Services Marketing 7th Edition Zeithaml Test Bank 1

Services Marketing 7th Edition
Zeithaml Test Bank

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Chapter 05 Listening to Customers through Research Answer Key
Multiple Choice Questions
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.
5-1
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McGraw-Hill Education.
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

Bloom: Apply
Copy of Bloom: Apply
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

Bloom: Understand
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

Bloom: Remember
Difficulty: Easy
5-2
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

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

Bloom: Understand
Difficulty: Easy
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

Bloom: Remember
Difficulty: Easy
5-3
8. Which of the following types of research has a high monetary cost?
B. Critical incident studies
C. Mystery shopping
D. Lost customer research
E. Future expectations research
Bloom: Understand
9. Which of the following types of research is NOT done on a continuous basis?
B. Relationship surveys
C. Social media
D. Customer panels
E. Lost customer research

Bloom: Understand
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
Bloom: Apply
Difficulty: Challenging
11. Which of the following is NOT a form of qualitative research?
A. Process checkpoint evaluations

B. Mystery shopping
C. Trailer calls
D. Requirements research
E. Relationship surveys

Bloom: Understand
5-4
12. One of the most frequently measured _________ is willingness to recommend the service.
A. Behavioral intentions
B. Customer priorities
C. Preferences
D. Future expectations
E. Individual requirements
Bloom: Remember
13. All of the following are among the criteria for an effective service research program EXCEPT:
A. Includes perceptions and expectations

B. Includes measures of loyalty or behavioral intentions
C. Measures priorities or importance
D. Considers only qualitative research
E. Occurs with appropriate frequency

Bloom: Remember
Difficulty: Easy
14. 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

Bloom: Remember
5-5
15. To be effective, complaint solicitation requires:
A. The same complaint be mentioned at least ten times before any action is taken
B. An individual complainer to have no more than one complaint
C. The company to treat the complaint as a snapshot of its service
D. Valid and reliable service questions
E. Rigorous recording of numbers and types of complaints through many channels
Bloom: Understand
16. 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?
B. Critical incidents studies
C. Relationship surveys
D. Trailer calls
E. Customer panels

Bloom: Understand
17. 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:
D. Trailer calls
E. Customer panels

Bloom: Understand
5-6
18. Which of the following statements describes a benefit of critical incident studies?
A. The method provides abstract data

B. The method provides data that is readily quantifiable
C. The research method is especially useful when the service is new
D. The research method is especially useful for services in the maturity stage of their product life cycle
E. All of the above statements describe a benefit of critical incident studies
Bloom: Understand
19. SwissAir made some unwise investments to pay for a planned expansion. As a result, the company had
to make some cost-cutting moves that alienated its customers. Eventually the company declared
bankruptcy, regrouped, and found itself able to resume business. Its board of directors announced the
company would resume flying within the next two years if it could prove the airline could regain at least
75 percent of its lost customers. It decided to allot $50,000 to determine the probability that its former
customers would fly on the airline again and what methods requiring little or no money could be used to
increase that probability. Which of the following two methods are low-cost research methods SwissAir
could use to reach its research objectives?
A. Critical incident studies and lost customer research

B. Future expectations research and lost customer research
C. Complaint solicitation and service expectation meetings and reviews
D. Database marketing research and customer panels
E. Customer panels and complaint solicitation

Bloom: Apply
Learning Objective: 05-03 Describe the strategies by which companies can facilitate interaction and communication between management
and customers.
20. Which of the following is NOT a benefit of conducting research on the Internet?
A. Higher response rate

B. Control of data quality
C. Ability to target hard to reach populations
D. Opportunity to use multimedia to present video and audio
E. All of the above are benefits of conducting research on the Internet.

