Services Marketing Integrating Customer Focus Across the Firm 7Th Edition – Test Bank

1.

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

A.  Implements the research program

B.  Reports his or her findings

C.  Defines the problem and research objectives

D.  Collects and tabulates data

E.  Develops a services measurement strategy

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Moderate
Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

2.

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:

A.  Help Benford Bank define the problem and establish research objectives

B.  Determine with the bank’s help who should be surveyed

C.  Use data mining to see if there were any connections between customers who used all three services and those who used only one of the services the bank offered

D.  Determine what research methodology it would use

E.  Decide how data analysis techniques

Accessibility: Keyboard Navigation
Bloom: Apply
Copy of Bloom: Apply
Difficulty: Moderate
Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

3.

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

A.  Implements the research program

B.  Reports his or her findings

C.  Defines the problem and research objectives

D.  Collects and tabulates data

E.  Develops a services measurement strategy

Accessibility: Keyboard Navigation
Bloom: Understand
Difficulty: Moderate
Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

4.

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

A.  Functional

B.  Quantitative

C.  Primary

D.  Secondary

E.  Qualitative

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Easy
Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

5.

The health industry in the U.S. is an $840 trillion business. Adam.com is trying to cash in on some of that money by providing an Internet service that will help hospitals answer their patients’ health-related questions. Every year, Adam.com does an informal survey of its customers. It uses open-ended questions to determine what people like and dislike about its service. Adam.com is conducting _____ research.

A.  Qualitative

B.  Functional

C.  Inferential

D.  Secondary

E.  Quantitative

Accessibility: Keyboard Navigation
Bloom: Understand
Difficulty: Easy
Learning Objective: 05-02 Show how customer research information can and should be used for services.

6.

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.

A.  Functional

B.  Exploratory

C.  Quantitative

D.  Secondary

E.  Qualitative

Accessibility: Keyboard Navigation
Bloom: Understand
Difficulty: Easy
Learning Objective: 05-02 Show how customer research information can and should be used for services.

7.

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

A.  Complaint solicitation

B.  Critical incident studies

C.  Requirements research

D.  Trailer calls

E.  Customer panels

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Easy
Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

8.

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

A.  Complaint solicitation

B.  Critical incident studies

C.  Mystery shopping

D.  Lost customer research

E.  Future expectations research

Accessibility: Keyboard Navigation
Bloom: Understand
Difficulty: Moderate
Learning Objective: 05-01 Present the types of and guidelines for customer research in services.

9.

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

A.  Complaint solicitation

B.  Relationship surveys

C.  Social media

D.  Customer panels

E.  Lost customer research

Accessibility: Keyboard Navigation
Bloom: Understand
Difficulty: Moderate
Learning Objective: 05-02 Show how customer research information can and should be used for services.

10.

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

A.  Process checkpoint evaluations

B.  Future expectations research

C.  Trailer calls

D.  Critical incidents studies

E.  Complaint solicitations

Accessibility: Keyboard Navigation
Bloom: Apply
Copy of Bloom: Apply
Difficulty: Challenging
Learning Objective: 05-02 Show how customer research information can and should be used for services.