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Exam 5: Listening to Customers Through Research

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Question 31

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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:

A) Upward communication
B) Market-oriented ethnography
C) Lead user research
D) SERVQUAL surveys
E) Relationship surveys

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Question 32

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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?

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

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Question 33

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All of the following are among the criteria for an effective service research program EXCEPT:

The health industry in the U.S.is an $840 trillion business.Adam.com is trying to cash in on some of that money by providing an Internet service that will help hospitals answer their patients' health-related questions.Every year,Adam.com does an informal survey of its customers.It uses open-ended questions to determine what people like and dislike about its service.Adam.com is conducting _____ research.

An innovative research trend involves examining ________,which are clusters of integrated touchpoints that consumers experience before,during,and after using a service.

Customer panels:

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?

_____ research is conducted to clarify problem definition and prepare for more formal empirical research.

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?

Which of the following statements about complaint solicitation is true?

A week after Kim cancelled her First USA MasterCard,she received a survey in the mail asking questions about First USA's service quality,its performance versus other credit card companies,her level of satisfaction with different dimensions of First USA's service,and her reasons for canceling her account.Which of the following types of research did First USA conduct?

An effective services research program includes either quantitative or qualitative research,but never both.

The University of Leeds in the U.K.released findings of its study of television viewing behaviors.Seventeen families had permission for cameras with sound to be placed in the main living areas of their homes for two three-week periods over two years to watch them watch television.The University of Leeds used _____ to determine that people who have specifically chosen to watch a program are more likely to remain present for the commercial breaks within it.

The Learning Academy provides tutoring for children who are having trouble mastering some skill in school - whether it is math,reading,studying,or something else.It wants to monitor and determine the strengths and weaknesses of The Learning Academy's curriculum.Which of the following types of research should The Learning Academy use to realize this objective?

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:

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

SERVQUAL is a type of requirements research.

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

Which of the following statements describes a benefit of critical incident studies?

By mapping customer journeys and clusters,companies can completely redesign the journey to be simpler and superior.