Services Marketing Integrating Customer Focus Across the Firm 7Th Edition – Test Bank

Complete Test Bank With Answers

 

 

Sample Questions Posted Below

 

Chapter 05 Listening to Customers through Research Answer Key

Multiple Choice Questions

1. In the first stage in the service marketing research process, the researcher:

A. Implements the research program

B. Reports his or her findings

C. Defines the problem and research objectives

D. Collects and tabulates data

E. Develops a services measurement

strategy

2. Accessibility: Keyboard Navigation

Bloom: Remember

Difficulty: Moderate

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

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 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:

A. B. C. Help Benford Bank define the problem and establish research objectives

Determine with the bank’s help who should be surveyed

Use data mining to see if there were any connections between customers who used all three services

and those who used only one of the services the bank offered

D. Determine what research methodology it would use

E. Decide how data analysis techniques

Accessibility: Keyboard Navigation

Bloom: Apply

Copy of Bloom: Apply

Difficulty: Moderate

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

5-1

Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.3. The most critical stage in the service marketing research process is when the marketing researcher:

A. Implements the research program

B. Reports his or her findings

C. Defines the problem and research objectives

D. Collects and tabulates data

E. Develops a services measurement

strategy

Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Moderate

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

4.

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

research.

A. Functional

B. Quantitative

C. Primary

D. Secondary

E. Qualitative

5. Accessibility: Keyboard Navigation

Bloom: Remember

Difficulty: Easy

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

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.

A. Qualitative

B. Functional

C. Inferential

D. Secondary

E. Quantitative

Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Easy

Learning Objective: 05-02 Show how customer research information can and should be used for services.

5-2

Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.6. 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.

A. Functional

B. Exploratory

C. Quantitative

D. Secondary

E. Qualitative

7. Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Easy

Learning Objective: 05-02 Show how customer research information can and should be used for services.

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

A. Complaint solicitation

B. Critical incident studies

C. Requirements research

D. Trailer calls

E. Customer panels

8. Accessibility: Keyboard Navigation

Bloom: Remember

Difficulty: Easy

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

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

A. Complaint solicitation

B. Critical incident studies

C. Mystery shopping

D. Lost customer research

E. Future expectations research

9. Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Moderate

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

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

A. Complaint solicitation

B. Relationship surveys

C. Social media

D. Customer panels

E. Lost customer research

Accessibility: Keyboard Navigation

5-3

Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.10. Bloom: Understand

Difficulty: Moderate

Learning Objective: 05-02 Show how customer research information can and should be used for services.

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?

A. Process checkpoint evaluations

B. Future expectations research

C. Trailer calls

D. Critical incidents studies

E. Complaint solicitations

11. Accessibility: Keyboard Navigation

Bloom: Apply

Copy of Bloom: Apply

Difficulty: Challenging

Learning Objective: 05-02 Show how customer research information can and should be used for services.

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

A. Process checkpoint evaluations

B. Mystery shopping

C. Service expectation meetings

D. Requirements research

E. Relationship surveys

12. Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Moderate

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

One of the most frequently measured _________ is willingness to recommend the service.

A. Behavioral intentions

B. Customer priorities

C. Preferences

D. Future expectations

E. Individual requirements

Accessibility: Keyboard Navigation

Bloom: Remember

Difficulty: Moderate

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

5-4

Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.13. All of the following are among the criteria for an effective service research program EXCEPT:

A. Includes perceptions and

expectations

B. Includes measures of loyalty or behavioral

intentions

C. Measures priorities or

importance

D. Considers only qualitative

research

E. Occurs with appropriate frequency

14. Accessibility: Keyboard Navigation

Bloom: Remember

Difficulty: Easy

Learning Objective: 05-02 Show how customer research information can and should be used for services.

Which of the following statements about complaint solicitation is true?

A. B. C. D. E. Customer complaints provide an adequate source of information about customers’ perceptions and

expectations of services

The technique of soliciting customer complaints is only used for

services

Research on customer complaints is one of the most difficult research techniques to use

Research on customer complaints allows companies to improve failure points and to improve or

correct the performance of contact personnel

No major companies would depend on customer complaints as its only source of information on its

customers’ perceptions and expectations of its services

Accessibility: Keyboard Navigation

Bloom: Remember

Difficulty: Moderate

Learning Objective: 05-02 Show how customer research information can and should be used for services.

