Running head: MARKETING RESEARCH 1
Marketing Research
Victoria Fischer
MT355-01: Marketing Research
Unit 1 Assignment
April 25, 2017
MARKETING RESEARCH 2
Topic 1: FlyRight Airline Company
The FlyRight Airline Company has expressed a desire to gain more knowledge about the
tastes and needs of businesspeople when on long flights. This was their information need. Since
the answer was not available via an existing internal or external source, obtaining this
information would require FlyRight to conduct exploratory research. To generate primary data,
they would need to conduct exploratory, descriptive, or causal research using their customers.
The first mistake that FlyRight made during this research process would be the customers they
chose to fill out the questionnaires. It is unclear as to why they chose to use customers on short
flights around the holidays when families would be their biggest customer when they were
wanting information regarding the tastes and needs of businesspeople on long flights.
