COMM410

Name: Jingyu Deng

Real-life research 2.1 Cessna Aircraft

Questions: 1. What is the management decision problem? Should a new marketing program be launched to increase sales for women customers?

2. Define the marketing research problem(s). Cessna Aircraft would like to increase the sales of women customers. How to gather information to understand criteria that influence their motivation and attitudes toward the desirability of women pilots?

3. Develop the marketing research objectives. To determine the criteria that influence women customers motivation and attitudes toward the desirability of women pilots, research will use survey and focus group to examine (1) what factors motivate woman to buy a private airplane? (2) General attitudes women customers have toward the desirability of women pilots.

4. Explain how a marketing researcher should use the problem definition process to answer the above questions. First, Cessna Aircraft recognize there is an opportunity to increase sales of women consumers. Then, Cessna realize that the limiting factor may be low levels of interest or motivation and perhaps the attitudes toward the desirability of women pilots. To increase sales of women consumers, the marketing research objective of Cessna Aircraft should be to determine the criteria that influence the level of interest and attitudes toward the desirability of women pilots.