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. How should they begin the marketing research process to understand their problems?

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Brooke Hoover

Business

4 December, 18:47

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. How should they begin the marketing research process to understand their problems?

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Devin Todd · Answer 1

Every marketing research process starts by identifying and formulating the problem.

This is step number one in any type of research problem, then some researchers use a 5 step research model, others use a 7 or 6 step model, but they all start with the recognition and identification of the problem.