Customer Needs in Travel and Tourism

Which type of market research explores beliefs, experiences, attitudes, behavior, and interactions, and generates non-numerical data?

• Quantitative Research

• Qualitative Research

• Secondary Research

• Primary Research

Quantitative research gathers ______ data to identify patterns and generalizations.

• numerical

• subjective

• anecdotal

• qualitative

Which of the following is a method used in qualitative research in travel and tourism?

• Structured interviews

• Detailed interviews

• Data analysis

• Statistical evidence

Primary research is valuable for direct feedback from which of the following?

• Competitors

• Stakeholders

• Government boards

• Trade magazines

Secondary research summarises and synthesises existing research.

• True

• False

Which research method is cost-effective and time-efficient, but may not be as specific or current as primary research data?

• Primary Research

• Qualitative Research

• Secondary Research

• Quantitative Research

Online research collects data from which of the following sources?

• Books and journals

• Internet sources: websites, databases, online forums

• Company materials

• Government statistics

Face-to-face research allows for detailed explanation of questions, improving accuracy of responses.

• True

• False

Which primary research method is distributed via websites or social media platforms and offers a cost-effective way to reach a large and diverse audience quickly?

• Website/Social Media

• Telephone Interviews

• Focus Groups

• Face-to-Face Interviews

Formal interviews are structured with set questions, while informal interviews are more ________.

• conversational

• rigid

• scripted

• formal