MARKETING RESEARCH APPLICATIONS IN INTRASTATE TOUR BUS MARKETS

This article provides operators with fundamental information about the nature of marketing, how it works, and how marketing researchers can use different research techniques to enhance profitability in intercity tour passenger markets. The 7-step procedure for the basic marketing research studies is described: problem definition; situation analysis; formal definition of problem and hypotheses; planning and conducting the formal investigation; preparing and pretesting data gathering forms; analysis and interpretation of results; preparation of the written report; and follow-up. Marketing research applications to tour package programs is described with particular reference to sales and market research and product research. It is noted that tour bus operators must have an understanding of the process and potential of marketing research to make informed and better decisions about almost any aspect of marketing programs.

Record URL:
Availability:
- Find a library where document is available. Order URL: http://worldcat.org/oclc/7938948
Corporate Authors:
Eno Transportation Foundation

1250 I Street, NW, Suite 750
Washington, DC United States 20005
Authors:
- Thompson, K N
- Cunningham, L F
Publication Date: 1987-10

Media Info

Features: Figures; References; Tables;
Pagination: p. 601-618
Serial:
- Transportation Quarterly
- Volume: 41
- Issue Number: 4
- Publisher: Eno Transportation Foundation
- ISSN: 0278-9434

Subject/Index Terms

TRT Terms: Bus transit; Bus transportation; Intercity bus lines; Market research; Tourists
Old TRIS Terms: Bus transportation (Intracity)
Subject Areas: Administration and Management; Highways; Motor Carriers; Planning and Forecasting; Public Transportation; I72: Traffic and Transport Planning;

Filing Info

Accession Number: 00474840
Record Type: Publication
Files: TRIS
Created Date: Oct 31 1987 12:00AM