1. 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
2. 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
3. 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
4. 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?
A. Complaint solicitation
B. Critical incidents studies
C. Relationship surveys
D. Trailer calls
E. Lost customer research
5. 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
B. Market-oriented ethnography
C. Lead user research
D. SERVQUAL surveys
E. Relationship surveys