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

TRUE/FALSE
1. Marriotts decision on creating a phone app allowed it to gather data from every type of handset.
ANS: F
Marriott created a general mobile site, not a phone app because apps are limited to one type of handset.
PTS: 1
OBJ: 9-4
KEY: CB&E Model Research online

TOP: AACSB Reflective Thinking

MSC: BLOOMS Level I Knowledge

2. Marriott Mobiles 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: 9-3
KEY: CB&E Model Research Online

TOP: AACSB Reflective Thinking

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
KEY: CB&E Model Research Online

OBJ: 9-3
TOP: AACSB Reflective Thinking
MSC: BLOOMS Level I Knowledge

4. 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.
ANS: T
PTS: 1
KEY: CB&E Model Research Online

OBJ: 9-3
TOP: AACSB Reflective Thinking
MSC: BLOOMS Level I Knowledge

MULTIPLE CHOICE
1. What kind of data can Marriott gather from 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: 9-3
KEY: CB&E Model Research Online

TOP: AACSB Reflective Thinking

MSC: BLOOMS Level II Comprehension

2. The kind of data gathered from Marriott Mobile made what strategy decisions possible?
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
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: 9-3
KEY: CB&E Model Research Online

TOP: AACSB Technology

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
KEY: CB&E Model Research Online

TOP: AACSB Reflective Thinking

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 Mobiles city guide
ANS: A
Open-ended questions lets the customer respond in his or her own words.
PTS: 1
OBJ: 9-3
KEY: CB&E Model Research Online

TOP: AACSB Reflective Thinking

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: E
In ethnographic research, the behavior is observed in its natural contextm-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: 9-3
KEY: CB&E Model Research Online

TOP: AACSB Reflective Thinking

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.
b.
c.
d.
e.

mobile platform technology

report
cross-tabulation
frame error
research experiment

ANS: C
A cross-tabulation lets the analyst look at the responses to one questionin this case, the response to
where you are taking the surveyin relation to the responses to one or more other questionse.g., a
response to whether you are at a PC or using a handset.
PTS: 1
OBJ: 9-3
KEY: CB&E Model Research Online

TOP: AACSB Reflective Thinking

MSC: BLOOMS Level II Comprehension