Chapter 6

Question 1

What type of information do marketers collected ?

Answer 1

Information on :
- Purchasing behaviour
- Customer loyalty
Customer response

Question 2

What is Airline Loyalty Scheme Data ?

Answer 2

They collected:

• Home address
• Frequency with which they fly
• The day and times the fly
• The value of their annual flight…

Question 3

What is the main issue for the service provider ?

Answer 3

How do I (service provider) get to know what you (the customer) want ?

By asking
Do you respond ?
Do you need to respond ?

Question 4

What is the impact of a photo on Instagram ?

Answer 4

They sell the information of your place.

Question 5

What is the research approaches ?

Answer 5

You can have different research approaches :

• Critical incident studies, what is critical for the customer
• Researching customer needs.
• Customer satisfaction and SERVQUAL surveys
• Database marketing research
• Exit surveys
• Mystery shopping

Question 6

What are the 6 steps in research process ?

Answer 6

1) Define problem
2) Develop measurement strategy
3) Implement research program
4) Collect and tabulate data
5) Interpret and analyze findings
6) Report findings

Question 7

On what do market research is depending upon ?

Answer 7

• Goodwill
• Trust.
• Professionalism.
• Confidentiality

Question 8

Type of interaction or research

Answer 8

• Executive visits to customers
• Executive listening
• Employee internal satisfaction surveys
• Employee visits or listening
• Employee suggestions

Question 9

What is the research objective of Executive visits to customers ?

Answer 9

To gain first hand knowledge about customers

…

Question 10

What are the market research and ethical aspects ?

Answer 10

• Pattern, self scanning.
• Technical marketing
• Asking children