1 What do these findings mean? What characteristics do potential customers find important? Unimportant? Express Air is a small commuter airline based in St. Andrew. It presently provides charter service to local companies. Heather Clayton, president of Express Air, is considering the feasibility of a regular service between St. Andrew and Bayville, a major business center located 340 miles northeast of St. Andrew. Currently, travelers must drive 50 miles to Eastport City Airport before catching a flight to Bayville. Clayton's proposed service would eliminate the 50-mile drive by flying directly from St. Andrew Airport to Lake Airport in Bayville. Express Air could offer three flights per day from St. Andrew. which is not many when compared to the 7:00 AM to 7:00 PM hourly service available from Eastport. Because jets are unable to land at St. Andrew Airport (the runway is too short), Express Air would employ prop planes. Clayton had hired the Cupertino Group, a small specialty marketing research com- pany, to research the demand for the new service. She has just received the data and is ready to interpret the findings. The survey and questionnaire results appear below Additional cost data are presented in Appendix A.