Refer to the Scenario Below to Answer the Following Questions

question 106

Essay

Refer to the scenario below to answer the following questions.
Jason Tan, owner of Initial Cleaning Services, began his enterprise in 2001. Jason's primary focus had been on office cleaning for large corporations. But in recent months Jason has seen a decline in demand for office cleaning. Surprisingly, the competitive environment appears relatively stable with no new competitors. However, Jason understands that office cleaning is a high-frequency service that is usually performed daily; therefore, competitors must be doing something to attract his customers. Building a competitive advantage seems to be the only option to offset competition. But as Jason pondered his dilemma, he realized that, prior to building his competitive advantage, he needed to better understand how customers assess service quality and what they are looking for in a superior cleaning service. Jason developed a research plan. First, he gathered competitor information-primarily through pamphlets, but also from a few phone calls-to find out exactly what competitors offer in their cleaning packages. In addition, Jason obtained from the Registrar of Companies an updated list of local corporations to which he would send a short survey. Though the list of corporations contained 141 local company names, Jason chose to survey 75 of them. To better understand customer service expectations between both small and large corporations, Jason divided his surveys into two categories. The survey questions were designed to extract specific data from respondents with regard to service quality expectations in correlation to service frequency and price. Jason awaited the results. Though his primary focus had been on large corporations, he was flexible at this point to aim his efforts differently if needed.
-What triggered Jason's recognition that he needed marketing research?

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Definitions:

Westward Migration

The movement of people westward across the United States, particularly notable during the 19th century, often for the purpose of land acquisition and settlement.

Plantation Economy

An economic system historically associated with the large-scale agricultural estates that specialized in cash crops, reliant on slave or cheap labor, primarily found in the Americas.

Alabama

A state located in the southeastern region of the United States, known for its rich history in civil rights and its diverse geographical features.

Old Northwest

A term referring to the territorial North-Central United States before and after the American Revolution.