Each
essay question must be at least 200 words, but no more than 300.
1. Compare
and contrast primary and secondary research. Give examples and explanations of
each in your response.
2. What
is the purpose of market segmentation? What are the methods used to segment
markets?
3. Imagine
a restaurant that is lacking any kind of control. Describe the negative and
positive aspects of this environment and then answer the following question:
Why is control necessary?
4. Write
a job description and the performance evaluation criteria for a position in the
hospitality industry. Set the salary range for the position and justify that
amount.
Question 1
1.
A research method
that involves a researcher observing the results of changing one or more
marketing variables is called _________.
Answer
|
observation method
|
|
experimental method
|
|
survey method
|
|
delivery method
|
4 points
Question 2
1.
Product positioning
a product refers to _________.
Answer
|
placement of the
product on store shelves
|
|
creating an image
for the product that distinguishes it from competitors’ products
|
|
watching people use
the product and recording their actions
|
|
primary research
studies
|
4 points
Question 3
1.
The study of
consumers based on social and psychological characteristics, such as attitudes,
interests, and opinions is what type of segmentation?
Answer
|
product
|
|
psychographics
|
|
demographics
|
|
geographics
|
4 points
Question 4
1.
The _________
segmentation system developed by the SRI International classifies people into
eight American lifestyle segments.
Answer
|
product
|
|
achievers
|
|
Du Soleil
|
|
VALS
|
4 points
Question 5
1.
What type of
research is considered original research?
Answer
|
reports published
by the National Restaurant Association
|
|
census data
research
|
|
primary research
|
|
secondary research
|
4 points
Question 6
1.
What is the first
step in the market research process?
Answer
|
identifying the
problem
|
|
determining a
target market
|
|
conducting primary
research
|
|
conducting
secondary research
|
4 points
Question 7
1.
A research method
that involves watching people and recording their actions by audio, visuals, or
writing is called _________.
Answer
|
observation method
|
|
experimental method
|
|
target method
|
|
delivery method
|
4 points
Question 8
1.
The systematic
gathering, recording, analyzing, and presentation of information related to
marketing goods and services is called _________.
Answer
|
product placement
|
|
market research
|
|
target marketing
|
|
information
delivery
|
4 points
Question 9
1.
What is the main
difference between open-ended and closed-ended questions?
Answer
|
open-ended
questions provide a predetermined set of answers
|
|
closed-ended
questions provide a predetermined set of answers
|
|
open-ended
questions are used only in secondary research
|
|
closed-ended
questions provide an undetermined set of answers
|
4 points
Question 10
1.
The research method
which involves gathering information from people through the use of surveys or
questionnaires is called _________.
Answer
|
secondary research
|
|
the observation
method
|
|
the experimental
method
|
|
the survey method
|
Question 1
1.
Control is
________.
Answer
|
a financial problem
|
|
a housekeeping
problem
|
|
a management
function
|
|
a stockholder’s
function
|
|
only concerned with
stealing
|
4 points
Question 2
1.
Herzberg’s
motivation hygiene factors theory identified factors as ________.
Answer
|
cost analysis
|
|
schedule
|
|
responsibility
|
|
relationships with
others
|
|
recognition
|
4 points
Question 3
1.
Many teams are now
” virtual,” meaning that face- to- face interaction between
supervisors and employees is ________.
Answer
|
decreasing
|
|
contractual
|
|
increasing
|
|
necessary
|
|
mandatory
|
4 points
Question 4
1.
Productivity
standards evaluate a job by ________.
Answer
|
the manager’s
planning
|
|
the HR department’s
importance
|
|
the cost of doing
the job
|
|
the time it takes
to complete
|
|
how well one
follows instructions
|
4 points
Question 5
1.
Trends in HR and
motivation today are ________.
Answer
|
surface level
expectations
|
|
using greater
resources
|
|
utilizing unskilled
workers
|
|
working with large
labor pools
|
|
more focused on
employee retention
|
4 points
Question 6
1.
Concurrent control
takes place _______.
Answer
|
during work
activity
|
|
at the same time as
another control method
|
|
with the manager
absent
|
|
at the time of
correction
|
|
when activities
present problems
|
4 points
Question 7
1.
A high percentage
of all organizational theft and fraud is committed by __________.
Answer
|
outsiders
|
|
gangs
|
|
employees
|
|
repeat offenders
|
|
competitors
|
4 points
Question 8
1.
Control works by
_______.
Answer
|
keeping records
|
|
monitoring
activities
|
|
having good leaders
|
|
having self
motivation
|
|
keeping the pay
scale up
|
4 points
Question 9
1.
Human resources
development ________.
Answer
|
is the advocate for
all employees
|
|
exists mostly to
help the managers
|
|
only keeps
employees’ records
|
|
has the owner’s
interests first
|
|
keeps the financial
records
|
4 points
Question 10
1.
Job descriptions
specify ________.
Answer
|
how long the job
should take
|
|
pay classification
|
|
knowledge,
qualifications, and skills necessary
|
|
an emergency
insurance coverage
|
|
what the manager
can ask of an employee
|
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