Question 1

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?

Accepted Answer

A)   Employee suggestions
B)   Employee internal satisfaction surveys
C)   Research on intermediate customers
D)   Executive listening approaches
E)   Executive visits to customersF) A) and B)
G) D) and E)

Question 2

One of the most useful forms of analysis in marketing research is the _____,which combines information about customer perceptions and importance ratings.

Accepted Answer

A)   Zone of tolerance chart
B)   Hierarchical needs matrix
C)   Importance/performance matrix
D)   Perception/expectation hierarchy
E)   Quality/satisfaction chartF) A) and B)
G) C) and E)

Question 3

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.

Accepted Answer

A)   Failure ethnography
B)   A survey of buyers' intentions
C)   Focus groups
D)   Lost customer research
E)   Future expectations researchF) C) and D)
G) A) and D)

Question 4

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.

Accepted Answer

A) True 
 B)False

Question 5

Trailer calls are also called:

Accepted Answer

A)   Prospecting calls
B)   Post transaction surveys
C)   Buyers' intentions surveys
D)   Lost customer calls
E)   Follow-up surveysF) A) and C)
G) B) and D)

Exam 5: Listening to Customers Through Research

Trailer calls are also called:

Correct Answer
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Correct Answer
verified

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.

Correct Answer
verified

One of the most useful forms of analysis in marketing research is the _____,which combines information about customer perceptions and importance ratings.

Correct Answer
verified

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.

Correct Answer
verified

Exam 5: Listening to Customers Through Research

Trailer calls are also called:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

One of the most useful forms of analysis in marketing research is the _____,which combines information about customer perceptions and importance ratings.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified