General Aviation Marketing and Management

Summary of Chapter 7 General Aviation Marketing and Management Second Edition by Alexander T Wells and Bruce D. Chadbourne Chapter 7 Summary CAV 650 Toni R. Burgos Marketing Research Through research, management can reduce uncertainty in decision making. It is an integral part of any management information system that provides a flow of inputs useful in marketing decision. Marketing research is the systematic process of gathering, recording, analyzing, and utilizing relevant information to aid in marketing decision making. …

…a certain number of individual from each subgroup. Methods of collecting data include: personal interviewing, Telephone interview, Mail questionnaire, Electronic questionnaire are Focus group interviewing. Analyzing the information after the information has been gathered, it must be analyzed. The researcher computes such statistics as frequency distribution and averages in preparing the findings. The last step in the marketing research process is presenting results, which are usually in the form of a written report, to management.