TOURISM INDUSTRY SURVEY

 
Question ID:  44534

Which one of the following types of organization is MOST likely to provide a grading system for accommodation?

1. A retail travel agent
2. A tourist authority
3. A tourist information center
4. A visitor attraction

 

Question ID:  44535

An organization whose main business is to put together holidays for resale is usually referred to as a

1. retail travel agent
2. support service provider
3. tourist board
4. tour operator

 

Question ID:  44536

Market research intended to establish the level of customer satisfaction with a holiday would be likely to receive the maximum response if carr8ied out by means of

1. a telephone survey undertaken between one and two weeks after the customers’ return
2. a written questionnaire completed by passengers on their return journey
3. a written questionnaire handed to passengers on their return journey for them to post back
4. resort representatives’ feedback derived from informal contacts during the holiday

 

Question ID:  44537

An organization makes a pricing decision by adding a mark-up to the base cost. This technique is known as

1. flexible mark-up
2. full-cost pricing
3. gross margin
4. suggested rate

 

Question ID:  44538
A product or service known by the marketing term “cash cow” is MOST accurately described one which

1. gives a good profit for little effort
2. is likely to become profitable soon
3. is thought of highly by the organization’s owner
4. is likely to lose money rapidly

 

Question ID:  44539

In order to attract the maximum numbers of customers, a shop selling collectables, such as antiques, would be best located

1. in a busy retail area such as a shopping mall
2. in a pedestrianised area of busy city center
3. near to other shops selling similar products
4. well away from shops selling similar products

 

Question ID:  44540

“primary” market research could MOST accurately be described as research

1. about consumer opinions before purchase of a product
2. about product or service development
3. involving the collection of new data
4. undertaken at an early stage.

 

Question ID:  44541

Market research undertaken by analysis of previously published data is usually known as

1. fundamental
2. external
3. primary
4. secondary

 

Question ID:  44542

Market research undertaken by a travel agency and involving analysis of its customer booking details, would MOST accurately be referred to as

1. primary external
2. primary internal
3. secondary external
4. secondary internal

Question ID:  44543

A visitor attraction decided to try to increase its profits by attracting more visitors. As part of its strategy it commissioned market research “to find out as soon as possible how many of its target market had visited a similar attraction”. The research organization stated that the objective set could not be met since it is NOT sufficiently

1. achievable
2. measurable
3. relevant
4. timebounded

 

Question ID:  44544

An organization wished to conduct market research. The LEAST expensive way of reaching large numbers would be by means of

1. pre-booked door-to-door interviews
2. structured postal questionnaires
3. structured random street interviews
4. structured telephone questionnaires

 

Question ID:  44545

Market research undertaken by surveys of population sample will become more accurate as the sample size increases. Once the accuracy has reached around 90% quadrupling the sample size will increase accuracy by approximately

1. 3%
2. 5%
3. 7%
4. 9%

 

Question ID:  44546

The MOST effective method of determining the flow of customers past a competitor’s location is likely to be by

1. experimentation
2. interview
3. observation
4. questionnaire

 

Question ID:  44547
The MOST effective questionnaire style for a random street face-to-face interview is likely to be

1. completely unstructured
2. headline questions only
3. highly structured
4. semi-structured

 

Question ID:  44548

Which one of the following would NOT be considered a valid reason for undertaking market research?

1. To assess market change
2. To control marketing costs
3. To identify market opportunities
4. To identify market threats

 

Question ID:  44549

Data derived from research which showed a trend would be MOST clearly presented using

1. a line graph
2. a list
3. a pie chart
4. narrative

 

Question ID:  44550

The market research tool known as “an observation study” is

1. a location which allows observation of customers
2. noting customer behavior without questioning
3. the analysis of records of observation
4. the monitoring of marketing activities by others

 

Question ID:  44551

Marketing plans often contain a concise statement of the business wants to be. This statement is usually known as a

1. direction statement
2. marketing statement
3. mission statement
4. policy statement

Question ID:  44552

The sales promotion event known as an “exhibition” would most accurately be described as

1. a regular event in a special venue, where participants display their products
2. an occasional event, held in an organization’s usual premises, when products are sold at special rates
3. an occasional event where products are sold sequentially from a rostrum to anyone who wishes to attend
4. a regular event where participants sell their products

 

Question ID:  44553

In marketing terms , an “environmental analysis” is

1. an analysis of environmental factors in the marketing department
2. an analysis of the conditions that apply in a specific market area
3. a way of checking a marketing activity’s effect on the environment
4. a range of techniques that ensure that the marketing team remain healthy

 

Question ID:  44554

The part of a marketing plan which remains substantially unchanged from year to year is its overall

1. budgets
2. strategy
3. tactics
4. timescales

 

Question ID:  44555

A “marketing audit” is a

1. financial survey of the income and expenditure of the marketing department
2. part of the marketing planning process to do with data analysis and collection
3. report on the profit and loss achieved by the organization’s marketing activities
4. statutory requirement imposed on all limited companies, relating to their financial activities

 

Question ID:  44556

A company is planning to enter a market when the product it intends to offer is at the “introductory” stage of its life cycle. Marketing theory suggests that its timing is

1. about right
2. just in time
3. too late
4. too soon

 

Question ID:  44557

In a marketing plan, a budget may be allocated according to stage of progress reached by a project. This type of budget allocation is known as

1. just-in-time budgeting
2. life-cycle budgeting
3. planned budgeting
4. scheduled budgeting

 

Question ID:  44558

(Figure l) above was placed on a sales counter. It would MOST accurately be described as a

1. notice to customers
2. point of sale display item
3. sample of merchandise
4. special promotional item

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