Lecture 5: Marketing Research

Question 1

What are 4 questions of the service research system?

Answer 1

1. New Service or Existing Service?
2. New Service Design or Test?
3. Existing Service Event Level or Relationship Level?
4. Objective or Subjective Event?

Question 2

What are 3 focus points regarding design of new services?

Answer 2

• Key or lead customers (explorative)
• Focus groups
• Laddering and related techniques

Question 3

What are 2 focus points regarding testing of new services?

Answer 3

• Conjoint analysis
• SWOT

Question 4

What is laddering?

Answer 4

Find out the criteria that a consumer uses when choosing a particular service and how these criteria help to reach his/her personal goals

Question 5

What are the three steps in the means-end chain?

Answer 5

1. Attributes - What is different about these alternatives?
2. Consequences - What does the difference mean?
3. Values - How important is this for you?

Question 6

What is the consumer conflict?

Answer 6

The tension between different approaches to customer service and consumer experience.

Question 7

What are the 2 elements of the consumer conflict?

Answer 7

1. Helpful and Empathic versus Distant and Polite
2. Efficient Shopping and Overview versus Control Interaction, Own Decision and Sufficient Time

Question 8

What are the steps of data collection in a conjoint analysis?

Answer 8

1. Select important service attributes
2. Determine relevant levels
3. Construct profiles
4. Evaluate profiles

Question 9

What is an objective way of evaluating existing services?

Answer 9

Mystery Shopping

Question 10

What are subjective ways of evaluating existing services?

Answer 10

• Customer cards
• Exit interviews
• Critical incidents
• Complaint analysis