15. To be effective, complaint solicitation requires:

A. B. C. D. E. The same complaint be mentioned at least ten times before any action is

taken

An individual complainer to have no more than one

complaint

The company to treat the complaint as a snapshot of its

service

Valid and reliable service questions

Rigorous recording of numbers and types of complaints through many

channels

Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Moderate

Learning Objective: 05-02 Show how customer research information can and should be used for services.

5-5

Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.16. 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?

A. Complaint solicitation

B. Critical incidents studies

C. Relationship surveys

D. Trailer calls

E. Customer panels

17. Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Moderate

Learning Objective: 05-02 Show how customer research information can and should be used for services.

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:

A. Complaint solicitation

B. Critical incidents studies

C. Relationship surveys

D. Trailer calls

E. Customer panels

18. Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Moderate

Learning Objective: 05-02 Show how customer research information can and should be used for services.

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

B. C. D. E. A. The method provides abstract data

The method provides data that is readily quantifiable

The research method is especially useful when the service is

new

The research method is especially useful for services in the maturity stage of their product life

cycle

All of the above statements describe a benefit of critical incident studies

Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Moderate

Learning Objective: 05-02 Show how customer research information can and should be used for services.

5-6

Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.19. 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?

A. Critical incident studies and lost customer

research

B. Future expectations research and lost customer

research

C. Complaint solicitation and service expectation meetings and

reviews

D. Database marketing research and customer

panels

E. Customer panels and complaint

solicitation

Learning Objective: 05-03 Describe the strategies by which companies can facilitate interaction and communication between management

Accessibility: Keyboard Navigation

Bloom: Apply

Copy of Bloom: Apply

Difficulty: Moderate

and customers.

20. 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.

Learning Objective: 05-03 Describe the strategies by which companies can facilitate interaction and communication between management

Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Moderate

and customers.

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

A. Complaint solicitation

B. Requirements research

C. A relationship survey

D. A key client study

E. A customer panel

Accessibility: Keyboard Navigation

5-7

Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.22. Bloom: Understand

Difficulty: Easy

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

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:

A. Complaint solicitation

B. Requirements research

C. Relationship surveys

D. Trailer call

E. Process checkpoint evaluation

23. Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Easy

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

Which of the following statements about relationship surveys is true?

A. B. C. D. E. Relationship surveys are not statistically valid even though they are very useful to service

providers

Relationship surveys should be conducted

weekly

SERVQUAL is a type of relationship survey

With relationship surveys, the same respondents should be used each time the survey is

administered

To be reliable and valid, the relationship survey should be administered to all of the service

provider’s customers

24. Accessibility: Keyboard Navigation

Bloom: Remember

Difficulty: Challenging

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

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?

A. Complaint solicitation

B. Critical incidents studies

C. Relationship surveys

D. Key client studies

E. Trailer calls

Learning Objective: 05-03 Describe the strategies by which companies can facilitate interaction and communication between management

Accessibility: Keyboard Navigation

Bloom: Apply

Copy of Bloom: Apply

Difficulty: Moderate

and customers.

5-8

Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.25. 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?

A. Critical incident studies

B. Requirements research

C. SERVQUAL surveys

D. Trailer calls

E. Customer panels

26. Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Moderate

Learning Objective: 05-02 Show how customer research information can and should be used for services.

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?

A. Complaint solicitation

B. Critical incidents studies

C. Relationship surveys

D. Trailer calls

E. Lost customer research

Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Challenging

Learning Objective: 05-02 Show how customer research information can and should be used for services.

