Heterogeneity refers to the variation in consistency from one service transaction to the next. ...

Heterogeneity refers to the variation in consistency from one service transaction to the next.
 
 Indicate whether the statement is true or false

Question 2

Which of the following is NOT one of the six steps in problem definition identified in chapter 3?
 a. State the manager's decision problem.
  b. Prepare research request agreement.
  c. Secure funding
  d. Meet with client
  e. Clarify the problem/opportunity.

Question 3

____ states that the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.
 a. The law of absolute thresholds
  b. J.N.D. theory
  c. The maximal perception principle
  d. Stimulus theory
  e. Weber's law

Question 4

Perishability means that services can be saved and unused capacity in service can be reserved.
 
 Indicate whether the statement is true or false

Question 5

Defining the problem is among the most difficult aspects of the marketing research process because of the
  __________ of every situation a manager may encounter.
 a. Complexity
  b. Urgency
  c. Riskiness
  d. Uniqueness
  e. Subjectiveness

Question 6

The market researcher for a candy bar manufacturer discovered that ten cents was the minimum price increase that consumers would notice. This is known as a just noticeable increase or a(n)
 a. minimal perception.
  b. cognitive barrier.
  c. affective absolute.
  d. differential threshold.
  e. minimal cognition.

Question 7

Services are first produced, then sold, then consumed.
 
 Indicate whether the statement is true or false

Question 8

The best way of avoiding the trap of researching the wrong problem is to:
 a. Research all possible problems.
  b. Define the research problem broadly.
  c. Delay research until the problem is properly defined.
  d. All of the above are correct.
  e. None of the above are correct.

Question 9

Marketers might not want consumers to notice that the size of their candy bar has shrunk again. This is an example of when marketers do not want a(n)
 a. subliminal perception to be exceeded.
  b. cognitive barrier to be crossed.
  c. absolute affect to be aroused.
  d. differential threshold to be crossed.
  e. minimal cognition to be elicited.