The Welcome Group Hotels

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The Welcome Group owns a chain of 20 hotels located in different parts of the country. In recent years it has been expanding the chain by setting up new hotels. When there were only a few hotels, the Managing Director of the Welcome Group used to personally visit them with a view to ensuring that they provided high quality food and service to their patrons. But now he finds that with so many hotels it is extremely difficult to personally visit each and every hotel. At the same time, he needs some mechanism to ensure that hotels of the chain continue to provide high quality service. The Managing Director has discussed this problem with some senior officials of the company. As a result of this discussion, he feels that: OPTION 1: A suitable questionnaire may be designed and the same may be given to guests during their stay in the hotels. They may be requested to return the filled-in questionnaire at the reception counter while leaving the hotels. OPTION 2: A suitable questionnaire may be designed and the same may be posted to their homes soon after they have reached there with the request that these be returned, duly filled in, by post. OPTION 3: A trained interviewer may be appointed on a temporary basis. He could visit different hotels without giving any prior information of his visits. In each hotel he visits, he may personally interview selected guests and seek their opinion on the quality of food and service in that hotel and their suggestions, if any, for improvement. OPTION 4: The services of a marketing research firm may be hired. It may be asked to conduct a suitable study based on say, telephone interviews of a random sample of guests from each hotel and to submit its report to the Managing Director. Questions:

1. Discuss the relative merits and demerits of each option, indicating which one you would adopt and why? 2. Discuss the sampling plan, and prepare the questionnaire you would use.

Part - C

1. Which is not a research framework:
( a ) Descriptive research ( b ) Casual research ( c ) Top of the mind recall ( d ) Exploratory

2 . Secondary data can be obtained from:
( a ) Motion pictures ( b ) Interviews ( c ) Observations ( d ) Trade publications

3 . Primary data is so called because:
( a ) Primary school provide it ( b ) Data is direct from customers ( c ) Trading is in primary centres ( d ) Only confined to basic research

4 . Primary data can not be obtained from:
( a ) Questionnaires ( b ) Observations ( c ) Magazines ( d ) Panel contracts

5 . Questionnaire method can be used for:
( a ) Data collection ( b ) Correcting mistakes of employees ( c ) Secondary data ( d ) None of the above

6 . Which is not a form of Advertising Research?
( a ) Pre-testing ( b ) During campaign research ( c ) Preparation of art work ( d ) Post campaign

7 . A sample selections is not done on:
( a ) Random basis ( b ) Convenience ( c ) Stratified random ( d ) Entire universe

8 . Market Research is still not popular with marketing team because: ( a ) Delay in reports ( b ) Researcher’s caliber ( c ) Personal bias in reports ( d ) All of above

9 . Research reports should not contain:
( a ) Personal opinions ( b ) Recommendations ( c ) Methodology ( d ) Findings

10 . Market Research...
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