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