Two Basic Rationales Which Could Be Causing the Decline in Jetstar Rating - Research Proposal Example

Report for Jetstar Airways Name of the Student: Name of the Instructor: Name of the course: Code of the course: Submission date: Report for Jetstar Airways Introduction In a summative overview, Jetstar Airways can be perceived as a low cost airline which is based in Melbourne, Australia. In 2012, this airline was ranked in the third position amongst the low cost airlines which was a drop from the second position in the preceding year. This necessitates a profound reflection into the operations and current offerings of this company which has the potential of being central in causing this decline in ranking. Additionally, it is fundamental to launch a greater focus at the competing firms in this industry aimed at assessing whether their improved performance in the recent past has elevated their credibility and thus affecting the rating of Jetstar among the Australian airlines. All these dynamics can only be comprehensively understood through a profound and robust research process to unearth the causes as well as the effects of different variables in contributing to the aforementioned phenomenon. Against this backdrop, this report is primarily an effort to seek an understanding of this fall in ranking and plan for improvement in 2013 through a formidable research process. Subsequently, it will explore which type of research is needed, the target respondents for this research, a method of conducting this research, recommend an appropriate sample size and selection method and lastly reference and discuss two pieces of academic research or industry information/secondary data that may assist in designing, implementing or interpreting this research. Type of research The type of information which ought to be collected in this study is aimed at unearthing the underlying issues which have culminated in the decline of favorability of Jetstar airways among the consumers. In this case, information related to consumer experience in regard to bookings, inboard services and customer care among other issues will need to be collected. Additionally, information related to the performance of Jetstar against other competing airlines in aspects like pricing will also need to be collected aimed at ascertaining whether the decline of Jetstar ratings has been a result of improved performance of the competitors or as a result of internal weaknesses of Jetstar offerings. This will basically necessitate an online discussion groups. Therefore, in regard to the type of research, this study will primarily utilize qualitative research method based on the type of information that needs to be collected. This method is particularly applicable to this study based on the fact that it will serve to provide a larger picture of the issue or situation and eventually inform in a manner which is accessible (Nicholls, 2011, p. 2) and will typically be based on a small sample. The applicability of the above method in this study is based on the fact that qualitative studies are geared towards illuminating and understanding complex psychosocial issues and thus highly useful in answering humanistic ‘how’ and ‘why’ questions (Marshall, 1996, p. 522) which in this case is ‘why’ and ‘how’ Jetstar’s rating has declined in the recent past. Lastly, this will study will entail less structured approaches in the processes of data collection as well as interpretive methods in the description and analysis of the phenomenon under study (Hollstein, 2011, p. 2). Target respondents These can be perceived as the people (or type of people) that the researcher aims to collect the data from. Determining the target respondents has been perceived as one of the most vital areas of planning a research project (Mariampolski, 2001, p. 75). In this study, there are basically two categories of target respondents namely the consumers and the personnel working at Jetstar airways. In regard to the consumers, these target respondents will be key in the provision of information related to why they prefer or dislike the services from Jetstar, whether other competing airlines are offering better services than Jetstar and what they wish could be improved in order to enhance the services at Jetstar airlines. This is founded on the background that the primary concern in qualitative research is to seek opinions, feelings and experiences of individuals who produce subjective data (Hancock, 2002, p. 2). In regard to the second category (Jetstar personnel), these respondents will mostly be from the managerial echelon of this organization who will give an insight into the past practices which had placed Jetstar in a favorable niche. They will also be integral in giving an insight into market dynamics, for instance, competition and its impacts on the operations of Jetstar as well as measures currently instituted in this airline to aid in reclaiming its favorable position in the market. This is founded on the inference by Berniker and McNabb (2006, p. 644) who determined managerial understanding about the functioning of an organization makes sense in a research project, despite the fact that such functioning might appear irrational and unreasonable at time. Method of conducting the research The primary method of undertaking this research will be online discussion group which has received increased attention mostly with elevated internet use. This is founded on the inference by diverse scholars, for instance, Pincott and Branthwaite (2000) among others who determined that the inherent potential of the internet as a valuable methodological tool has for a long time being recognized by the market research industry. In this case, focus groups comprising of pre-identified respondents will be used to respond to different questions. The basic approach in this method will be the one-on-one mode whereby the moderator of this research will deal with one logged-in respondent at a time. Nonetheless, this participant in the research will not be able to see and subsequently respond on the comments from other participants. The major merit of this method is that the researcher will be able to arrive at a representative sample frame based on the fact that the pre-identified focus group will have given information in regard to the gender, occupation and educational level among other information which will be key in ensuring the representation of the larger population in the research. This method is highly cost-effective and saves time based on the fact that apart from the limited incentives which can be offered to the respondents, massive finances are saved which would otherwise have been used in hiring field researcher to go and physically interview the respondents where much time is required. Additionally, this method is highly convenient to the respondents based on the fact that they can respond anytime and at any place provided they log in and respond to the set questions which suit them which will be vital in increasing the response rate which is often determined by refusals and noncontacts (Gendall, 2000, p. 4). Sample size and selection method In regard to the sample size based on the online discussion group method detailed above, this research will entail 100 respondents. 