MKTG 6230: Customer Engagement and Loyalty Management: Consumer Research

Note: Users can set up a personal login using their SMU e-mail address. Each time the database opens, users must accept the usage policy.

1. Market Research Reports:
   1. In the main search box (in the middle), type a keyword or phrase, such as "frequent flyer" (with the quotes), ‘airlines’ or "loyalty program", in the search box and click on the magnifying glass. Use the left-hand menu to change to a specific location or type of report, if desired.
   2. Click on a report title to access it.
   3. Navigate through the report sections by clicking on the links that appear in the middle of the screen, under the ‘Results for…’ heading.

Note: To access this database, each user must enter their 8-digit SMU ID number and password and then accept the user agreement.

1. Market Research Reports:
   1. Use the search box at the top of the screen to search the database.
   2. In the search box, type "loyalty program" (with the quotation marks). Click the magnifying glass to search. Tip: You can also search on additional keywords, such as airline or "frequent flier".
   3. Also search on the company name “American Airlines Group” (with the quotation marks).

The results returned mention your keywords somewhere in the body of the report. On the left side of the screen under ‘Modify Search,’ you can narrow your results by geography, category, date, analysis, and information source. Click on a report title to access the report.