Bloom: Understand
and customers.
5-7
21. _____ involves identifying the benefits and the attributes that customers expect in a service.
B. Requirements research
C. A relationship survey
D. A key client study
E. A customer panel
Bloom: Understand
Difficulty: Easy
22. Boston Symphony Orchestra realized the classic music market was generally becoming older and
needed to learn how to appeal to younger concert-goers. It hired a research agency to identify the
positive and negative attributes of going to concerts. In other words, the research agency conducted a:
D. Trailer call
E. Process checkpoint evaluation

Bloom: Understand
Difficulty: Easy
23. Which of the following statements about relationship surveys is true?
A. Relationship surveys are not statistically valid even though they are very useful to service providers
B. Relationship surveys should be conducted weekly
C. SERVQUAL is a type of relationship survey
D. With relationship surveys, the same respondents should be used each time the survey is
administered
E. To be reliable and valid, the relationship survey should be administered to all of the service
provider's customers

Bloom: Remember
5-8
24. 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?
D. Key client studies
E. Trailer calls

Bloom: Apply
and customers.
25. PSE&G, a utility company located in New Jersey, is conducting a service marketing research study to
assess its service performance. It will measure the gaps between customer expectations and perceptions
along the five dimensions of service quality. Which of the following types of research should PSE&G
use?
A. Critical incident studies

C. SERVQUAL surveys
D. Trailer calls
E. Customer panels

Bloom: Understand
26. When Tom and Ruth checked out of the Marriott Hilton Head Resort, they were each given a brief
postage paid survey to complete and return through the mail. The survey asked 15 questions about their
stay at the Marriott Resort. It covered such attributes as overall satisfaction, check-in speed/efficiency,
cleanliness, decor and comfort of their room, friendliness and efficiency of the staff, quality of dining
experience, quality of merchandise/gift shop, intention to return, and willingness to recommend to
friends. Which of the following types of research did Marriott conduct?
D. Trailer calls

Bloom: Understand
5-9
27. Trailer calls are also called:
A. Prospecting calls
B. Post transaction surveys
C. Buyers' intentions surveys
D. Lost customer calls
E. Follow-up surveys
Bloom: Remember
Difficulty: Easy
28. 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:
A. A trailer call
B. A critical incident study
C. Market-oriented ethnography
E. A SERVQUAL survey

Bloom: Understand
29. The Canfields want to landscape their five-acre yard. The couple plans an 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?
A. Trailer calls
B. Market-oriented ethnography
C. Process checkpoint evaluations
E. Critical incidents studies

Bloom: Apply
and customers.
5-10
30. 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. The company
conducted an hour long interview with four of its largest customers. Only 25 questions were asked and
much probing was done to find out exactly what the participants meant. This is an example of a:
A. Research requirement survey

B. Ethnographic survey
C. Critical incident study
D. Trailer call
E. Service expectation meeting and review

Bloom: Understand
31.
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.
A. Multicultural surveys
E. Diversity studies

Bloom: Understand
32. 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:
A. Multicultural surveys
E. Diversity studies

Bloom: Understand
5-11
33. Which of the following types of research is unique to services?
A. Trailer calls
C. Mystery shopping
D. Database marketing research
E. Critical incident studies
Bloom: Understand
34. Sunoco is readying a chain-wide set of marketing initiatives designed to improve its image with women
drivers and win more return business to its service station outlets throughout Ontario. It refurbished all
of its restrooms and tried to hire friendly personalities and real customer service skills instead of "just
who was available". It hired an outside research organization to send people to Sunoco service stations
twice monthly to grade staff on their customer interaction skills. What research method did Sunoco use
to make sure that each station was implementing the new service strategy?
A. Market-oriented ethnography
B. Trailer calls
C. Mystery shoppers
E. Customer panels

Bloom: Apply
35. Horatio’s Hardware Stores 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 Horatio’s
Hardware Stores use?
D. Mystery shopping

Bloom: Apply
5-12
36. Customer panels:
A. Are conducted on an annual basis

B. Have moderate time costs
C. Have high monetary costs
D. Are statistically valid
E. Cannot be used to monitor changing customer expectations
Bloom: Understand
37. Boston Symphony Orchestra realized the classic music market was generally becoming older and
needed to learn how to appeal to younger concert-goers. It hired a research agency to identify the
positive and negative attributes of going to concerts. One type of research conducted by the agency was
to interview former symphony season ticket holders who were no longer attending the concerts. In other
words, the agency used:
C. Relationship survey
D. Trailer calls

Bloom: Understand
38. 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?
D. Trailer calls

