Which of the following is the best definition of the market research problem as American Airlines conducts research to determine whether to make the in-flight Internet available to first-class passengers?
a. Find out whether enough passengers aboard a B747 flying direct between Chicago and Tokyo would be willing to pay $25 for an Internet connection for American Airlines to break even in one year on the cost of offering this service.
b. Find out everything you can about first-class air travelers' needs.
c. Will offering an in-flight Internet service create enough incremental preference and profit for American Airlines to justify its cost against other possible investments in service enhancements American might make?
d. Is the Internet an important element of first-class air travelers' work and home lives?
e. None of the above.
Answer: c