MKTG 6th Edition Lamb Test Bank

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Chapter 9 Case Study—Marriott International: A Marriott Site for Those on the Move

TRUE/FALSE

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

ANS: F
Marriott created a general mobile site, which would not be limited to one type of handset.

PTS: 1 OBJ: LO-3 TOP: AACSB Reflective Thinking

KEY: CB&E Model Research Online MSC: BLOOMS Level I Knowledge

2. Marriott Mobile’s purpose is to conduct primary marketing research.

ANS: F
Marriott Mobile is designed to book hotel rooms and other Marriott services. Using it for market
research is not its primary function.

PTS: 1 OBJ: LO-3 TOP: AACSB Reflective Thinking

KEY: CB&E Model Research Online MSC: BLOOMS Level I Knowledge

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

ANS: T PTS: 1 OBJ: LO-3 TOP: AACSB Reflective Thinking

KEY: CB&E Model Research Online MSC: BLOOMS Level I Knowledge

4. The users of Marriott Mobile is immune from sampling errors.

ANS: T PTS: 1 OBJ: LO-3 TOP: AACSB Reflective Thinking

KEY: CB&E Model Research Online MSC: BLOOMS Level I Knowledge

MULTIPLE CHOICE

1. What kind of data can Marriott gather by the users of its Blackberry and iPhone booking apps?
a. secondary
b. computer-assisted self-interviewing
c. survey results
d. primary
e. behavioral targeting
ANS: A
It would be secondary data since it is data previously collected for another purpose, i.e., booking.

PTS: 1 OBJ: LO-3 TOP: AACSB Reflective Thinking

KEY: CB&E Model Research Online MSC: BLOOMS Level II Comprehension

2. The kind of data gathered from Marriott Mobile made what strategy possible?
a. Mobile Web sites designed for specific handsets
b. just the Blackberry app
c. which apps to create first based on usage
d. mobile feedback
 e. all of the above
ANS: C
Marriott gathered a data set that was better able to direct its app strategy to create a BlackBerry app
followed by an iPhone app.

PTS: 1 OBJ: LO-3 TOP: AACSB Technology

KEY: CB&E Model Research Online MSC: BLOOMS Level II Comprehension

3. Which of the following market research design would seem the most likely technology/methodology
that Marriott used to gather data?
a. personal mobile phone interview
b. mobile intercept
c. mobile executive interview
d. computer-assisted self-interview
e. none of the above
ANS: D
Marriott [Mobile] connected with customers right as they were using the mobile platform.

PTS: 1 OBJ: LO-3 TOP: AACSB Reflective Thinking

KEY: CB&E Model Research Online MSC: BLOOMS Level II Comprehension

4. All of the following is true about the Marriott Mobile survey except:
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
ANS: A
Open-ended questions lets the customer respond in his or her own words.

PTS: 1 OBJ: LO-3 TOP: AACSB Reflective Thinking

KEY: CB&E Model Research Online MSC: BLOOMS Level II Comprehension

5. The Marriott Mobile survey has which of the following characteristics of ethnographic research.
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
ANS: B
.e
In ethnographic research, the behavior is observed in its natural context—m-commerce at the mobile
site, which is the natural context here. The electronic devices are the handsets (compare the iPhone
research described in the chapter).

PTS: 1 OBJ: LO-0 TOP: AACSB Reflective Thinking

KEY: CB&E Model Research Online MSC: BLOOMS Level II Comprehension

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?
a. mobile platform technology
b. report
c. cross-tabulation
d. frame error
e. research experiment
ANS: C
A crosstabulation lets the analyst look at the responses to one question—in this case, the response to
where you are taking the survey—in relation to the responses to one or more other questions—e.g., a
response to whether you are at a PC or using a handset.

PTS: 1 OBJ: LO-3 TOP: AACSB Reflective Thinking

KEY: CB&E Model Research Online MSC: BLOOMS Level II Comprehension