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Exam 5: Listening to Customers Through Research

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Question 21

Multiple Choice

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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

F) A) and B)
G) A) and C)

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Question 22

Multiple Choice

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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.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

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

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Question 23

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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.

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

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?

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

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?

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.

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.

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

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

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

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

To be effective,complaint solicitation requires:

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.

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?

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

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:

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:

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"?