Bloom: Understand
5-13
39. Which type of research is most reminiscent of an exit interview that would ask a question such as,
"What exactly could we have done to keep you from leaving the company?" and "Is there anything we
can do to keep you from resigning from your position"?
D. Post transaction survey

Bloom: Understand
40. 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.
A. Failure ethnography
B. A survey of buyers' intentions
C. Focus groups
D. Lost customer research
E. Future expectations research

Bloom: Understand
41. Features research and lead user research are both categorized as types of:
A. Post transaction surveys

B. Database marketing research
C. Process checkpoint surveys
D. Future expectations research

Bloom: Remember
5-14
42. _____ are used to report the findings from a service marketing research study that collected data on the
two levels of customer expectations – desired service and adequate service – along with customer
perceptions of company performance.
A. Zone of tolerance charts

B. Salience of dimensions and attributes graphs
C. Gap scores tracking graphs
D. Importance/performance matrices
E. Customer satisfaction indices

Bloom: Understand
43. An innovative research trend involves examining ________, which are clusters of integrated
touchpoints that consumers experience before, during, and after using a service.
A. Customer journeys
B. Lost customer maps
C. Customer panels
D. Process checkpoint evaluations
E. Hierarchical needs matrices

Bloom: Understand
44. One of the most useful forms of analysis in marketing research is the _____, which combines
information about customer perceptions and importance ratings.
A. Zone of tolerance chart

B. Hierarchical needs matrix
C. Importance/performance matrix
D. Perception/expectation hierarchy
E. Quality/satisfaction chart

Bloom: Understand
5-15
45. Key Energy Co. provides quality oilfield construction, drilling, and other services. The company's top
management feels that stakeholders do not have a clear image of the company and are considering
changing the name to clarify the organization's position in the market. Senior management is
interviewing the company's salespeople to learn how they feel about selling Key Energy's services. As
part of examining the corporate image, the company is using:
A. Upward communication
C. Lead user research
D. SERVQUAL surveys

Bloom: Understand
Learning Objective: 05-04 Present ways that companies can and do facilitate interaction between contact people and management.
46. Which of the following is NOT a research objective for improving upward communication in a service
organization?
A. Gain first-hand knowledge about customers

B. Improve internal service quality
C. Gain first-hand knowledge of employees
D. Obtain ideas for service improvement
E. Gain first-hand knowledge about competitors

Bloom: Remember
47. 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

Bloom: Understand
5-16
48. Century Business Systems, Inc. offers all of the non-technical support a business would need to operate
successfully – everything from auditing to management consultant to financing to marketing advice.
Which of the following types of interaction activities is it likely to use to gain information about its
business customers and still be able to have only a minimal investment of time and money in the
research?

Bloom: Understand
49. US Franchise System, Inc. (USFS) franchises its brand names such as Microtel Inns & Suites, Hawthorn
Suites and Best Inns to independent hotel owners and operators. Every three months, employees from a
different franchise overseen by USFS conduct customer satisfaction telephone surveys. Among the
employees who regularly participate in the survey process are senior managers, who are trained and
certified to conduct survey interviews. Which type of interaction activity is USFS using to improve
upward communication?

Bloom: Understand
50. 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?
A. Gain first-hand knowledge about customers

B. Improve internal service quality
C. Gain first-hand knowledge of employees
D. Obtain ideas for service improvement
E. Gain first-hand knowledge about competitors

Bloom: Apply
5-17
True / False Questions
51. 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.
TRUE

Bloom: Remember
Difficulty: Easy
52. An effective services research program includes either quantitative or qualitative research, but never
both.
FALSE

Bloom: Remember
Difficulty: Easy
53. Research done by a financial services company asked the respondents to describe the company using the
brand name of an automobile. This is obviously an example of quantitative research.
FALSE

Bloom: Remember
Difficulty: Easy
54. Research used to track overall service quality that will be used for bonuses and salary increases of
salespeople should have statistical validity.
TRUE

Bloom: Remember
Difficulty: Easy
55. One of the benefits of conducting marketing research on the Internet is the composition of the survey
samples.
FALSE

