[Best West] Best Western International, Inc., a national hotel chain, paid couples to film themselves as they spent three to seven days on a cross-country trip. Best Western found that women usually decide when to pull off the road, where to stay overnight, and what amenities the lodging should have to make their stay more enjoyable. These couples made choices in an authentic environment, providing research to Best Western. O focus group O developmental O alternative O ethnographic O secondary

[Best West] Best Western International, Inc., a national hotel chain, paid couples to film themselves as they spent three to seven days on a cross-country trip. Best Western found that women usually decide when to pull off the road, where to stay overnight, and what amenities the lodging should have to make their stay more enjoyable. These couples made choices in an authentic environment, providing research to Best Western. O focus group O developmental O alternative O ethnographic O secondary

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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