing 
C)  survey results 
D)  primary 
E)  behavioral targeting 
A)  secondary 
B)  computer-assisted self-interviewing 
C)  survey results 
D)  primary 
E)  behavioral targeting

Question 5

All of the following is true about the Marriott Mobile survey except:

Accepted Answer

A)  questions were open-ended 
B)  questions were short (i.e., multiple choice) 
C)  questions focused on site functionality 
D)  site usage patterns 
E)  questions about Marriott Mobile's city guide 
A)  questions were open-ended 
B)  questions were short (i.e., multiple choice) 
C)  questions focused on site functionality 
D)  site usage patterns 
E)  questions about Marriott Mobile's city guide

Question 6

That one-third of the survey correspondents took the survey at home showed the increasing penetration of mobile usage.What most likely would produce this intended result?

Accepted Answer

A)  mobile platform technology 
B)  report 
C)  cross-tabulation 
D)  frame error 
E)  research experiment 
A)  mobile platform technology 
B)  report 
C)  cross-tabulation 
D)  frame error 
E)  research experiment

Question 7

Which of the following market research design would seem the most likely technology/methodology that Marriott used to gather data?

Accepted Answer

A)  personal mobile phone interview 
B)  mobile intercept 
C)  mobile executive interview 
D)  computer-assisted self-interview 
E)  none of the above 
A)  personal mobile phone interview 
B)  mobile intercept 
C)  mobile executive interview 
D)  computer-assisted self-interview 
E)  none of the above

Question 8

Surveying users of Marriott Mobile about their mobile booking preferences when they were using the site was a convenience sample,but provided good information for Marriott because those are the users they were interested in sampling.

Accepted Answer

A) True 
 B)False

Question 9

Marriott Mobile's purpose is to conduct primary marketing research.

Accepted Answer

A) True 
 B)False

Question 10

Marriott's decision on creating a phone app allowed it to gather data from every type of handset.

Accepted Answer

A) True 
 B)False

Exam 18: Case Study Marriott International: A Marriott Site for Those on the Move

The kind of data gathered from Marriott Mobile made what strategy decisions possible?

The Marriott Mobile survey has which of the following characteristics of ethnographic research?

If the survey results for Marriott Mobile are used for hotel room design research,the data would be secondary data.

What kind of data can Marriott gather from the users of its Blackberry and iPhone booking apps?

All of the following is true about the Marriott Mobile survey except:

That one-third of the survey correspondents took the survey at home showed the increasing penetration of mobile usage.What most likely would produce this intended result?

Which of the following market research design would seem the most likely technology/methodology that Marriott used to gather data?

Surveying users of Marriott Mobile about their mobile booking preferences when they were using the site was a convenience sample,but provided good information for Marriott because those are the users they were interested in sampling.

Marriott Mobile's purpose is to conduct primary marketing research.

Marriott's decision on creating a phone app allowed it to gather data from every type of handset.

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