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Refer to the Scenario Below to Answer the Following Question(s)

question 88

Multiple Choice

Refer to the scenario below to answer the following question(s) .
Jason West, owner of A1 Cleaning, started 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 his office cleaning services. Surprisingly, the competitive environment appeared relatively stable with no new competitors. However, Jason knew that office cleaning was 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 over his dilemma, he realized that prior to building his competitive advantage he needed to better understand how customers assessed service quality and what they look for in a superior cleaning service.
Jason developed a research plan. First, he gathered information about his competitors, primarily through pamphlets and Web sites, as well as through a few phone calls in order to find out exactly what the competitors offered in their cleaning packages. In addition, Jason obtained from the Chamber of Commerce an updated list of local corporations. He planned on sending written questionnaires to them.
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.
-In this scenario, which of the following is representative of competitive marketing intelligence?

Definitions:

Opponent Process Theory

A psychological and neurological model that accounts for a wide range of behaviors, including color vision and emotions, by proposing that elements operate in pairs with opposite actions.

Colour Vision

The ability of the visual system to distinguish between light based on its wavelength composition.

Additive Colour Mixing

A process by which colors are created by mixing different colors of light, with primary colors including red, green, and blue.

Subtractive Colour Mixing

A process involving the mixing of colored pigments where the combined colors absorb certain wavelengths of light and reflect others, creating a new color.