CHIA Customer Behavior & Satisfaction Analytics — Questions and Answers

Question 1: A hotel survey shows 55% promoters, 30% passives, and 15% detractors. What is the Net Promoter Score?

40 (Correct answer)
55
25
70

Correct answer: 40

NPS equals % promoters minus % detractors, so 55 - 15 = 40.

Question 2: A hotel emails its satisfaction survey three weeks after checkout and gets very low response rates. What is the most effective first fix?

Add more questions to capture richer data
Send the survey within 24-48 hours of checkout (Correct answer)
Only survey loyalty members
Switch from email to postal mail

Correct answer: Send the survey within 24-48 hours of checkout

Surveys sent soon after the stay capture fresher recall and get higher response rates.

Question 3: Only guests with very strong opinions respond to a hotel's survey, so the results misrepresent the full guest population. This is an example of:

Acquiescence bias
Recall bias
Non-response bias (Correct answer)
Confirmation bias

Correct answer: Non-response bias

Non-response bias happens when the people who respond differ systematically from those who don't.

Question 4: Which metric is best suited to measuring how easy guests found the mobile check-in process?

Net Promoter Score
Customer Effort Score (Correct answer)
Average Daily Rate
RevPAR Index

Correct answer: Customer Effort Score

Customer Effort Score measures how easy a specific interaction or task was for the customer.

Question 5: On a 5-point satisfaction scale, a hotel reports a 'top-box score' of 62%. What does this mean?

62% of respondents chose the highest rating (Correct answer)
The average score was 62% of the maximum
62% chose either of the two highest ratings
62% of guests answered the survey

Correct answer: 62% of respondents chose the highest rating

Top-box is the share of respondents who picked the single highest scale point.

Question 6: Survey responses on a strictly ordinal Likert scale are best summarized with which measure of central tendency?

Arithmetic mean
Geometric mean
Median (Correct answer)
Weighted mean

Correct answer: Median

Ordinal data has rank order but no guaranteed equal intervals, so the median is the most appropriate measure.

Question 7: An analyst wants to cut the margin of error of a guest satisfaction estimate in half. Roughly how much must the sample size grow?

Double it
Triple it
Quadruple it (Correct answer)
Increase it by 50%

Correct answer: Quadruple it

Margin of error scales with 1/√n, so halving it takes four times the sample.

Question 8: An analyst wants to know whether review sentiment about 'breakfast' differs from sentiment about 'staff' within the same reviews. Which technique fits best?

Document-level sentiment scoring
Aspect-based sentiment analysis (Correct answer)
Word count analysis
Star-rating averaging

Correct answer: Aspect-based sentiment analysis

Aspect-based sentiment analysis assigns sentiment to specific attributes mentioned in the text.

Question 9: Hotel A has a 5.0 average from 3 reviews; Hotel B has 4.6 from 900 reviews. Which approach ranks them most fairly?

Rank by raw average rating
Rank by review count only
Use a Bayesian (shrunk) average that weights toward the overall mean (Correct answer)
Discard hotels with fewer than 1,000 reviews

Correct answer: Use a Bayesian (shrunk) average that weights toward the overall mean

A Bayesian average pulls ratings with few reviews toward the overall mean, which reduces small-sample noise.

Question 10: Online hotel ratings often cluster at 5 stars with a smaller spike at 1 star. This J-shaped distribution mainly reflects:

Accurate measurement of average quality
Self-selection, where guests with extreme experiences are more likely to post (Correct answer)
Errors in the review platform's algorithm
Seasonal demand patterns

Correct answer: Self-selection, where guests with extreme experiences are more likely to post

Reviews are voluntary, so guests with very good or very bad experiences are overrepresented.

Question 11: In text mining guest comments, which method highlights words that are frequent in one hotel's reviews but rare across the whole portfolio?