27. Trailer calls are also called:

A. Prospecting calls

B. Post transaction surveys

C. Buyers’ intentions surveys

D. Lost customer calls

E. Follow-up surveys

Accessibility: Keyboard Navigation

Bloom: Remember

Difficulty: Easy

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

5-9

Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.28. The new owner of the Atlanta Falcons football team had research conducted to learn why game

attendance was low. The research revealed several reasons, including shortage of toilet paper and

straws, high prices for bad seats, and inadequate parking. Once all the problems were fixed, the team

owner did not want to have any future attendance problems. He set up kiosks in the football stadium

where attendees could give the team and the arena a “report card”. This would be an example of:

A. A trailer call

B. A critical incident study

C. Market-oriented ethnography

D. Requirements research

E. A SERVQUAL survey

29. Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Challenging

Learning Objective: 05-02 Show how customer research information can and should be used for services.

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?

A. Trailer calls

B. Market-oriented ethnography

C. Process checkpoint evaluations

D. Requirements research

E. Critical incidents studies

Learning Objective: 05-03 Describe the strategies by which companies can facilitate interaction and communication between management

Accessibility: Keyboard Navigation

Bloom: Apply

Copy of Bloom: Apply

Difficulty: Moderate

and customers.

5-10

Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.30. 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:

A. Research requirement survey

B. Ethnographic survey

C. Critical incident study

D. Trailer call

E. Service expectation meeting and

review

Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Moderate

Learning Objective: 05-02 Show how customer research information can and should be used for services.

31.

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.

A. Multicultural surveys

B. Market-oriented ethnography

C. Process checkpoint evaluations

D. Requirements research

E. Diversity studies

32. Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Moderate

Learning Objective: 05-02 Show how customer research information can and should be used for services.

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

Accessibility: Keyboard Navigation

5-11

Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.33. Bloom: Understand

Difficulty: Moderate

Learning Objective: 05-02 Show how customer research information can and should be used for services.

Which of the following types of research is unique to services?

A. Trailer calls

B. Market-oriented ethnography

C. Mystery shopping

D. Database marketing research

E. Critical incident studies

34. Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Moderate

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

Sunoco is readying a chain-wide set of marketing initiatives designed to improve its image with women

drivers and win more return business to its service station outlets throughout Ontario. It refurbished all

of its restrooms and tried to hire friendly personalities and real customer service skills instead of “just

who was available”. It hired an outside research organization to send people to Sunoco service stations

twice monthly to grade staff on their customer interaction skills. What research method did Sunoco use

to make sure that each station was implementing the new service strategy?

A. Market-oriented ethnography

B. Trailer calls

C. Mystery shoppers

D. Requirements research

E. Customer panels

35. Accessibility: Keyboard Navigation

Bloom: Apply

Copy of Bloom: Apply

Difficulty: Moderate

Learning Objective: 05-02 Show how customer research information can and should be used for services.

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

Accessibility: Keyboard Navigation

Bloom: Apply

Copy of Bloom: Apply

Difficulty: Moderate

Learning Objective: 05-02 Show how customer research information can and should be used for services.

5-12

Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.36. Customer panels:

A. Are conducted on an annual basis

B. Have moderate time costs

C. Have high monetary costs

D. Are statistically valid

E. Cannot be used to monitor changing customer

expectations

37. Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Moderate

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

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. One type of research conducted by the agency was

to interview former symphony season ticket holders who were no longer attending the concerts. In other

words, the agency used:

A. Complaint solicitation

B. Critical incidents studies

C. Relationship survey

D. Trailer calls

E. Lost customer research

38. Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Moderate

Learning Objective: 05-02 Show how customer research information can and should be used for services.

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?

A. Complaint solicitation

B. Critical incidents studies

C. Relationship survey

D. Trailer calls

E. Lost customer research

Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Moderate

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

5-13

Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.39. 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”?

A. Complaint solicitation

B. Critical incidents studies

C. Relationship survey

D. Post transaction survey

E. Lost customer research

40. Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Moderate

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

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

41. Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Moderate

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

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

A. Post transaction surveys

B. Database marketing research

C. Process checkpoint surveys

D. Future expectations research

E. Relationship surveys

Accessibility: Keyboard Navigation

Bloom: Remember

Difficulty: Moderate

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

5-14

Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.42. _____ 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.

A. Zone of tolerance charts

B. Salience of dimensions and attributes graphs

C. Gap scores tracking graphs

D. Importance/performance matrices

E. Customer satisfaction indices

43. Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Moderate

Learning Objective: 05-02 Show how customer research information can and should be used for services.

