Services Marketing Exam Preparation Guide
Course Introduction
Services Marketing explores the unique challenges and opportunities presented by marketing in the service sector, as opposed to tangible goods. The course covers the characteristics of services, such as intangibility, inseparability, variability, and perishability, and examines how these features impact customer expectations and marketing strategies. Students will learn about the development of service products, the importance of service quality, customer relationship management, service recovery, pricing strategies, distribution, promotion, and the integration of technology in service delivery. Through case studies and real-world applications, participants will develop the skills to create effective marketing plans tailored specifically to service-oriented businesses.
Recommended Textbook
Marketing Research 8th Edition by Alvin C. Burns
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Page 2
Chapter 1: Introduction to Marketing Research
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Sample Questions
Q1) The role of the MIS is to ________ to the decision makers in a form and at a time when they can use it for decision making.
A)determine decision makers' information needs and distribute that information
B)deterimine decision makers' information needs,analyze the information,and distribute that information
C)determine decision makers' information needs,acquire the needed information,and distribute that information
D)analyze decision makers' information needs,distribute the needed information,and provide guidance on that information
Answer: C
Q2) Applying marketing research to a specific geographical marketing area is referred to as:
A)Geocentric research.
B)Market research.
C)Area marketing research.
D)Geographical zone research.
Answer: B
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Page 3
Chapter 2: The Marketing Research Industry
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Sample Questions
Q1) The appeal of do-it-yourself research has to do with:
A)Its cost effectiveness and increasing availability of marketing research tools.
B)The increasing availability of marketing research tools.
C)Its cost effectiveness and the ability to visualize data.
D)The increasing availability of marketing research tools and ability to visualize data.
Answer: A
Q2) Older and established marketing research companies find it difficult to keep abreast of new technologies,while new,upstart marketing research companies find unique and new ways to deliver the promised insights.
A)True
B)False
Answer: False
Q3) DIY marketing research has been facilitated by online access to secondary data and better knowledge of data analysis software such as SPSS.
A)True
B)False
Answer: True
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Page 4
Chapter 3: The Marketing Research Process & Defining the
Problem and Research Objectives
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Q1) Action standards provide a path for:
A)Research design.
B)Decision-making.
C)Creating research objectives.
D)Choosing a methodology.
Answer: B
Q2) A research objective should specify:
A)The research design used in the research study.
B)The sample size used in the research study.
C)The sampling procedure used in the research study.
D)From whom information is to be gathered.
Answer: D
Q3) A manager considers which actions may resolve the problem.Actions such as price changes,product modification or improvement,promotion of any kind,and adjustments in channels of distribution are examples of:
A)Product alternatives.
B)Distribution alternatives.
C)Decision alternatives.
D)Pricing alternatives.
Answer: C
Page 5
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Chapter 4: Research Design
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Q1) Which of the following does NOT represent an advantage of test marketing?
A)Test product acceptability
B)Test marketing mix variable in a field setting
C)Assists with sales forecasting
D)Competition can run a simultaneous field test
Q2) The most important user-generated data from social media is in the form of text.
A)True
B)False
Q3) Exploratory research does not allow the researcher to investigate whatever sources he or she identifies to gain an understanding of the problem at hand.
A)True
B)False
Q4) Descriptive research is undertaken to collect data to examine the characteristics of consumers and/or markets.Discuss the fundamental types of questions addressed by descriptive research and the different types of descriptive research.
Q5) Exploratory research does not have a predetermined set of procedures.
A)True
B)False
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Chapter 5: Secondary Data & Packaged Information
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Q1) The umbrella term ________ is information that is available from more sources than ever before-from government statistics to sensor data to tracking studies.
A)basic data
B)big data
C)proprietary data
D)primary data
Q2) Suggested applications for ________ include forecasting economic trends analyzing the competition,choosing international markets to enter,understanding consumer concerns during a crisis situation,and many others.
A)secondary data
B)government data
C)primary data
D)big data
Q3) When many client firms subscribe to information,the cost of the service is greatly reduced to any one subscriber firm.This describes a key advantage of syndicated data,
A)True
B)False
Q4) Explain the advantages and disadvantages of secondary data.
