Methodology and procedures - Research Proposal Example

Chapter 3: Methodology and procedures 3 Methodology The survey used deductive, primary and secondary research, carried out by a combination of quantitative and qualitative data collection (Bryman & Bell, 2003). The main aim of the research was to investigate marketing strategies for low cost airlines. Apart from that, the study also investigated low cost airline customer behavior in different demographic aspects (i.e. gender and age). With the use of quota sampling and random sampling this research also included the collection of primary data. Quota sampling was chosen because it facilitates the choice of the group of participants which can be interviewed, for example: 60 males and 60 females between the age of 19-25, 25-45 and 45-65. In contrast random sampling helped to select participants based on pure chance. Simple random sampling was chosen because it removes the bias that may occur in the selection of the sample. It was helpful in making sure that the data was accurate and portrayed the aspirations of the whole population. The investigation of the random sampling showed that some students did not have enough experience to answer the questionnaire and it took the surveyor some time to guide them filling the questionnaires. Some students held discussions on their own project papers and therefore did not have enough time to answer the low cost airline questionnaire. The nature of this research mainly consists of qualitative questions. These questions assisted the researcher to study the marketing strategies of low cost carriers in Europe. Moreover the survey that was done was qualitative in nature as the data collected was through questionnaires and interviews. 3.2 Primary Research It took one to two weeks to design the marketing questionnaire for respondents. The questionnaire includes different information for potential and existing customers. Some questions require the respondent to mention the advantages and disadvantages of travel with low budget airlines. On the other hand, the comparison between traditional airlines and low cost airlines revealed further reasons for the development of marketing strategies for low budget carriers. This was particularly helpful in drawing up the recommendations. The primary research was started in the LRC at College Lane and De Havilland campuses. More questionnaires were collected from College Lane than De Havilland because De Havilland students spent more time on the discussion of their assignments and therefore did not have much time to answer the questionnaires. The primary research included both male and female students. Specific responses about travel offers will be supported with opinions and thoughts from electronic journals and websites. The questionnaire comprised of seventeen questions. There were 13 close-ended and 3 open-ended questions. Close-ended questions limit the responder's choices and specify certain options which the responders have to choose. It is also considered useful because if responders see too many questions in which they have write their opinion they feel like not filling the questionnaire. This was the reason why the majority of the questions in our survey were close ended. However, since these questions do not answer the problem and does not ask for opinion they are not very helpful in reaching the conclusions. As a result, we opted for four open ended-questions. Open-ended questions are those questions which normally ask for the responder's opinion rather than giving them choices to choose from. The greatest advantage of these questions is that it removes the bias that may occur due to limited choice and it gives greater freedom of expression. However, the reasons why the less open ended questions were asked than the close-ended questions were because they are time consuming and the survey may misinterpret the response. A subtle mix or balance of open-ended and close ended questions is necessary when designing a questionnaire for primary research. As a result, a lot of time was given to designing the questionnaire and questions were selected really cautiously to remove any kind of bias that exist in the questionnaire. Alternatively, it will help the investigator to observe the positive and negative sides of low cost airline business in Europe. The detailed study of low cost airlines will demonstrate the circulation of funds in low budget airline business on the one hand. On the other hand, the innovative marketing strategies will be described in details. These strategies will look into the problems which low budget airlines face in their marketing environment and try to recommend certain solutions which may help them in smoothing out their operations. 