TF-IDF weighting (Correct answer)
Simple term frequency
Stop-word removal
Stemming

Correct answer: TF-IDF weighting

TF-IDF raises the weight of terms that are common in one document set and lowers the weight of terms common everywhere.

Question 12: Which metric aggregates review scores from multiple online sources into a single reputation benchmark?

Market Penetration Index
Composite online reputation index (e.g., Global Review Index) (Correct answer)
Average Rate Index
Guest Retention Rate

Correct answer: Composite online reputation index (e.g., Global Review Index)

Composite reputation indexes normalize and combine scores from several review sites into one benchmark.

Question 13: After a lobby renovation, a hotel's overall review score stays flat. What is the best next analytical step?

Conclude the renovation had no effect
Break reviews down by topic to isolate mentions of the lobby before and after (Correct answer)
Increase room rates immediately
Stop monitoring reviews for six months

Correct answer: Break reviews down by topic to isolate mentions of the lobby before and after

A topic-level comparison shows whether lobby sentiment improved even if other topics pulled the overall score down.

Question 14: An analyst finds that hotels with higher management response rates to reviews tend to have higher ratings. What is the most accurate conclusion?

Responding to reviews causes higher ratings
The data shows an association, and causality needs further testing (Correct answer)
Responses have no relationship with ratings
Higher ratings cause managers to stop responding

Correct answer: The data shows an association, and causality needs further testing

Observational correlation does not prove causation, since confounders such as overall management quality could explain both.

Question 15: An RFM model for loyalty members segments guests based on which three variables?

Rate, Frequency, Market
Recency, Frequency, Monetary value (Correct answer)
Revenue, Feedback, Membership tier
Region, Format, Margin

Correct answer: Recency, Frequency, Monetary value

RFM scores customers on how recently they stayed, how often they stay, and how much they spend.

Question 16: A guest generates $200 annual margin, the retention rate is 60%, and the discount rate is 10%. Using CLV = m × r / (1 + d − r), what is the CLV?

$200
$120
$240 (Correct answer)
$333

Correct answer: $240

200 × 0.6 / (1.1 − 0.6) = 120 / 0.5 = $240.

Question 17: To compare the repeat-stay behavior of guests acquired in Q1 with those acquired in Q3, which analysis is most appropriate?

Cohort analysis (Correct answer)
Pareto analysis
Break-even analysis
Variance analysis

Correct answer: Cohort analysis

Cohort analysis groups customers by acquisition period and tracks their behavior over time.

Question 18: A guest whose complaint was resolved exceptionally well later reports higher loyalty than guests who had no problem. This is known as:

The halo effect
The service recovery paradox (Correct answer)
The endowment effect
Anchoring bias

Correct answer: The service recovery paradox

The service recovery paradox describes cases where excellent recovery leaves satisfaction higher than it was before the failure.

Question 19: Before running k-means clustering on guest spend ($) and nights stayed, an analyst should usually:

Standardize the variables to comparable scales (Correct answer)
Remove all repeat guests
Convert spend into a yes/no variable
Sort the data alphabetically

Correct answer: Standardize the variables to comparable scales

K-means uses distance, so unscaled variables with large ranges, such as dollars, would dominate the clusters.

Question 20: A corporate traveler spends 30 nights a year in hotels, 12 of them at your brand. What is your brand's share of wallet?

12%
30%
40% (Correct answer)
60%

Correct answer: 40%

Share of wallet = 12 / 30 = 40% of the guest's total category spend.

Question 21: Which definition best describes loyalty-member churn for analytics purposes?

Members who downgraded a room type
Members who had no qualifying stay or activity within a defined period, such as 12 months (Correct answer)
Members who booked through an OTA once
Members who left a negative review

Correct answer: Members who had no qualifying stay or activity within a defined period, such as 12 months

Churn is usually defined as members going inactive over a set time window.

CHIA Customer Behavior & Satisfaction Analytics

A hotel survey shows 55% promoters, 30% passives, and 15% detractors.
What is the Net Promoter Score?

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