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Chapter 6: Utilizing Exploratory and Qualitative Research Techniques
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Q1) A bank image survey showed that a particular branch consistently received lower scores on"employee friendliness."Focus group research later identified the problem.What objective did the bank have when it conducted the focus groups?
A)Understand consumer vocabulary
B)Reveal consumer needs,motives,perceptions,and attitudes
C)Idea generation
D)Understand findings from quantitative studies
Q2) A baked goods company asked focus group participants to first privately taste and rate the flavor of the pastry on a number of characteristics and then discuss their reactions with other focus group participants.This is an example of:
A)Conducting product testing simultaneously.
B)Conducting primary and secondary research concurrently.
C)Conducting quantitative and qualitative research simultaneously.
D)Conducting market tests and taste tests concurrently.
Q3) The rule is to hold as many focus groups as it takes to reach a saturation point in terms of gaining new information.
A)True
B)False
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Chapter 7: Evaluating Survey Data Collection Methods
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Q1) Over and above the expense associated with person-administered surveys,there are other disadvantages.Which of the following is NOT a disadvantage of person-administered surveys?
A)Adaptability
B)Human error
C)Slow speed
D)Interview evaluation
Q2) When a research budget is austere,a researcher might opt for which type of data collection method?
A)Mail survey
B)Telephone survey
C)Online survey
D)In-depth interviews
Q3) The ________ is characterized by non-responsiveness and self-selection bias.
A)online survey
B)in-office interview
C)mall-intercept survey
D)mail survey
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9
Chapter 8: Understanding Measurement, Developing
Questions, and Designing the Questionnaire
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Sample Questions
Q1) Coding is a straightforward process EXCEPT in which of the following situations?
A)When there are many questions on the questionnaire
B)Any time scaled-response questions are used
C)When there are questions for which there may be multiple responses
D)Any time closed-ended questions are used
Q2) What are the benefits to using computer-assisted questionnaire design?
Q3) Interval scale measures are rating scales for subjective properties where,for adjacent levels,the distance is normally defined as one scale unit.
A)True
B)False
Q4) The type of measure in which a respondent responds in the same or very similar manner to an identical or near-identical question is called:
A)Unreliable measure.
B)Variable measure.
C)Nominal measure.
D)Reliable measure.
Q5) Ratio scale measures are ones in which a true zero origin exists.
A)True
B)False
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Chapter 9: Selecting the Sample
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Q1) With probability sampling methods,some members of the population do not have any chance of being included in the sample.
A)True
B)False
Q2) In ________,the selection of the place and,consequently,prospective respondents is subjective rather than objective.
A)quota sampling
B)convenience sampling
C)referral sampling
D)purposive sampling
Q3) Which type of research method uses purposive sampling rather than probability sampling?
A)Secondary research
B)Surveys
C)Focus groups
D)Exploratory research
Q4) Define probability and nonprobability sampling.What are the advantages and disadvantages of each?
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11
Chapter 10: Determining the Size of a Sample
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Q1) ________ level of confidence is standard in sample size determination.
A)90% or 95%
B)99% or 100%
C)95% or 99%
D)90% or 100%
Q2) A marketing researcher should have a basic understanding of sample size determination because:
A)Sample size determines the research outcome.
B)Sample size affects research efficiencies.
C)Sample size is often a major cost factor.
D)Sample size determines the provider of the sample.
Q3) Marketing researchers and their clients cannot decide on sample size without taking cost into consideration,however,the key is:
A)To remember when to consider cost.
B)To remember that budgets can be adjusted.
C)To understand the effect on research outcomes.
D)To understand sample sizes can be adjusted downward to accommodate cost.
Q4) Describe how a marketer decides on the level of confidence in a study.What is the typical approach in marketing research?
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Chapter 11: Dealing with Fieldwork and Data Quality
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Q1) Data analysis is the phase of the marketing research process during which respondents provide their answers or information in response to inquiries posed by the researcher.
A)True
B)False
Q2) An unintentional interviewer error occurs whenever an interviewer commits an error while believing that he or she is performing correctly.
