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Exam 6: Listening to Customers Through Research

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Question 21

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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

F) C) and E)
G) All of the above

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Question 22

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Which of the following statements about complaint solicitation is true?

A) Customer complaints provide an adequate source of information about customers' perceptions and expectations of services
B) The technique of soliciting customer complaints is only used for services
C) Research on customer complaints is one of the most difficult research techniques to use
D) Research on customer complaints allows companies to improve failure points and to improve or correct the performance of contact personnel
E) No major companies would depend on customer complaints as its only source of information on its customers' perceptions and expectations of its services

F) A) and C)
G) C) and E)

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Question 23

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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. Senior management interviewed the company's salespeople to learn how they felt about selling Key Energy's services. As part of examining the corporate image, the company used:

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 services 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?

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?

Discuss conducting marketing research for a national car rental company.

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:

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"?

Which of the following types of interaction activities in a service organization is used to obtain ideas for service improvement?

What is another name for post transaction surveys?

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?

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?

Customer panels:

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?

Trailer calls are also called:

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

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.

What is a key way to close the gap between customer expectations and management perception of customer expectations?

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.