3.2.1 Plan of the Interview The strategy of Interview included students who had experience with low cost airlines. Firstly the respondents were questioned to see if they were interested to answer the questionnaire, with a brief introduction about the topic and what the research was about. Secondly, basic marketing questions were related to them such as: Do you like warm countries in Europe such as Greece How do you spend your holidays This strategy attracted the attention of respondents to find some interest in the questionnaire. Then the participants were told about the time which he/ she needed to complete the questionnaire. It would not take more than 10 minutes per questionnaire. The participants were also informed that their information would be kept confidential and would not go beyond the research boundaries. This was done to eliminate bias. 3.2.2 Advantages and Disadvantages of primary research Quota sampling was useful in the primary research. The demographic variables such as: age and sex of participants who travelled with low budget carriers was compared in both researches. Advantages: This method can analyze the likes or dislike differences in non-probability subgroups (Blumberg, 2005). This method can compare differences in response between male and female. This research method is less costly than other methods. Similarly, this method helps the researcher into getting first hand information about the topic rather than other research that was done in the past for other purpose. Since the research questions are designed differently in different research, this may lead to bias and influence the way in which interviewees had answered the questions. This is one reason why primary research is preferred over the other types of research. Disadvantages: Sometimes it is hard to make accurate estimations because it is not a random sample. The researcher can choose those respondents who can be easier to interview. Therefore the responses can be biased (Bryman & Bell, 2003). Random sampling allows the researcher to select a sample from a large study group (Waters, 1998). Each respondent of the population has an equal chance of been selected. Advantages: It is a straightforward means by which respondents can answer questions without any difficulties, because questions are easy to understand. Therefore this method can make generalisations about the whole population. Disadvantages: This method can be quite expensive and time consuming when the target population is large ( Bryman & Bell, 2003). For the in-depth interview, the time and place of appointment is determined by the participants. There were no specific guidelines for the interview. However, the conversation was mainly focused on low cost airlines. The reason why or why not travel with low cost airlines had to be understood. Each interview took not more than 30 minutes to complete due to the availability of participants. 3.3 Analysis Method Quantitative Research- gathering and analysis of data which can be expressed in numerical form. Quantitative research involves data which is possible to measure (Edwards, 1998). The data which includes statistical results, financial and demographic data. Advantages The results which researcher gets are statistically reliable. Therefore it is possible for researcher to determine if one idea, concept is accurate to a certain extent (Day, 1998). Quantitative analysis methods are able to address the how, what, when and where questions in low cost airline primary research. Disadvantages The question must be easily quantified and direct in quantitative research (Edwards, 1998).Therefore the sample size must be quite big (as in case of low cost airlines) in order for the statistical analysis to be considered accurate and reliable. Because these quantifiable questions will be analysed by SPSS program. Another important disadvantage of qualitative and quantitative is the researcher bias. Sometimes researcher bias may result from selective observation and recording of information (Day, 1995). This may also result from allowing respondent's personal views and perspectives to influence the interpretation of data and how the research is conducted for low cost airlines. Quantitative analysis requires formulation of specific hypotheses (Huysamen, 1997). This is useful when the researcher decides to use SPSS in his quantitative research. Qualitative Methodology provides the researcher with effective tools in management and business (Gummesson, 1991). It involves the target population to be studied and provides the investigator with answers to marketing questions. For instance, low cost airline questions can be analysed more deeply one by one. It enables the investigator to gather more suitable opinions and thoughts from the population. Advantages: The methodology can provide the researcher with an in-depth examination of phenomena (Blumberg et al, 2005). It can explore new areas of marketing research in low budget airlines. Also it can use subjective information in complex topics of research such as this one. Disadvantages: Sometimes subjectivity can lead to procedural problems (Hackley, 2003). Also research bias can be unavoidable in some situations. This methodology can be expensive and labour intensive to conduct it. Our research was based on the qualitative factors, but after the conducting the survey the responses were turned into numerical figures and various quantitative techniques were to used to interpret the data for analysis. Hence, the research was a mix of qualitative and quantitative information. 3.4 Secondary Research Secondary research can assist the investigator to gather useful information from newspapers, online journals and books. These information sources can improve the knowledge of the researcher on the marketing strategies of low cost airlines in Europe. The basis of the literature review emphasized useful marketing models such as Extended Marketing Mix, Porter's Five Forces and Marketing Mix. Previously, it was found these models related well to marketing strategies for low cost airlines. 