Rainbow Airlines has experienced a continuing and unexplained decline in the number of tickets sold on its major routes from New York to San Francisco.You have been asked to give the Senior Vice- President of the Marketing Division a report on the problem and to Outline alternative courses of action for the airline to take.How would you start?
A)Descriptive research
B)A survey of Rainbow Airlines' passengers
C)A survey of passengers who patronize competing airlines
D)Exploratory research
E)Causal research

Question

Quizplus · Accepted Answer

Since the decline in ticket sales is unexplained, it would be best to start with exploratory research to identify potential causes of the problem before determining the appropriate course of action. This could include talking to employees, conducting focus groups, analyzing customer feedback, and reviewing market trends. Descriptive research, a survey of current passengers, and a survey of competitors' passengers could also be useful at a later stage in the process to gather more specific information, but starting with exploratory research will allow for a more comprehensive understanding of the issue. Causal research would be premature at this stage as the root causes of the problem are not yet identified.

Rainbow Airlines Has Experienced a Continuing and Unexplained Decline in the Number