American Express Travel Agency has seen the leisure portion of its business fall 25% percent in the last two years.The agency is worried that the needs of the leisure customer are changing as many are purchasing tickets off the Internet.If it decides to do some research,what should be the first step in the marketing research process?

Question

Quizplus · Accepted Answer

The first step in the marketing research process should be to formulate the problem. This would involve identifying the specific issue that American Express Travel Agency is facing in terms of the changing needs of leisure customers and defining the research question that needs to be answered. Only after the problem has been formulated can the agency move on to planning the research design, specifying the sampling plan, collecting data, and analyzing the marketplace.

American Express Travel Agency Has Seen the Leisure Portion of Its