MAR 4841 Exam 2 || with 100% Error-free Solutions.
criteria for effective research plan correct answers 1. includes both qualitative and quantitative
research
2. includes both expectations and perceptions
3. balances research cost and value of information
4. includes statistical validity
5. measures priorities or importance of attributes
6. occurs with appropriate frequency (ongoing)
7. measures of loyalty, behavior intent, or actual behavior
service research program correct answers the portfolio of research studies and types needed to
address research objectives and execute an overall measurement strategy
qualitative correct answers exploratory, preliminary, open ended why?
ex: face to face, observation, focus groups
quantitative correct answers describes nature attitudes, behaviors and to test specific hypothesis
(numbers, %)
Using customer research to understand expectations correct answers 1. define the problem and
research objectives
2. continually track and monitor performance
3. consider and monitor the gap b/w expectations and perceptions (dynamic, fluctuates)
complaint solicitation correct answers a way to communicate what can be done to improve their
service and employees
-can be used to identify dissatisfied customers/failures
-one of the easiest studies to do
critical incident studies (CIT) correct answers qualitative interview procedure in which
customers give stories of good/bad service encounters
-vivid, concrete, recency, see different cultural perspectives
-"best practices" at transaction level
requirements research correct answers identifies benefits and attributes that customers expect in a
service
-basic, qualitative
servqual surveys correct answers scale of 21 service attributes
grouped by 5 dimensions
quantifies data, identifies strengths and weaknesses, customer relationship, comparison to
competitors
service dimensions correct answers reliability
responsiveness
, assurance
empathy
tangible
trailer calls/post transaction surveys correct answers capture information about key service
encounters
immediately follows transaction
follow up research and customer service tool for process improvements
service expectation meetings and reviews correct answers b2b
annual and follow up
done by firm execs
expectations, how did we do?, rank, set goals
process checkpoint evaluations correct answers professional services that take time
define process
structure feedback at check in points
can help diagnose problems/alternatives
market-oriented ethnography correct answers observe consumption behaviors in natural setting
study customers from other cultures in unbiased way
(see unconscious behaviors)
mystery shopping correct answers send people in to experience service undercover
customer panels correct answers customer groups assembled to provide attitudes and perceptions
about a service over time
ex: movie screenings
common means for answering questions correct answers 1. ask customers directly
2. observing customers
3. get info from employees and frontline service providers
4. database marketing research
lost customer research correct answers deliberately seek customers who have dropped a service
to find out their reasons for leaving
-identify failure points and common problems
features research correct answers environmental scanning of desired features of possible services
(future expectations)
lead user research correct answers brings in innovators/opinion leaders and asks about unmet
requirements by existing products/services
(future expectations)
criteria for effective research plan correct answers 1. includes both qualitative and quantitative
research
2. includes both expectations and perceptions
3. balances research cost and value of information
4. includes statistical validity
5. measures priorities or importance of attributes
6. occurs with appropriate frequency (ongoing)
7. measures of loyalty, behavior intent, or actual behavior
service research program correct answers the portfolio of research studies and types needed to
address research objectives and execute an overall measurement strategy
qualitative correct answers exploratory, preliminary, open ended why?
ex: face to face, observation, focus groups
quantitative correct answers describes nature attitudes, behaviors and to test specific hypothesis
(numbers, %)
Using customer research to understand expectations correct answers 1. define the problem and
research objectives
2. continually track and monitor performance
3. consider and monitor the gap b/w expectations and perceptions (dynamic, fluctuates)
complaint solicitation correct answers a way to communicate what can be done to improve their
service and employees
-can be used to identify dissatisfied customers/failures
-one of the easiest studies to do
critical incident studies (CIT) correct answers qualitative interview procedure in which
customers give stories of good/bad service encounters
-vivid, concrete, recency, see different cultural perspectives
-"best practices" at transaction level
requirements research correct answers identifies benefits and attributes that customers expect in a
service
-basic, qualitative
servqual surveys correct answers scale of 21 service attributes
grouped by 5 dimensions
quantifies data, identifies strengths and weaknesses, customer relationship, comparison to
competitors
service dimensions correct answers reliability
responsiveness
, assurance
empathy
tangible
trailer calls/post transaction surveys correct answers capture information about key service
encounters
immediately follows transaction
follow up research and customer service tool for process improvements
service expectation meetings and reviews correct answers b2b
annual and follow up
done by firm execs
expectations, how did we do?, rank, set goals
process checkpoint evaluations correct answers professional services that take time
define process
structure feedback at check in points
can help diagnose problems/alternatives
market-oriented ethnography correct answers observe consumption behaviors in natural setting
study customers from other cultures in unbiased way
(see unconscious behaviors)
mystery shopping correct answers send people in to experience service undercover
customer panels correct answers customer groups assembled to provide attitudes and perceptions
about a service over time
ex: movie screenings
common means for answering questions correct answers 1. ask customers directly
2. observing customers
3. get info from employees and frontline service providers
4. database marketing research
lost customer research correct answers deliberately seek customers who have dropped a service
to find out their reasons for leaving
-identify failure points and common problems
features research correct answers environmental scanning of desired features of possible services
(future expectations)
lead user research correct answers brings in innovators/opinion leaders and asks about unmet
requirements by existing products/services
(future expectations)