80 informants will be derived from consumers who had been pre-identified to participate in this research while the remaining 20 respondents will be derived from the personnel working at Jetstar airways. In regard to the selection method, quota sampling will primarily be used whereby the selected respondents ought to fit into the identified stratum. Examples of stratums might be males and females or above or below 30 years in terms of age. This will enable the researcher to gain a representative sample among the consumers in terms of gender, profession and age of the respondents based on the well-defined quota system. This is aimed at making the sample to be more representative of the population under study. Purposive sampling will also be integrated, mostly in regard to the personnel working in this airline. Nonetheless, it will be prudent for the researcher to be alive to the issues of privacy among members of different age groups. This is founded on the revelation about the differentiation of privacy concerns across different age groups which might affect the response rate (Graeff & Harmon, 2002, p. 304). Academic research Two pieces of academic research or industry information/secondary data may assist in designing, implementing or interpreting this research. These are referenced and discussed in the subsequent analysis. Chenail, RJ, 2011, ‘Ten Steps for Conceptualizing and Conducting Qualitative Research Studies in a Pragmatically Curious Manner’, The Qualitative Report, Vol. 16, No. 6, pp. 1713-1730. This piece of academic research is practically important in the designing and implementing this group discussion. This is based on the fact that it outlines ten fundamental steps which are involved in conducting a qualitative research, right from reflection on the central interests of the research up to step of submitting the report. Additionally, this journal details the undertakings in each step which is key in informing the researcher about what to do in each step towards realizing the objectives of this research. Morse, JM., 2002, ‘Verification Strategies for Establishing Reliability and Validity in Qualitative Research’, International Journal of Qualitative Methods, Vol. 1, No. 2, pp. 1-19. This academic piece is imperative in designing, implementing as well as interpreting this research. This is founded on the fact that apart from giving insight into the concepts of reliability and validity in qualitative research, it also gives mechanisms which can be instituted by the researcher to ensure increased validity and reliability of the research instruments and the eventual results. This is by pointing out strategies entrenched in each phase of research strategies which can act as a self-correcting mechanism aimed at ensuring the overall quality of the research project. Conclusion The above report has offered two basic rationales which could be causing the decline in Jetstar rating which necessitate further research. In this case, qualitative research has been identified as the type of research which is most ideal in the collection of the information in this research. Additionally, it consumers and Jetstar personnel have been identified as the target respondents based on their distinct inputs as well as the method of conducting the research. Lastly, the report has recommended a sample size and selection method of a cumulative total of 100 respondents whereby quota and purposive sampling methods will be used. This was followed by referencing and discussion of two pieces of academic research which may assist in designing, implementing or interpreting this research based on their information on qualitative research References Berniker, E. & McNabb, DE., 2006, ‘Dialectical Inquiry: A Structured Qualitative Research Method’, The Qualitative Report, Vol. 11, No. 4, pp. 643-664 Chenail, RJ, 2011, ‘Ten Steps for Conceptualizing and Conducting Qualitative Research Studies in a Pragmatically Curious Manner’, The Qualitative Report, Vol. 16, No. 6, pp. 1713-1730. Gendall, P., 2000, ‘Responding to the problem of nonresponse’, Australasian Journal of Market Research, Vol. 8, No. 1, pp. 3-17. Graeff, TR. & Harmon, S., 2002, ‘Collecting and using personal data: Consumers’ awareness and concerns’, Journal of Consumer Marketing, Vol. 19, No. 4, pp. 302-318. Hancock, B., 2002, ‘Trent Focus for Research and Development in Primary Health Care: An Introduction to Qualitative Research’, retrieved 22nd May, 2013, < http://faculty.cbu.ca/pmacintyre/course_pages/MBA603/MBA603_files/IntroQualitativeResearch.pdf>. Hollstein, B., 2011, ‘Qualitative approaches’, in J., Scott & PJ. Carrington (Eds.), Sage Handbook of Social Network Analysis, Sage publications, London/New Delhi. Mariampolski, HY., 2001, Qualitative Market Research: A Comprehensive Guide, Sage publications, London/New Delhi. Marshall, MN, 1996, ‘Sampling for qualitative research’, Family Practice, Vol. 13, pp. 522-525. Morse, JM., 2002, ‘Verification Strategies for Establishing Reliability and Validity in Qualitative Research’, International Journal of Qualitative Methods, Vol. 1, No. 2, pp. 1-19. Nicholls, C., 2011, ‘The Advantages of using Qualitative Research Methods’, retrieved 22nd May, 2013, < http://www.alexander-technique-college.com/files/2011/10/books_articles_qualitative.pdf>. Pincott, G. & Branthwaite, A., 2000, ‘Nothing new under the sun?’, International Journal of Market Research, Vol. 42 No. 2, pp. 137-55. Read More