IGCSE Travel and Tourism Practice Exam

What is a questionnaire primarily used for in market research?

1. Gathering customer insights

2. Designing advertising materials

3. Budgeting for tourism projects

4. Training staff in hospitality

The correct answer is: Gathering customer insights

A questionnaire is primarily used for gathering customer insights in market research. This tool enables researchers to collect valuable information directly from consumers about their preferences, behaviors, and attitudes towards products or services. By formulating questions that address various aspects of customer experience, preferences, or satisfaction, businesses can obtain quantitative and qualitative data that help them understand their target market better. This information is crucial for making informed decisions regarding marketing strategies, product development, and service improvements. Gathering customer insights through questionnaires allows businesses to tailor their offerings to better meet the needs and desires of their clientele, ultimately leading to enhanced customer satisfaction and loyalty. Other options, while relevant to the travel and tourism industry, do not primarily focus on this crucial aspect of market research. Designing advertising materials, budgeting for projects, and training staff, while important, are distinct activities that rely on the insights gathered through tools like questionnaires rather than serving as the primary purpose of such research instruments.