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QUESTION NO:17

As an alternative to QFD, the plotting of items of customer importance versus the customer\’s

corresponding satisfaction level, using a form of Likert scale would most appropriately be

called:

A. A matrix diagram

B. A perceptual map

C. A cause-and-effect matrix

D. A correlation chart

Answer: B

A form of matrix diagram is being describeD. Thus, answer d can be eliminateD. There is no

evidence that a cause-and-effect relationship is being considereD. Therefore, answer c can be

eliminateD. Without specific knowledge, the choice comes down to either a or B. However,

a perceptual map is a specialized matrix diagram that captures the perceptions of the

customer.


QUESTION NO:4

The organization\’s customer service program can be enhanced in many ways. One of the

ways would be:

A. Provide better procedures for customer service personnel

B. Restrict access to customer data

C. Have supervisors available to answer more questions

D. Utilize employee involvement

Answer: D

Customer service is important to an organization. To increase its effectiveness, everyone

should be involveD. This would mean all employees. Better procedures (answer a) can help.

Restricting access to customer data (answer b) is not gooD. A supervisor being available to

answer more questions (answer c) is going backwards. Employee involvement places

decision making at the level where the action occurs (answer d).


QUESTION NO:12

Good improvement team members will:

A. Provide valid excuses when they miss a meeting

B. Agree with the team even when it is wrong

C. Encourage participation by other team members

D. Withhold unpopular information from the team

Answer: C

Answers b and d might indicate a condition known as groupthink, which is to be avoideD.

Generally, good team members don\’t miss meetings and therefore, don\’t need excuses (a). A

good team member will encourage participation by other members.


QUESTION NO:5

Having extensive industry knowledge makes upper management “experts” in customer needs

and desires. To win in the marketplace they should:

A. Authorize many new products as soon as possible

B. Start with a new marketing plan fitting customer needs

C. Develop a strategic plan for new products

D. Ask for help, because they often don\’t really know the customer

Answer: D

One can learn from the experiences of the 1970s U.S. automotive experts as they were being

pushed around by the Japanese auto makers. The U.S. auto makers knew the American

public, it was their market for 60 years. Fresh customer data is always needeD. The question

suggests that management knows it all and does not need any more information. Answers a,

b and c imply that a producer is going ahead with a marketing effort without customer input.

Answer d is correct, because of the producer\’s need for more information.


QUESTION NO:10

In most cases, an improvement team receives the least control and direction during which of

the following stages:

A. Building

B. Storming

C. Performing

D. Alarming

Answer: C

The performing stage is the most mature and advanced team stage. The team leader (and/or

facilitator) would provide the least control and direction because the team has demonstrated

their own effective decision making capability.

QUESTION:11

Excessive conflict within an improvement team:

A. Has a negative effect on team members and should be avoided

B. Has a positive effect on creating alternate solutions

C. Most often results in win-win situations

D. Promotes equal participation among members

Answer: A

Excessive conflict within a team often has a negative effect on team members. Conflict most

often results in win-lose or lose-lose situations. Rarely will either a win-win situation or

creative alternate solutions result. Only a few exceptional personalities thrive in an

environment of conflict.


QUESTION NO:13

Which of the following describes poorly functioning teams?

A. Members act independently without inter-dependency

B. Objectives are realistically set and met

C. Team members listen to what is being said

D. Facts and opinions are distinguished

Answer: A

The key question phrase is “poorly functioning.” Answers b, c and d are desirable team

characteristics (team members listen well and objectives are realistically set and met and

facts and opinions are distinguished). Answer a is a poor characteristic in any team or group.

Team members must be able to act both independent and interdependently.


QUESTION NO:8

Customer expectations follow which hierarchy of needs, from low to high?

I. Expected

II. Basic

III. Unanticipated

IV. Desired

A. II, I, IV, III

B. III, I, II, IV

C. IV, II, I, III

D. I, II, III, IV

Answer: A

There is a hierarchy of customer expectations in regard to product or service quality. It is

similar in nature to Maslow\’s hierarchy of needs. The hierarchy of customer expectations

follow the stages of basic (II), expected (I), desired (IV) and unanticipated (III). Only answer

a starts with II, and continues with the correct sequence.


QUESTION NO:1

The right hand side of a completed “house of quality” (HOQ) displays rankings and values

for:

A. Customer needs or desires

B. Competitive assessments or comparisons

C. Design feature measurements and importance

D. Design feature interactions

Answer: B

The subroof of a HOQ displays design features and the roof shows design feature interactions

(deliminated). The “basement” of the HOQ shows target values, or design features and

technical importance(c eliminated). The left side of the HOQ details key customer needs or

desires (a eliminated). The right side of the HOQ shows competitive assessments and/or

comparisons.


QUESTION NO:2

Which of the following techniques has proven useful in translating customer needs into

product design features?

A. Changing perceptions

B. Customer service principles

C. Confrontation and problem solving

D. Quality function deployment

Answer: D

Answers a and c are customer conflict resolution techniques. Answer b addresses service

principles, not the question at hanD. The role of quality function deployment (QFD) is to

translate customer needs into design features.


QUESTION NO:3

The SIPOC business model helps everyone in the company see the business from an overall

process perspective. However, it does NOT:

A. Provide a framework applicable to processes of all sizes

B. Identify the few key business customers

C. Display cross-function activities in simple terms

D. Help maintain the big business picture

Answer: B

Note that a negative response is requesteD. The odd choice out is answer B Identification of

the key business customers is done by means other than a SIPOC model. The other answers

a, c and d are valid.


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