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Exam 5: Listening to Customers Through Research

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Question 1

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Which of the following is NOT a benefit of conducting research on the Internet?

A) Higher response rate
B) Control of data quality
C) Ability to target hard to reach populations
D) Opportunity to use multimedia to present video and audio
E) All of the above are benefits of conducting research on the Internet.

F) B) and C)
G) A) and E)

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Question 2

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One significant difference between the U.S.and Japanese culture is the love and respect the Japanese give their elders.A service provider who is trying to cater to the needs of the elderly might talk to some Japanese-Americans to gather some ideas on how to improve service quality.The cultural difference should make the service provider view providing service to the elderly from a different perspective.This sort of service research is called:

A) Multicultural surveys
B) Market-oriented ethnography
C) Process checkpoint evaluations
D) Requirements research
E) Diversity studies

F) B) and E)
G) B) and C)

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Question 3

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In business-to-business situations in which large accounts are involved,senior members of the account team commonly conduct service expectation meetings and reviews.

List the two types of future expectations research.

Which type of qualitative research has as its primary objective to identify customer requirements as input for quantitative research?

US Franchise System,Inc.(USFS) franchises its brand names such as Microtel Inns & Suites,Hawthorn Suites and Best Inns to independent hotel owners and operators.Every three months,employees from a different franchise overseen by USFS conduct customer satisfaction telephone surveys.Among the employees who regularly participate in the survey process are senior managers,who are trained and certified to conduct survey interviews.Which type of interaction activity is USFS using to improve upward communication?

SwissAir made some unwise investments to pay for a planned expansion.As a result,the company had to make some cost-cutting moves that alienated its customers.Eventually the company declared bankruptcy,regrouped and found itself able to resume business.Its board of directors announced the company would resume flying within the next two years if it could prove the airline could regain at least 75 percent of its lost customers.It decided to allot $50,000 to determine the probability that its former customers would fly on the airline again and what methods requiring little or no money could be used to increase that probability.Which of the following two methods are low-cost research methods SwissAir could use to reach its research objectives?

When Tom and Ruth checked out of the Marriott Hilton Head Resort,they were each given a brief postage paid survey to complete and return through the mail.The survey asked 15 questions about their stay at the Marriott Resort.It covered such attributes as overall satisfaction,check-in speed/efficiency,cleanliness,decor and comfort of their room,friendliness and efficiency of the staff,quality of dining experience,quality of merchandise/gift shop,intention to return and willingness to recommend to friends.Which of the following types of research did Marriott conduct?

When companies collect data on desired and adequate service levels along with performance data,they can convey the information concisely on zones of tolerance charts.

The most critical stage in the service marketing research process is when the marketing researcher:

Trailer calls are also called:

Clark participated in a research study conducted by Red Lobster restaurants in which he was asked to provide a verbatim story about a satisfying and dissatisfying service encounter he had at Red Lobster.Which of the following types of research studies did Clark participate in?

Benford Bank hired marketing researchers when it noticed many people who had savings accounts with the bank did not have checking accounts and credit cards with it.The researchers would conduct _____ research if they wanted to test the hypothesis that customers do not like the checking account and credit card services of Benford Bank.

What type of qualitative research is used to monitor changes in customer expectations and to provide a forum for customers to suggest and evaluate new service ideas?

Which of the following is NOT a form of qualitative research?

PSE&G,a utility company located in New Jersey is conducting a service marketing research study to assess its service performance.It will measure the gaps between customer expectations and perceptions along the five dimensions of service quality.Which of the following types of research should PSE&G use?

Century Business Systems,Inc.offers all of the non-technical support a business would need to operate successfully - everything from auditing to management consultant to financing to marketing advice.Which of the following types of interaction activities is it likely to use to gain information about its business customers and still be able to have only a minimal investment of time and money in the research?

What is the first step in designing service marketing research?

Process checkpoint evaluations are commonly used in service industries in which the services are provided quickly on a one-time only basis.

Which of the following statements about relationship surveys is true?