Step 4: Analyze the Information
The next-to-last step in the marketing research process is to extract findings from the
collected data. The researcher tabulates the data and develops frequency distributions.
Averages and measures of dispersion are computed for the major variables. The re-
searcher will also apply some advanced statistical techniques and decision models in
the hope of discovering additional findings. (Techniques and models are described
later.)Step 5: Present the Findings
As the last step, the researcher presents the findings to the relevant parties. The re-
searcher should present major findings that are relevant to the major marketing de-
cisions facing management.
The main survey findings for the American Airlines case show that:- The chief reasons for using in-flight phone service are emergencies, urgent
business deals, and mix-ups in flight times. Making phone calls to pass the
time would be rare. Most of the calls would be made by businesspeople on
expense accounts.
2.About 20 passengers out of every 200 would make in-flight phone calls at a
price of $25 a call; about 40 would make calls at $15. Thus a charge of $15
would produce more revenue (40$15$600) than $25 (20$25$500).
Still, this is far below the in-flight break-even cost of $1,000. - The promotion of in-flight phone service would win American about two ex-
tra passengers on each flight. The net revenue from these two extra passen-
gers would be about $400, and the airline would be able to break even. - Offering in-flight service would strengthen the public’s image of American
Airlines as an innovative and progressive airline. American would break even
and gain some new passengers and customer goodwill.
Analyzing
Marketing(^114) Opportunities
The Seven Characteristics of Good
Marketing Research
TABLE 1.5