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Armstrong;Marketing,Fifth Canadian EditionTest Item File161.ScenarioJason West, owner of A-1 Cleaning, began his enterprise in 2001.Jason's primary focus had been on office cleaning for largecorporations. But in recent months Jason has seen a decline indemand for office cleaning. Surprisingly, the competitiveenvironment appears relatively stable with no new competitors.However, Jason understands that office cleaning is a high-frequencyservice that is usually performed daily; therefore, competitors mustbe doing something to attract his customers. Building acompetitive advantage seems to be the only option to offsetcompetition. But as Jason pondered his dilemma, he realized thathe needed to better understand how customers assess servicequality and what they are looking for in a superior cleaning servicebefore he could build his competitive advantage.Jason developed a research plan. First, he gathered competitorinformation–primarily through pamphlets, but also from a fewphone calls–to find out exactly what competitors offer in theircleaning packages. In addition, Jason obtained from the areaChamber of Commerce an updated list of local corporations towhich he would send a short survey.Though the list of corporations contained 141 local companynames, Jason chose to survey 75 of them. To better understandcustomer service expectations in both small and large corporations,Jason divided his surveys into two categories. The survey questionswere designed to extract specific data from respondents withregard to service quality expectations in correlation to servicefrequency and price.Jason awaited the results. Though his primary focus had been onlarge corporations, he was flexible and would aim his effortsdifferently if needed.Could Jason have collected observational research effectively?Explain.ScholarStock439
Armstrong;Marketing,Fifth Canadian EditionTest Item FileDifficulty:2QuestionID:05-161Page-Reference:165–166Skill:ApplicationObjective:5-3Answer:Collecting observational data within a business environment may have beendifficult from the start, particularly since Jason was interested in attitudes and motives.Individuals' perceptions of service quality and customer satisfaction could be moreeffectively measured through survey or experimental research.ScholarStock440
Armstrong;Marketing,Fifth Canadian EditionTest Item File162.ScenarioJason West, owner of A-1 Cleaning, began his enterprise in 2001.Jason's primary focus had been on office cleaning for largecorporations. But in recent months Jason has seen a decline indemand for office cleaning. Surprisingly, the competitiveenvironment appears relatively stable with no new competitors.However, Jason understands that office cleaning is a high-frequencyservice that is usually performed daily; therefore, competitors mustbe doing something to attract his customers. Building acompetitive advantage seems to be the only option to offsetcompetition. But as Jason pondered his dilemma, he realized thathe needed to better understand how customers assess servicequality and what they are looking for in a superior cleaning servicebefore he could build his competitive advantage.
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