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“What type of marketing intelligence, if any, did Jason West use in this scenario?”
Jason obtained intelligence information through competitors’ pamphlets and through a few phone
calls made directly to the competitors
How did Jason know he needed marketing research?
“Jason felt that he did not fully know what make customer happy, therefore, he wanted to become
better aware of what customers look for in a cleaning service. In addition he wanted to find out
whether he should continue to focus only on large corporations or perhaps, chage his focus.”
In what way did Jason’s project require descriptive data?
The primary descriptive data being sought in Jason’s project included the customers’ attitudes
towards service quality and their expectations from cleaning service provider.
What type of secondary data did Jason collect?
The list of local companies provided by the area Chamber of Commerce constitutes a majpr source of
secondary data.
What type of contact methods did Jason utilize in this scenario?
“He utilized the telephone to obtain competitior information early in the scenario. Further, he
relied heavily on his mailed survey in order to get the respondents’ feeling about service
quality”
Why might Jason have purposely avoided collected data via online research?
“As with online data collection project, respondents may be less likely to complete a survey than
if a survey is sent to them via mail. In addition, Jason wanted to control who was included in the
sample; online data collection does not always guarantee that. Online surveys might work well in
reaching hard-to-reach respondents; but in this scenario, Jason knew exactly who he had to contact
and where he could contact them.