Refer to the Scenario Below to Answer the Following Questions

question 16

Multiple Choice

Refer to the scenario below to answer the following questions.
Jason West,owner of A- 1 Cleaning,began his enterprise in 2001.Jason's primary focus had been on office cleaning for large corporations.But in recent months Jason had seen a decline in demand for office cleaning.Surprisingly,the competitive environment appeared relatively stable with no new competitors.However,Jason knew that office cleaning is a
high- frequency service that is usually performed daily;therefore,competitors must have been doing something to attract his customers.Building a competitive advantage seemed to be the only option to offset competition.But as Jason pondered his dilemma,he realized that he needed to better understand how customers assess service quality and what they are looking for in a superior cleaning service,prior to building his competitive advantage.
Jason developed a research plan.First,he gathered competitor information-primarily through pamphlets and Web sites,but also from a few phone calls-to find out exactly what competitors offered in their cleaning packages.In addition,Jason obtained from the area Chamber of Commerce 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 and would aim his efforts differently if needed.
-Jason wanted to better understand how his customers assess service quality.This is an example of a .

• A)research objective
• B)research approach
• C)research method
• D)research plan
• E)marketing research problem

---

Definitions:

Halo Effect

A mental shortcut where the general perception of an individual, corporation, brand, or product shapes the observer's emotions and opinions regarding that entity's attributes or qualities.

Attractive Faces

Facial features or characteristics that are considered aesthetically pleasing or beautiful according to social or cultural standards.

Unattractive Faces

Refers to facial appearances that are generally perceived as not aesthetically pleasing or less attractive according to societal standards.

Emotional Maturity

The ability to manage and understand one's own emotions and respond to others' emotions appropriately.