The goal of analysis is to identify:

The goal of analysis is to identify:
 a. the value that customers place on different levels of performance for each element of their experience.
 b. the customers' minimal expectations for each element.
 c. the customers' perception of the firm's performance versus that of key competitors.
 d. all of the above.
 e. (a) and (c) only.

Question 2

Which of the following is NOT an advantage of the communication method in comparison to the observation method
  of data collection?
 a. Accuracy
  b. Cost
  c. Speed
  d. Versatility
  e. They are all advantages of the communication method.

Question 3

A confirmation bias in processing information leads consumers to
 a. be underconfident in their judgments.
  b. be overconfident in their judgments.
  c. be negative in evaluations.
  d. make emotional judgments.
  e. make cognitive judgments.

Question 4

By allowing channel members to sell its services to customers and provide continuous support to partners and customers via the Internet, IBM has:
 a. expanded its market coverage.
 b. responded to the service needs of customers.
 c. increased the loyalty of its partners.
 d. all of the above.
 e. (a) and (c) only.

Question 5

Which of the following is an example of the communication method of obtaining data?
 a. The researcher classifies people into social class strata by personally rating the furniture in their homes via onsite visits.
  b. A researcher infers people's reactions to a product display by noting how long they stand in front of it.
  c. A researcher assesses the popularity of various museum exhibits by noting tile wear in front of each exhibit.
  d. A researcher measures consumer attitudes by means of subjects' responses to a questionnaire.
  e. A researcher notes the gender and race of each person making a purchase during a special sale.

Question 6

Before deciding to purchase a digital camera, Dan imagined himself using one in different contexts. This imagery would help Dan to
 a. estimate its likelihood, goodness, or badness.
  b. increase short-term memory for a product's attributes.
  c. decrease short-term memory for a product's attributes but increase it for the overall evaluation.
  d. decrease the number of associations attached to the event schema.
  e. strengthen brand associations.

Question 7

Leading service firms carefully monitor customer satisfaction because it is linked to customer loyalty and, in turn, to long-term profitability. Xerox, for example, found that very satisfied customers were ________ times more likely to repurchase Xerox products than satisfied customers.
 a. two
 b. three
 c. four
 d. five
 e. six

Question 8

Discuss the two basic means of obtaining primary data.