Marketers do NOT want consumers to view ads and have support arguments as thoughts.
Indicate whether the statement is true or false
Question 2In general, customer needs and requests consist of employee response to four types of possible failures: customer preferences, customer errors, disruptive others, and ________.
a. special needs
b. implicit needs
c. explicit needs
d. cultural needs
Question 3Which of the following is NOT a useful means of assessing the accuracy of secondary data?
a. The cost of the data.
b. The source of the data.
c. The sponsor of the research.
d. The data collection methods.
e. The presentation of the data.
Question 4Research indicates that ad messages with information about product function can provoke thinking about the product and stimulate positive product attitudes.
Indicate whether the statement is true or false
Question 5Although a firm may receive hundreds of customer complaints pertaining to perceived service failures throughout a year, ultimately these service failures can be categorized into how many groups?
a. Two
b. Three
c. Four
d. Five
Question 6Poor fit of secondary data is usually due to which of the following problems?
a. Different units of measurement.
b. Different class definitions.
c. Age of the data.
d. All of the above.
e. None of the above.
Question 7Attitudes can be described as ambivalent if consumers are completely neutral about an object.
Indicate whether the statement is true or false
Question 8The component of a firm's service quality information system that is used specifically to assess employee performance is mystery shopping.
Indicate whether the statement is true or false
Question 9Which of the following statements are TRUE about the problems that commonly arise with secondary data?
a. They are never available when you need it.
b. They do not completely fit the problem.
c. They are too expensive to collect.
d. They are not totally accurate.
e. Both B and D.
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