An innovative research trend involves examining ________, which are clusters of integrated

touchpoints that consumers experience before, during, and after using a service.

A. Customer journeys

B. Lost customer maps

C. Customer panels

D. Process checkpoint evaluations

E. Hierarchical needs

matrices

44. Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Moderate

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

One of the most useful forms of analysis in marketing research is the _____, which combines

information about customer perceptions and importance ratings.

A. Zone of tolerance chart

B. Hierarchical needs matrix

C. Importance/performance

matrix

D. Perception/expectation

hierarchy

E. Quality/satisfaction chart

Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Moderate

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

5-15

Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.45. 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

46. Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Moderate

Learning Objective: 05-04 Present ways that companies can and do facilitate interaction between contact people and management.

Which of the following is NOT a research objective for improving upward communication in a service

organization?

A. Gain first-hand knowledge about customers

B. Improve internal service quality

C. Gain first-hand knowledge of employees

D. Obtain ideas for service

improvement

E. Gain first-hand knowledge about competitors

47. Accessibility: Keyboard Navigation

Bloom: Remember

Difficulty: Challenging

Learning Objective: 05-04 Present ways that companies can and do facilitate interaction between contact people and management.

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

Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Moderate

Learning Objective: 05-04 Present ways that companies can and do facilitate interaction between contact people and management.

5-16

Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.48. 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

49. Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Moderate

Learning Objective: 05-04 Present ways that companies can and do facilitate interaction between contact people and management.

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?

A. Employee suggestions

B. Employee internal satisfaction

surveys

C. Research on intermediate customers

D. Executive listening

approaches

E. Executive visits to customers

Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Moderate

Learning Objective: 05-04 Present ways that companies can and do facilitate interaction between contact people and management.

5-17

Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.50. 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?

E. A. Gain first-hand knowledge about customers

B. Improve internal service quality

C. Gain first-hand knowledge of employees

D. Obtain ideas for service

improvement

Gain first-hand knowledge about competitors

Accessibility: Keyboard Navigation

Bloom: Apply

Copy of Bloom: Apply

Difficulty: Moderate

Learning Objective: 05-04 Present ways that companies can and do facilitate interaction between contact people and management.

True / False Questions

51. 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.

TRUE

52. Accessibility: Keyboard Navigation

Bloom: Remember

Difficulty: Easy

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

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

both.

FALSE

53. Accessibility: Keyboard Navigation

Bloom: Remember

Difficulty: Easy

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

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.

FALSE

Accessibility: Keyboard Navigation

Bloom: Remember

Difficulty: Easy

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

5-18

Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.54. Research used to track overall service quality that will be used for bonuses and salary increases of

salespeople should have statistical validity.

TRUE

55. Accessibility: Keyboard Navigation

Bloom: Remember

Difficulty: Easy

Learning Objective: 05-02 Show how customer research information can and should be used for services.

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

samples.

FALSE

56. Accessibility: Keyboard Navigation

Bloom: Remember

Difficulty: Easy

Learning Objective: 05-02 Show how customer research information can and should be used for services.

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

FALSE

57. Accessibility: Keyboard Navigation

Bloom: Remember

Difficulty: Challenging

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

An important trend in services research is to measure only the negative consequences of service quality

and ignore the positive because it does not need improvement.

FALSE

58. Accessibility: Keyboard Navigation

Bloom: Remember

Difficulty: Easy

Learning Objective: 05-02 Show how customer research information can and should be used for services.

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.

TRUE

Accessibility: Keyboard Navigation

Bloom: Remember

Difficulty: Easy

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

59. SERVQUAL is a type of requirements research.

FALSE

Accessibility: Keyboard Navigation

Bloom: Remember

Difficulty: Easy

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

5-19

Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.60. In business-to-business situations in which large accounts are involved, senior members of the account

team commonly conduct service expectation meetings and reviews.

TRUE

61. Accessibility: Keyboard Navigation

Bloom: Remember

Difficulty: Easy

Learning Objective: 05-02 Show how customer research information can and should be used for services.

