When American Airlines decided to review new ideas aimed at first-class passengers on very long flights, like an ultra high-speed Wi-Fi service and 124 channels of high-definition satellite cable TV, their first step in the marketing research process was to ________.
A) develop the research plan
B) define the problem and research objectives
C) collect the information
D) analyze the information
E) make the decision

Question

Quizplus · Accepted Answer

Before collecting any information or developing a research plan, American Airlines needs to identify the problem they are trying to solve and define specific objectives for their research. In this case, their problem is how to improve the first-class experience on very long flights, and their objective is to gather new ideas that will appeal to their customers.

When American Airlines Decided to Review New Ideas Aimed at First-Class