To take advantage of all the resources and practices available, good marketers adopt a formal marketing research process that follows the five steps shown in Figure 5.1. We illustrate these steps in the following situation.9
Consider the marketing research underlying American Airlines’ decision to offer entertainment options on all of its flights, starting with the first-class passengers on long-haul flights. The airline was considering several options: (1) ultra-high-speed Wi-Fi service, (2) 124 channels of high-definition satellite cable ...
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