your own company (also no relatives or personal friends allowed)(or at least
don’t write the paper mentioning that you have met them before) who is engaged
in a service marketing or service management business activity covered in the
Examples of service marketing and management activities or
positions that personnel could be engaged in include: Advertiser of services Agent
or Broker of services Banking (loan officer)Bus-to-bus service representative Customer
service representative Distributor offering services Financial advisor (broker)
Hotel manager Insurance agent Internet service provider Legal firm (advisor) Marketing
or management services consultant Market researcher in services Medical care
provider (doctor’s office or HMO representative)Purchasing agent or
representative of services Real estate agent Retailer Sales force manager of
services Small service business owner Software consulting Travel agent Any
other service marketing or service management-type business position First, to
prepare for the interview, develop a list of questions or topics you would like
to discuss with your contact.
The interview should cover appropriate material (depending
on the interviewee) in the course. Ask
questions related to service marketing with your chosen interviewee.
Second, write up the interview by answering the following 8 sets of questions:
(remember to make each set of questions #1, #2, #3, #4, #5, #6,#7and #8
appendix a subheading in your paper):#1) Summarize (do not give a word-for-word
account) the more interesting responses to your list of questions plus any
other interesting topics discussed in the interview. Were there any surprises?
Explain. (Remember to use appropriate business terms and weave course concepts
and material into your answers for questions #1 through #6).
Critically analyze the interviewee responses. Do you feel
your contact really understands his/her field? Explain. Did your contact
reinforce points in the text or contradict the text? If so, in your opinion,
which is correct? Be convincing.
#3) Did you learn
anything from the interview? Explain. Be specific.
#4) Develop a rating scale before the interview and rate the
interviewee(after you have left the interview) on job performance and any other
criteria you feel are appropriate given the course material and the
interviewee’s job activity. Give your results and explain. (I would suggest you
do NOT mention this aspect of the write-up to your interviewee.) [Note: rating
items are not ranking items. With ratings, one uses a scale such as 1-5 where 1
is poor and 5 is very good. Ranking is where one lists the items in some type
of order such as from bad to good.]
#5) Given what you have learned in this course, what
concepts or techniques covered in the course would you recommend your
interviewee adopt? Explain. Be specific and convincing. Write this part as
if you were a consultant hired by your interviewee to review
his or her work and make recommendations.
#6) Would you recommend this type of marketing or management
activity (the job activity your interviewee discussed) to a fellow
undergraduate student seeking employment? Explain.
#7) Give the name, company and location of your contact.
#8) In an appendix to the paper, list the questions you
asked the interviewee.
The words in this appendix do not count in the 1600 word
limit of the paper.
If you feel that your first interview does not give you
enough material to write a complete
paper, contact a second person and add the results of the
second interview to your
write-up. But, remember, do not go over the 1600 word limit with the two interviews.