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Exam 5: Listening to Customers Through Research

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Question 1

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Horatio's Hardware Stores recognizes sales associates who provide excellent customer service by rewarding them with a "Hero Award," which is displayed in the store where the sales associate is employed.To measure a sales associate's service performance,which type of research should Horatio's Hardware Stores use?

A) Complaint solicitation
B) Critical incidents studies
C) Relationship surveys
D) Mystery shopping
E) Lost customer research

F) C) and D)
G) A) and E)

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Question 2

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Which of the following types of interaction activities in a service organization is used to obtain ideas for service improvement?

A) Employee suggestions
B) Employee internal satisfaction surveys
C) Research on intermediate customers
D) Executive listening approaches
E) Executive visits to customers

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

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Question 3

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Boston Symphony Orchestra realized the classic music market was generally becoming older and needed to learn how to appeal to younger concert-goers.It hired a research agency to identify the positive and negative attributes of going to concerts.In other words,the research agency conducted a:

The Canfields want to landscape their five-acre yard.The couple plans an herb garden in back that will lead to an English cottage garden.In the west side yard,they are planning on a Japanese garden and a rose garden will be located in the east side yard.They have hired a landscaper to draw the design and to do the actual planning.The Canfields want input on the landscaping.They have asked the landscaper to set up several points where they can give their inputs,correct anything they do not like and make changes before the plan is finalized.Most landscapers would be bothered with this seeming interference,but the landscaper the Canfields chose has used this method for years as a way to measure his company's customer service performance.The landscaper is using a method of gathering customer information most similar to which of the following methods?

Which of the following types of research has a high monetary cost?

A services research program can be defined as the composite of separate research studies and types needed to address research objectives and execute an overall measurement strategy.

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

Which of the following statements about relationship surveys is true?

Key Energy was a company that provided quality oilfield construction,drilling,and other services.The company's top management felt stakeholders did not have a clear image of the company and were considering changing the name to clarify the organization's position in the market.The company conducted an hour long interview with four of its largest customers.Only 25 questions were asked and much probing was done to find out exactly what the participants meant.This is an example of a:

_____ are used to report the findings from a service marketing research study that collected data on the two levels of customer expectations - desired service and adequate service - along with customer perceptions of company performance.

One of the benefits of conducting marketing research on the Internet is the composition of the survey samples.

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

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

_____ involves identifying the benefits and the attributes that customers expect in a service.

Research done by a financial services company asked the respondents to describe the company using the brand name of an automobile.This is obviously an example of quantitative research.

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?

Research used to track overall service quality that will be used for bonuses and salary increases of salespeople should have statistical validity.

Features research and lead user research are both categorized as types of:

Lead user research brings in customers who are opinion leaders or innovators and asks them what requirements existing products or services are not currently meeting.

If you own a small advertising agency and have limited funding and even less time to spend on service marketing research,which of the following types of research would you be LEAST likely to use?