a)Give a brief outline of 250-300 words of how you, as the Manager, may use the various methods of formal and informal research to benchmark against these leading competitors and best practice organisation to provide a basis for setting standard of excellence to establish within the policies and procedures of ACA Travel Agency;

You are to consider the following

Primary or secondary sources for gathering information

Analysis of competitive environment and service trends

Use of Focus groups for data collection

Qualitative and Quantitative research

Feedback from internal colleagues and customers