Quality of Service of Emirates Airline - Research Proposal Example

4. Research Methodology In order to meet the aims and objectives of the research proposal, my research methodology would mainly concentrate on the empirical research based on inductive methodology. In empirical research observations and experiments are used to derive to come to some particular theory or knowledge. According to Robson it ‘involves a systematic investigation of an experience which should be both sceptical and ethical’ (Robson, 2002). The similar group of the models and subjects are observed and studied. Thereafter, based on the observations, they are interpreted to come to some broad based theory. The inductive research methodology is particularly found to be appropriate for my research proposal as it would facilitate me to be better able to explore, examine and discover ideas that could be used to further improve the qualitative framework of Emirates services. The inductive methodology is not only an extremely effective way of getting general, observation based information but it also helps us to come to common but logical assumptions about things and events that are observed and directly and indirectly affect people and event. The necessary awareness and feedback procedures and subsequent observations of the events lead to conclusions based on the evaluations of the same. These evaluations often give us a new and fresh insight into the phenomena or events that are being studied for the purpose and facilitate improvements. 4.1 Literature search and Review Secondary information sources such as libraries, commercial bibliographic databases for peer review, internet resources and e journals would be used for literature review. 4.2 Data collection and Sample Inductive or empirical research basically uses two types of instruments which are questionnaires and interviews. In the questionnaires, the participants record the data in the given schedule, whereas in the interview, it is the researcher that records the information or data. Interviews can be carried out in one to one settings or can be in a group setting, often referred to as a focus group (Krueger, 1994). Primary data collection would be collected through detailed and qualitative and quantitative questionnaires (Steven, Lohr) prepared, keeping in mind the business viability of Emirate services and other activities in promoting and improving business activities. The survey (Patton, Cochran) would entail questionnaire filled directly by random selection as well as through email. Sampling (Barlett) area would comprise of individuals and big and small enterprises using the services of the Emirates and other airlines. Special interview Schedules would also be used to gauge the responses of the people towards ecommerce activities carried through internet. Special observation and interview schedules would be made at the airport terminals and outlets which facilitate and extend the services of the airlines to the public. This would also comprise of the lounge services, including the transport and entertainment provided by the individual airlines at the airport. Extensive knowledge based questionnaire for the targeted travellers of the airline would be made available so that use of new and innovative technology that might contribute to the better services for the air passengers of the Emirates. 4.3 Data Analysis Comprehensive data analysis would be undertaken (Michael). Software like SPSS would also be used to analyse the data using different techniques. Tabulation and analysis of the data would be thoroughly carried out using scientific methods so the results are conclusive and give proper evidence in terms of the quality of service employed at Emirates Airline. I will give explanations as per the exact features and services which have been installed within Emirates Airline and how they are making their way into the lives and journeys of the passengers of Emirates Airline and more so the ones who have availed the Skywards travelers’ program. Appropriate efforts shall be made to ensure that the analysis of data give a clear picture of the level of services of the in the global airline industry and forecast the levels to which it is expected to reach in the next 5 years. 5. Scope and Limitations of the study Comprehensive sampling with wide ranging issues which influence the services of the airline would be introduced in the questionnaires and interview schedules so that the scope of study is large enough to ensure the success of the research’s aims and objectives. The empirical method of the research is appropriate mainly because the aim and objectives of the research need a survey requiring qualitative analysis of the services and opportunities in the Emirate airlines, benefiting and enlarging its customer base. The study would be limited to the framework of services provided by the Emirates Airline to the domestic and international passengers on the business activities and hence the sampling would be limited to people and business houses that are using the airlines. Some people have criticised the inductive methods because of lack of valid means of obtaining proof. It is said that since the conclusions are drawn from the data observed, the results or the conclusions may vary if the observations of the participants differ. 6. Significance of the study The internet has considerably affected the various aspects of a business activity. It has also brought unlimited opportunities to the people to tap especially in the field of airlines. The study would enable the management of the Emirates airline and also the air travelers to gauge the impact of services and opportunities presented through its various outlets. The study, in other words would encourage people to avail the services of the Emirate airlines with more confidence. The study would also promote wider business applications and business activities thus generating more options for the general users of the airlines. The most significant contribution of the study would be in using the Emirate Airlines as a potent traveller’s centric airlines providing state of the art facilities and modern hi-tech communication tools, designed to increase the comforts level of their customers. At the same time provide a vast scope of income generation avenues for the service providers. It would also help bring the goods and services to all types of air travelers of the world. Ethical issues The rapid globalisation has brought in an era of pluralistic society so that one often comes across professional dilemma while dealing with people with cross cultural values. Understanding of different cultures becomes important to maintain a conflict free atmosphere at the workplace while at the same time it assumes more relevance when dealing with customers coming from different cultural background. Under these circumstances, workplace situations may come across ethical dilemmas which need to be resolved at the earliest so that better work conditions may prevail and pace of the professional advancements may continue. It is especially true in the case of Emirates airlines which have become global in its operation and customer base. Moral and ethical dilemmas are becoming frequent in one’s professional life. The cut throat competition and multicultural fabric of the society, makes it difficult for a person to maintain a high level of personal integrity. The main reason being that very often the personal values clash with the organization’s objectives and organization’s target based results. According to Joseph Badaracco, "We have all experienced situations in which our professional responsibilities unexpectedly come into conflict with our deepest values...we are caught in a conflict between right and right. And no matter which option we choose, we feel like weve come up short" (internet). The resolution of ethical dilemma therefore requires a very careful consideration so that both the parties become gainers. Reference Bartlett, J. E., II. Kotrlik, J. W., & Higgins, C. (2001). Organizational research: Determining appropriate sample size for survey research. Information Technology, Learning, and Performance Journal, 19(1) 43-50. Cochran, W G (1977) Sampling Techniques. Wiley. Krueger, R. A. (1994) Focus groups: A practical guide for applied research, Sage, Thousand Oaks, CA. Lohr, H (1999) Sampling: Design and Analysis. Duxbury. Leadership: Facing Moral and ethical Dilemmas. Center of Business and Ethics. Loyola Manymount University. Avaialble: [6 October 2007]. Michael S. Lewis-Beck. (1995). Data Analysis: an Introduction. Sage Publications Inc. Robson, C. (2002) Real World Research, Blackwell, Oxford Read More