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Blue Mountain Resorts: The Night Skiing Decision
內容大綱
A large Ontario ski resort faces a decision about whether to invest in facilities for night skiing. Demand is very uncertain, so the management undertakes a market research study. Day skiers at the facility are surveyed about their potential interest during the month of February and March. The resort's management is suspicious about the validity of the results of the research, but has no time to collect further data.
學習目標
<ul><li>To illustrate the use of marketing research in analysis of demand for a new service.</li><li>To provide experience in analysing data from a reasonably simple survey and using it in a marketing decision.</li><li>To provide a managerial example of the analysis of survey bias.</li></ul>This case can be used as an introductory marketing research vehicle in courses at the undergraduate, MBA, and executive development levels. The topic is inherently interesting for most students, and the case is a worthwhile example of the use of marketing research by a small business in the services area.