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Exam 6: Listening to Customers Through Research

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Question 1

True/False

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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.

A) True
B) False

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Question 2

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One benefit of _____ is that it identifies failure points and common problems in the service and can help establish an early-warning system for future defectors.

A) Failure ethnography
B) A survey of buyers' intentions
C) Focus groups
D) Lost customer research
E) Future expectations research

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

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Question 3

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To be effective, complaint solicitations requires:

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

The Canfields want to landscape their 15-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?

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.

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

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

What is the first step in designing services marketing research?

Which type of research is most reminiscent of an exit interview that would ask a question such as, "What exactly could we have done to keep you from leaving the company?" and "Is there anything we can do to keep you from resigning from your position"?

Marine Midland 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 first task of the market researchers was to learn if the bank wanted to know how its customers perceived the bank as a service provider, if it were more interested in what customers thought was superior about its savings account, if the bank thought some customer expectations were not being met or if what the bank really wanted to know was how it could change its service to better meet customer expectations. The first thing the research company did was to:

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

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?

What kind of a research technique is SERVQUAL?

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

The University of Central Florida's Incentive/Efficiency Program encourages employees to submit tangible ideas or suggestions that will result in savings or generate additional revenue for the University of Central Florida. The person who suggests an adopted proposal receives a cash reward equal to 10 percent of the first year's net savings or generated revenues. The University of Central Florida's Incentive/Efficiency Program is designed to achieve which of the following research objectives?

While Smitty was shopping at The Home Depot, he was asked to complete a survey assessing his expectations and perceptions of The Home Depot's service quality. In one section of the survey, he was asked to allocate a total of 100 points across the five dimensions of service quality. The 100-point allocation question is a _____ importance measure.

In 2000, 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 in the Spring of 2002 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?

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

Marine Midland 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 it wanted to test the hypothesis that Marine Midland customers did not like the services the bank provided for its checking account and its credit card customers.