General Aviation Marketing and Management

Summary of Chapter 7
General Aviation Marketing and Management Second Edition by Alexander T Wells and Bruce D. Chadbourne
Chapter 7 Summary
CAV 650
Toni R. Burgos
Marketing Research
Through research, management can reduce uncertainty in decision making. It is an integral part of any management information system that provides a flow of inputs useful in marketing decision. Marketing research is the systematic process of gathering, recording, analyzing, and utilizing relevant information to aid in marketing decision making. -Marketing research has a broad scope including various types of…