C1

Describe the market research activities carried out by Alton Towers.
questionnaires on cars
focus groups receive questionnaire - white knuckle rides, younger customers - smaller rides
PDA researchers around the park asking people to rate rides, rate advertising perhaps giving a score out of 10
they have their own marketing team

People can also register their details by phone or on line which is collated in a mailing list and provides information for Alton Towers

Types of market reserach activities:
postal surveys
telephone questionaires
personal surveys
observation
internet

How does Alton Towers use these marketing activities?
How does it help them to meet their customers needs?