Exam 6: Listening to Customers Through Research

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.

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?

Research used to track overall service quality that will be used for bonuses and salary increases of salespeople should have statistical validity.

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?

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

US Franchise System (USFS) is the world's fastest growing hotel company. Among its hotel franchises are Microtel Inn & Suites, Hawthorn Suites and Best Inns & Suites. 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?

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

Lemand, Inc., is a company that provides marketing and computer expertise to companies who want to set up their own Web sites. It has been in operation about five years. The owners of the company, two brothers from Madison, Wisconsin, believe they need to improve customers' perceptions of the service provided by Lemand. As a result, the brothers hired a services marketing research company to conduct research about its customers' expectations. The research was appropriately designed, executed and presented to the brothers. Discuss the two most likely occurrences at this point in the research process. What is the role of the services marketing research company in determining what the brothers will do next?

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.

List the three types of future expectations research.

Structured brainstorming is an example of which of the following types of research?

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 not longer attending the concerts. In other words, the agency used:

PSE&G, a utility company located in New Jersey is conducting a services 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?

_____ importance measures are estimated using the statistical procedures of correlation and regression analysis, which show the relative contribution of questionnaire items to overall service quality.

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

The new owner of the St. Louis Rams football team wanted to know 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. When the researchers asked survey participants to prioritize their reasons for not attending the games, the researchers were gathering _____ importance measures.

The synectics approach, features research and lead user research are all categorized as forms of:

If you own a small advertising agency and have limited funding and even less time to spend on services marketing research, which of the following types of research would you be LEAST likely to use?

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

Which of the following statements about relationship surveys is true?