Process checkpoint evaluations are commonly used in service industries in which the services are

provided quickly on a one-time only basis.

FALSE

62. Accessibility: Keyboard Navigation

Bloom: Remember

Difficulty: Easy

Learning Objective: 05-02 Show how customer research information can and should be used for services.

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.

TRUE

63. Accessibility: Keyboard Navigation

Bloom: Remember

Difficulty: Easy

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

One of the biggest challenges facing a marketing researcher is converting a complex set of data into a

form that can be read and understood quickly by executives, managers, and other employees who will

make decisions from the research.

TRUE

64. Accessibility: Keyboard Navigation

Bloom: Remember

Difficulty: Easy

Learning Objective: 05-02 Show how customer research information can and should be used for services.

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

simpler and superior.

TRUE

Learning Objective: 05-03 Describe the strategies by which companies can facilitate interaction and communication between management

Accessibility: Keyboard Navigation

Bloom: Remember

Difficulty: Easy

and customers.

65. Importance/performance matrices typically combine information about customer perceptions of service

encounters with a company with how the company rates in each of the five service dimensions.

FALSE

Accessibility: Keyboard Navigation

Bloom: Remember

5-20

Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.Difficulty: Easy

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

Short Answer Questions

66. What is the first step in designing service marketing research?

67. Accessibility: Keyboard Navigation

Bloom: Remember

Difficulty: Easy

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

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”?

68. Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Easy

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

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?

Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Easy

Learning Objective: 05-02 Show how customer research information can and should be used for services.

69. What kind of a research technique is SERVQUAL?

70. Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Easy

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

Which type of qualitative research has as its primary objective to identify customer requirements as

input for quantitative research?

Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Moderate

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

5-21

Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.71. What is another name for post transaction surveys?

72. Accessibility: Keyboard Navigation

Bloom: Remember

Difficulty: Easy

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

Even thought she was not moving, Katherine dropped her membership at a local church. She received a

call from one of the church’s representatives wanting to know why she had quit. She was asked to

describe the moment in which she decided she no longer wanted to be a member of the church. What

type of research is being conducted in this example?

73. Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Moderate

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

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?

Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Easy

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

74. List the two types of future expectations research.

75. Accessibility: Keyboard Navigation

Bloom: Remember

Difficulty: Easy

Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

The data have been gathered. It is now time to analyze these data and interpret them. What is the

primary goal of this part of the marketing research process?

Learning Objective: 05-03 Describe the strategies by which companies can facilitate interaction and communication between management

Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Challenging

and customers.

76. What are the two types of interactive activities that an organization can use to improve upward

communications? Provide an example of each type.

Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Challenging

5-22

Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.77. Learning Objective: 05-04 Present ways that companies can and do facilitate interaction between contact people and management.

Describe the form of service research known as mystery shopping and discuss its potential benefits to

service organizations.

78. Accessibility: Keyboard Navigation

Bloom: Understand

Difficulty: Challenging

Learning Objective: 05-02 Show how customer research information can and should be used for services.

Discuss conducting marketing research for a national car rental company.

79. Accessibility: Keyboard Navigation

Bloom: Apply

Copy of Bloom: Apply

Difficulty: Challenging

Learning Objective: 05-02 Show how customer research information can and should be used for services.

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?

80. Accessibility: Keyboard Navigation

Bloom: Create

Difficulty: Challenging

Learning Objective: 05-02 Show how customer research information can and should be used for services.

CompuMark is a company that provides marketing and computer expertise to companies who want to

set up their own Web sites. The owners of the company believe they need to improve customers’

perceptions of the service provided by CompuMark. As a result, the owners hired a service marketing

research company to conduct research about its customers’ expectations. The research was appropriately

designed, executed, and presented to the owners. Discuss the two most likely occurrences at this point

in the research process. What is the role of the service marketing research company in determining what

the owners of CompuMark will do next?

Accessibility: Keyboard Navigation

Bloom: Apply

Copy of Bloom: Apply

Difficulty: Challenging

Learning Objective: 05-02 Show how customer research information can and should be used for services.

5-23

Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.