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Multiple Choice Quiz
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1
_____ research is conducted to clarify problem definition and prepare for more formal empirical research.
A)Functional
B)Quantitative
C)Primary
D)Secondary
E)Qualitative
2
_____ 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.
A)direct
B)leading
C)primary
D)indirect
E)secondary
3
Which of the following types of research is unique to services?
A)trailer calls
B)market-oriented ethnography
C)mystery shopping
D)database marketing research
E)critical incident studies
4
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?
A)complaint solicitation
B)critical incidents studies
C)relationship surveys
D)mystery shopping
E)lost customer research
5
A(n) _____ is a composite of the perceptual satisfaction or service quality measures collected in an organization.
A)zone of tolerance chart
B)salience of dimensions and attributes graph
C)gap scores tracking tool
D)importance/performance matrix
E)customer satisfaction index
6
Which of the following types of interaction activities in a service organization is used to obtain ideas for service improvement?
A)employee suggestions
B)employee internal satisfaction surveys
C)research on intermediate customers
D)executive listening approaches
E)executive visits to customers
7
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)complaint solicitation
B)critical incidents studies
C)relationship surveys
D)key client studies
E)trailer calls
8
The new owner of the Atlanta Falcons football team wanted to know why game attendance was low. Former purchasers of season tickets were asked to provide an anecdote about a satisfying and a dissatisfying experience at a Falcon game. The researchers used:
A)complaint solicitation
B)critical incidents studies
C)relationship surveys
D)trailer calls
E)customer panels





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