3.5 Purpose of Research The purpose of this research is to determine different innovative marketing strategies for low cost airlines in Europe. These marketing strategies will inform the audience about marketing challenges to penetrate the market and segment the market on the basis of various factors such as travel deals and travel destinations will be compared in connection to low cost carriers. Research Design Research design is the key framework of the whole study. It is very important for conducting the survey. This is basically a mind-map of how researcher will go about collecting the data. It gives information about how the researcher carries out his study in College Lane and De Havilland campuses in Hertfordshire University. Population The population will consist of customers of the low cost airline market. It includes both the existing and potential customers. However, the questionnaire survey mainly includes participant who has experience with low cost airlines. The potential customers are selected for an in-depth interview so researcher can have deeper understanding of the customer's needs and customer behavior. Their involvement in the study is voluntary. Sample This study used both quota sampling and random sampling. The selection based on the availability of participants in research area. It was conducted in different places. Learning Resource Centre in College Lane and De Havilland Campus has been found useful to gather lots of important information with responses from university students. Demographic Survey The participants will fill-out a demographic questionnaire in which they will be asked to provide basic demographic information including their gender, age, salary and occupation. This was helpful in determining if certain demographic groups have different opinion about the airlines in study. Pilot Study Since the questionnaire is newly developed and has not been tested before, the pilot study was conducted before processing the main data collection. The pilot study involved 10 participants to examine the level of understanding of the questionnaire. The level of influence and bias was also checked in the questionnaire and those questions which were resulting in bias were removed. Further modification has been completed before the main data collection. Procedures of Data Collection Before data collection, participants are informed of the general nature and the purpose of the study. Confidentiality and anonymity are promised. This helped the both interviewees into answer questions with ease and without fear that any of their answers may cause offence and hence it lead them into answering in an honest way. The questionnaire is based on the series number rather than names of the participants. Respondents completed the questionnaires in the presence of the investigator. The investigator explained meaning of words in the questionnaire in case the respondents ask for. The collection occurred in individual setting and the duration of questionnaire takes approximately 10 minutes to complete. Again the reason why the questions were asked in individual settings was that the answer of one person should not influence the answers of his colleagues and peers. For the in-depth interview, the time and place of the appointment is determined by the participants. There is no specific guideline of the interview, however, the conversations was mainly focused on the understanding of the low cost airline and the reason why or why not travel by the low cost airlines. Each interview took no more than 30 minutes to complete due to the availability of the participants and their openness and frankness in answering the questions put to them and giving their opinions for the open-ended questions. A hypothesis is preliminary consideration that the researcher thinks will be the outcome of his research. It is basically an informative guess about the research problem or the answer to the research problem. As we have seen the growth of Low-Cost Airline industry, many people differ on the fact that CRM is not for these companies. Some people say that it can be used to enhance the market share of these companies, while other say it will serve the purpose of increasing the cost for these airlines. So, the research hypothesis of this whole study can be divided into two parts, the null hypothesis and the alternative hypothesis. H0: CRM can help the low cost airline industries to increase their customer-base (market share) H1: CRM cannot be practiced by these industries as it will increase the cost and will not increase the market share Looking tat the data, one can clearly say that CRM is not an important step for the industry. The reason behind this is the fact that the many people use these airlines for holidays and are casual customers. Similarly, not many people consider the marketing strategies as important factors and since CRM comes under marketing not many people consider about CRM policies adopted by these company. Hence we can setup a 0.005 significance level for testing our data. This test will applied on the data in which the question was asked about how important are marketing strategies of low-cost airline companies. Using a z-scale, we can calculate the where the critical point falls. The critical point falls outside the significance level and hence we ignore our null-hypothesis in favor of alternative hypotheses and conclude that CRM cannot be practiced by low-cost airlines as it will be costly and since customers do not give much importance to it in low-cost travel, it will not increase the market share. Read More