Exam 5: Listening to Customers Through Research

Discuss conducting marketing research for a national car rental company.

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.

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.

What kind of a research technique is SERVQUAL?

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?

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 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.

SERVQUAL is a type of requirements research.

The Canfields want to landscape their 15-acre yard.The couple plans a 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?

Even though 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?

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.

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

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

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:

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

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

To be effective,complaint solicitation requires:

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.

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?

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?