One of the advantages of requiring employees to wear uniforms is that it reduces the customer's perception of heterogeneity.
Indicate whether the statement is true or false
Question 2The key feature that distinguishes focus groups from depth interviews is:
a. Group interaction.
b. The presence of a researcher.
c. The expertise of the participant(s)
d. The time required to do one.
e. All of the above are correct.
Question 3Goals and their timing influence
a. corporate brand extension.
b. the content and structure of knowledge within consumers' minds.
c. future reflections on past consumer behavior in that product category.
d. how disassociations are correlated in consumers' memory.
e. group decision making.
Question 4Customer satisfaction is a component of a service firm's physical evidence.
Indicate whether the statement is true or false
Question 5A _______ brings together a small number of individuals to talk about a topic of interest to the researcher.
a. Depth interview
b. Focus group
c. Data mining
d. Case analysis
e. None of the above
Question 6Marketers can position a company, product, brand, store, or service as different from others by creating associations that are
a. soothing and relaxing.
b. exciting and thought provoking.
c. unique to the entity and salient.
d. similar in content to the object in different product or store categories.
e. customized to each individual.
Question 7In a ________ environment, such as ATMs or postal kiosks, the service environments are dominated by the customer's physical presence.
a. self-service
b. vertical service
c. remote service
d. saleable service
Question 8Which of the following statements about depth interviews in NOT true?
a. They are used to conduct exploratory research.
b. They don't require a random sample.
c. They are usually informal.
d. They often yield a final, conclusive answer to the problem.
e. All of the above are true.
Quick Reply
