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Exam 5: Listening to Customers Through Research

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Question 41

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Which of the following statements about complaint solicitation is true?

A) Customer complaints provide an adequate source of information about customers' perceptions and expectations of services
B) The technique of soliciting customer complaints is only used for services
C) Research on customer complaints is one of the most difficult research techniques to use
D) Research on customer complaints allows companies to improve failure points and to improve or correct the performance of contact personnel
E) No major companies would depend on customer complaints as its only source of information on its customers' perceptions and expectations of its services

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

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Question 42

Multiple Choice

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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) C) and D)
G) A) and B)

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Question 43

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George was asked by an employee of a local do-it-yourself store to describe in detail his experiences in the store as he bought house paint,caulk,and brushes.He later learned several of his acquaintances had been asked to do the same thing.What research method was being used by the do-it-yourself store?

What kind of research is being used when an insurance company representative sits down with people who have lost their homes to tornadoes and asks,"What could have been done to better handle your needs immediately after the storm"?

_____ 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.

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:

Which of the following types of research is NOT done on a continuous basis?

Key Energy Co.provides quality oilfield construction,drilling and other services.The company's top management feels that stakeholders do not have a clear image of the company and are considering changing the name to clarify the organization's position in the market.Senior management is interviewing the company's salespeople to learn how they feel about selling Key Energy's services.As part of examining the corporate image,the company is using:

Customer panels:

Complaint solicitation research requires a substantial investment in both time and money.

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

What is another name for post transaction surveys?

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

Imagine you have been hired to work an internship in a resort hotel in Hilton Head,South Carolina,for the summer.The manager learns you have had this service marketing class.In talking with you,she states that she feels the hotel is not always providing satisfactory service and may be performing in some areas below customer expectations.She stops talking and looks at you.Remember your future career may be riding on your answer.What do you tell her?

One of the most useful forms of analysis in marketing research is the _____,which combines information about customer perceptions and importance ratings.

A(n) _____ is a composite of the perceptual satisfaction or service quality measures collected in an organization.

The new owner of the Atlanta Falcons football team wanted to know why game attendance was low.Former purchasers of season tickets were asked to provide an anecdote about a satisfying and a dissatisfying experience at a Falcon game.The researchers used:

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?

Requirements research is very basic and essential because it determines the type of questions that will be asked on surveys and ultimately the improvements that will be attempted by the firm.

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.