After a bankruptcy, SwissAir was able to regroup and wanted to resume flying if it could regain at least 75 percent of its lost customers. It decided to allocate $50,000 to determine the likelihood that its former customers would fly on the airline again and find methods requiring little or no money that could be used to increase that probability. This description represents which step in the marketing research approach?
A) define the problem
B) develop the research plan
C) collect relevant information
D) develop findings
E) take marketing actions

Question

Quizplus · Accepted Answer

This step involves identifying the issue that needs to be addressed, which in this case is determining the likelihood of regaining lost customers and finding cost-effective methods to increase that probability.

After a Bankruptcy, SwissAir Was Able to Regroup and Wanted