Reasons for Doing Marketing Research: The Five Cs

1. 
   
   Customers: To determine how well customer needs are being met, investigate new target markets, and assess and test new services and facilities.


2. 
   
   Competition: To identify primary competitors and pinpoint their strengths and weaknesses.


3. 
   
   Confidence: To reduce the perceived risk in making marketing decisions.


4. 
   
   Credibility: To increase the believability of promotional messages among customers.


5. 
   
   Change: To keep updated with changes in travelers’ needs and expectations.