A)True
B)False
Q3) Researchers understand the true value of professional field data collection companies whose existence depends on how well they can control interviewer and respondent error.
A)True
B)False
Q4) Both fieldworkers and respondents make errors.These fall into two categories:
A)Intentional and unintentional errors.
B)Conscious and unconscious errors.
C)Voluntary and involuntary errors.
D)Purposeful and non-purposeful errors.
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Chapter 12: Using Basic Descriptive Analysis Performing
Population Estimates and Testing Hypotheses
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Q1) With all hypothesis tests,the researcher should keep in mind that the ________ is the only source of current information about the population.
A)survey instrument
B)data analysis
C)sample
D)respondent
Q2) Non-scale data are summarized with the following descriptive measures: average,median,mode,standard deviation,minimum,and maximum.
A)True
B)False
Q3) The hypothesized population parameter value can be determined using a percentage,mean,or a median.
A)True
B)False
Q4) The mode is a relative measure of central tendency,for it does not require that a majority of responses occurred for this value.
A)True
B)False
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Chapter 12: Using Basic Descriptive Analysis, Performing
Population Estimates, and Testing Hypotheses
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Q1) What is the marketing segmentation requirement where marketers are not working with a short-term or transitory set of differences?
A)Permanence
B)Longevity
C)Stability
D)Sustainability
Q2) ANOVA(analysis of variance)is an investigation of the differences between the group means to ascertain whether:
A)Sampling errors or true population differences explain their failure to be equal.
B)True population differences explain failure to be equal.
C)Sampling errors or true population differences explain their true equality.
D)Sampling errors explain the failure to be equal.
Q3) SPSS does not perform tests of the significance of the difference between the percentages of two groups,but the researcher can use SPSS to generate the relevant information and perform a hand calculation.
A)True
B)False
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Page 15
Chapter 14: Making Use of Associations Tests
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Q1) When a researcher ________,but still believes some relationship exists between two variables,he or she may resort to running a scatter plot.
A)finds an indication that there is an association
B)cannot calculate a significant association
C)does not find a significant or strong correlation
D)cannot justify more expensive research to find a significant correlation
Q2) The column percentages table divides the raw frequencies by the column total raw frequency.
A)True
B)False
Q3) What correlation coefficient measures the linear relationship between two intervaland/or ratio-scaled variables(scale variables)such as those depicted conceptually by scatter diagrams?
A)Kendall rank correlation
B)Spearman correlation
C)Pearson product moment correlation
D)Rank-Biserial correlation
Q4) Define and discuss Chi-square analysis and its use in cross-tabulation.
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16
Chapter 15: Understanding Regression Analysis Basics
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Q1) Before running a multiple regression,researchers must keep in mind that the independence assumption stipulates that the independent variables must be:
A)Statistically independent and uncorrelated with one another.
B)Statistically dependent and uncorrelated with one another.
C)Statistically independent and correlated with one another.
D)Statistically dependent and correlated with one another.
Q2) When a researcher has many independent variables and wants to narrow the set down to a smaller number,which form of regression is useful?
A)Variance inflation regression
B)Variance deflation regression
C)Forward multiple regression
D)Stepwise multiple regression
Q3) It is common practice to directly compare the beta coefficient for family size to another for money spent per month on personal grooming.
A)True
B)False
Q4) What is regression analysis? How do market researchers use regression analysis?
Q5) How does a researcher improve regression analysis?
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Chapter 16: Writing the Research Report
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Q1) Visuals are tables,figures,charts,diagrams,graphs,and other graphic aids that concisely present information that might otherwise be difficult to comprehend.
A)True
B)False
Q2) The method describes,in as much detail as necessary,how the researcher conducted the research,who(or what)the research subjects were,and what tools or methods were used to achieve the objectives.
A)True
B)False
Q3) The ________ contains an introduction to the report,an explanation of research method,a discussion of results,a statement of limitations,and a list of conclusions and recommendations.
A)letter/memo of transmittal
B)abstract/executive summary
C)body
D)conclusions/recommendations
Q4) What are some alternate ways researchers may report findings? What are some important things researchers have to keep in mind when using alternate or innovative reporting vehicles?
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