Which type of research should be conducted to determine current route deficiencies and whether consumers face artificially high airfares?

• A. Market Research
• B. Feasibility Study
• C. Audits
• D. Surveys

Answer: (A)

Understanding how the market and customers experience air travel on current routes, including where service falls short and whether fares seem inflated, is addressed through market research. This approach gathers both qualitative and quantitative data on customer needs, preferences, route performance, pricing, and competitive dynamics, enabling you to identify route deficiencies and assess fare levels from the consumer perspective. You might use surveys, analyze ticketing and route data, review competitor pricing, and examine demand patterns as part of this research. A feasibility study, by contrast, looks at whether launching or altering a route is viable economically and technically, rather than diagnosing ongoing market conditions. Audits focus on accuracy and compliance of records or processes, not consumer market insights. Surveys are a method within market research used to capture customer views directly; however, the broader type of research to answer these questions is market research.