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Exam 5: Listening to Customers Through Research

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Question 21

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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

F) A) and E)
G) A) and D)

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Question 22

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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

F) A) and D)
G) D) and E)

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Question 23

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The health industry in the U.S.is an $840 trillion business.

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

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:

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

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?

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.

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

The Limited 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 The Limited use?

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:

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

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

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.

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

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

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

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:

What are the two types of interactive activities that an organization can use to improve upward communications? Provide an example of each type.