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.