Marriott Corporation sent a six-person intelligence team to travel and stay at economy hotels around the country for a six-month period.The purpose of these visits was to
A) allow the team to reap the benefits of the new product, Fairfield Inns.
B) obtain ideas by observing consumers in their "natural use environments" to discover their behavioral and emotional reactions to these economy hotels that could be used in the new-product development process that resulted in the launch of Fairfield Inns.
C) complete customer satisfaction surveys to assess the strengths and weaknesses of competing economy hotels.
D) obtain the demographics and media behavior of consumers who stay at these facilities in order to develop a target market profile.
E) refute the assumption that open innovation can benefit the Marriott Corporation.

Question

Quizplus · Accepted Answer

The purpose of the intelligence team's visits was to observe consumers' behavior and emotional reactions to economy hotels in order to obtain ideas for new product development, which ultimately resulted in the launch of Fairfield Inns.

Marriott Corporation Sent a Six-Person Intelligence Team to Travel and Stay