Bloom: Remember
Difficulty: Easy
5-18
56. Complaint solicitation research requires a substantial investment in both time and money.
FALSE

Bloom: Remember
57. 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.
FALSE

Bloom: Remember
Difficulty: Easy
58. Requirements research is very basic and essential because it determines the type of questions that will
be asked on surveys and ultimately the improvements that will be attempted by the firm.
TRUE

Bloom: Remember
Difficulty: Easy
59. SERVQUAL is a type of requirements research.
FALSE

Bloom: Remember
Difficulty: Easy
60. In business-to-business situations in which large accounts are involved, senior members of the account
team commonly conduct service expectation meetings and reviews.
TRUE

Bloom: Remember
Difficulty: Easy
61. Process checkpoint evaluations are commonly used in service industries in which the services are
provided quickly on a one-time only basis.
FALSE

Bloom: Remember
Difficulty: Easy
5-19
62. Lead user research brings in customers who are opinion leaders or innovators and asks them what
requirements existing products or services are not currently meeting.
TRUE

Bloom: Remember
Difficulty: Easy
63. One of the biggest challenges facing a marketing researcher is converting a complex set of data into a
form that can be read and understood quickly by executives, managers, and other employees who will
make decisions from the research.
TRUE

Bloom: Remember
Difficulty: Easy
64. By mapping customer journeys and clusters, companies can completely redesign the journey to be
simpler and superior.
TRUE

Bloom: Remember
Difficulty: Easy
and customers.
65. 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.
FALSE

Bloom: Remember
Difficulty: Easy
Short Answer Questions
66. What is the first step in designing service marketing research?

Bloom: Remember
Difficulty: Easy
5-20
67. 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"?

Bloom: Understand
Difficulty: Easy
68. 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?

Bloom: Understand
Difficulty: Easy
69. What kind of a research technique is SERVQUAL?

Bloom: Understand
Difficulty: Easy
70. Which type of qualitative research has as its primary objective to identify customer requirements as
input for quantitative research?

Bloom: Understand
71. What is another name for post transaction surveys?

Bloom: Remember
Difficulty: Easy
5-21
72. Even thought 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?

Bloom: Understand
73. What type of qualitative research is used to monitor changes in customer expectations and to provide a
forum for customers to suggest and evaluate new service ideas?

Bloom: Understand
Difficulty: Easy
74. List the two types of future expectations research.

Bloom: Remember
Difficulty: Easy
75. 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?

Bloom: Understand
and customers.
76. What are the two types of interactive activities that an organization can use to improve upward
communications? Provide an example of each type.

Bloom: Understand
5-22
77. Describe the form of service research known as mystery shopping and discuss its potential benefits to
service organizations.

Bloom: Understand
78. Discuss conducting marketing research for a national car rental company.

Bloom: Apply
79. 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 service 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?

Bloom: Create
80. CompuMark is a company that provides marketing and computer expertise to companies who want to
set up their own Web sites. The owners of the company believe they need to improve customers'
perceptions of the service provided by CompuMark. As a result, the owners hired a service marketing
research company to conduct research about its customers' expectations. The research was appropriately
designed, executed, and presented to the owners. Discuss the two most likely occurrences at this point
in the research process. What is the role of the service marketing research company in determining what
the owners of CompuMark will do next?

Bloom: Apply
5-23

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Services Marketing 7th Edition

Zeithaml Test Bank

Test bank: https://testbankpack.com/p/test-bank-for-services-

Solution Manual: https://testbankpack.com/p/solution-

Chapter 05 Listening to Customers through Research Answer Key

Multiple Choice Questions

A. Implements the research program

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A. Implements the research program

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

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

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A. Process checkpoint evaluations

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

A. Process checkpoint evaluations

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A. Includes perceptions and expectations

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14. Which of the following statements about complaint solicitation is true?

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A. The method provides abstract data

A. Critical incident studies and lost customer research

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A. Higher response rate

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23. Which of the following statements about relationship surveys is true?

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A. Critical incident studies

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A. Research requirement survey

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A. Are conducted on an annual basis

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A. Post transaction surveys

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A. Zone of tolerance charts

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A. Zone of tolerance chart

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A. Gain first-hand knowledge about customers

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