Fly-In Air Show - Term Paper Example

Fly-In Air Show Name Course Lecturer Date Table of Contents Table of Contents ii 1.0 Fly-in air show 1 1.1 Background 1 2.0 Literature Review about Customer Satisfaction at Shows 3 3.0 Sampling Plan to Survey Visitors at the Show 6 4.0 Guidelines Learnt For Developing Questionnaires 7 5.0 Rationale for an Interview Method to Survey the Visitors 8 6.0 EthicalConsiderations for the Quantitative Research 10 7.0 Conclusion 13 8.0 References 14 1.0 Fly-in air show 1.1 Background The Old Station Flying Club was first created by George Creed in 1989. The club stagea unique Fly-in air show every year from 1989 to 2007, this show became very popular over the years. It is a family oriented club show that allows visitors to pursue their love of flying in a relaxed atmosphere with other equally passionate visitors;it is a fun filled club show for all aviation enthusiasts (Creed, 2014). In 2011, the Old Station Flying Club altered the format of the weekend in order to include tractor pulling and track shows. The weekend is characterised by tradition of friendliness and great hospitality. It welcomes pilots from all over Australia and the world as well. This show has become an annual event, the Old Station Flying Club hosts the show every year and it attracts aircrafts and visitors from all over Australia. The show represents a wonderful weekend of country hospitality for the Australians. It includes a number of shows ranging from aircrafts, trucks, fashion, foods and drinks, joy flights and other stalls. It is one of the best places to spend weekends for the Australians(Old Station Flying Club 2014). The Old Station Flying Club is a non-profit organisation; it is committed to providing its members, guests and visitors with great facilities as well as enjoyable atmosphere. The club is also committed to prom2oting aviation sector in Australia. For many years, the club had hosted world renowned aviation show attracting more than five hundred aviators, more than 10,000 visitors and award winning pilots, the event is hosted for two days. Currently, the club hosts a popular Fly-in & Heritage Show; this is a fly-in combined with heritage machinery and truck show as well as tractor pulling events(Old Station Flying Club 2014). The show popularity in Australia has increased recently as the number of visitors has continued to increase. The 2014 edition of the Fly-in air show was held on the weekend starting Friday 23rdto Sunday 24th May 2014 at raglan, Queensland. Some of the events that took place during the show were air displays by the renowned Matt Hall, heritage machinery, aircrafts, truck show, vintage tractor pull, joy flights, childrens’ entertainment, live band on Saturday night, fashion parade, licensed bar, food and drinks as well as stalls(Creed, 2014). The admission fee was $15 per person while weekend campingwas $30 per site. The club estimated that there were a total of 200 visitors to the show. The charges were for necessitating the staging of the events and shows as well as providing foods and drinks for the visitors. In the past, the club donates proceeds to Royal Flying Doctor Service. However, it donated the proceeds to the establishment of the Capricorn Helicopter Rescue Service. This year’s event show was a great success. Aircraft enthusiasts from across Australia flew in to raglan for a weekend of spectacular aviation manoeuvres; they got a glimpse of some of the best piloting skills in Australia such as Matt Hall (an Australian aerobatic pilot who won the Red Bull Air Race World Championship). 2.0 Literature Review about Customer Satisfaction at Shows Customer satisfaction is a very significant construct in marketing; it indicates how an organisation meets the needs and desires of its customers whether meeting them to their expectations or not. Parker and Mathew (2001) explain that there are two rudimentary definitional methodologies of customer satisfaction concept. The first concept defines customer satisfaction as an outcome of a consumption experience while the second approach defines satisfaction as a process. Importantly, the two approaches are complementary as one depends on the other. As a process, customer satisfaction is defines as an assessment of what was received against what was expected. The process concept emphasizes the perceptual, psychological and evaluative processes that contribute to customer satisfaction. Nevertheless, parker and Mathew illustrated that the process of satisfaction focuses on the experiences to satisfaction instead of satisfaction itself. This concept of customer satisfaction is the most extensively embraced explanation of customer satisfaction. The other concept defines satisfaction as the state of post purchase experience given the purchase expectations. For the purpose of this report customer satisfaction is defined as an experience based evaluation made by the visitors of how far their expectations about the various events from the club have been fulfilled. This definition indicates that the visitors evaluate the services on experience on the various shows. According to Rooma (2007), customer satisfaction at shows is about the perceived performance, comparison standards, satisfaction feeling, perceived disconfirmation and the outcomes of satisfaction feeling. They also underline the concept of value as an essential driving force in their satisfaction; they note that value produces choice and satisfaction connection to it as a short-term psychological response to the constituents of the shows. In addition, Susskind (2002) asserts that the nature of services failure together with organiser’s recovery efforts influences the visitor’s intentions to return to the show. He continues to assert that the organiser’s efforts to provide better and improved services contribute significantly to customer satisfaction. As customer accumulates high expectations from previous shows, the organiser’s efforts to meet those expectations are paramount to customer satisfaction. Sachin et al., (2007) demonstrates approach of quantifying relationship between customer satisfaction, customers’ expectations and the performance of the shows. They demonstrate that the level of customer satisfaction, in the shows, depends on the customer’s experience. However, they indicate that this may valley as visitors may be thrilled by different things. Some visitors may have great experience while others may just not like the experience. This indicates that it is subjective but whatever the customer experience, the customers will evaluate their experience and hence determine if it was it met their expectations or not. This view is shared by Day & Crask (2000), they reinforce that meeting the expectations is principal by improving their experience during their stay at the show. According to Mohsin et al., (2005), the visitors expect enthusiastic shows, atmosphere, entertainment, high quality experiences from the show. Thy discuss the significance of creating enthusiastic atmosphere and experience in meeting customer desires and needs, the customers are in need of entertainment and experiencing extra ordinary events and shows that they are not used to in their daily lives. As such, meeting these desires is by creating unique shows that will make the visitors to be excited throughout. Moreover, O’Fallon & Rutherford (2010) observe that show organisers must provide high value services to meet what the visitors pay for the show. Customers indicate to be satisfied if the shows provide outstanding services. Feickert et al., (2006) supports these by adding that bringing in distinguished personalities also contributes to value and hence customer satisfaction. People like to be associated with such personalities like Matt Hall. 3.0 Sampling Plan to Survey Visitors at the Show I will use random sampling plan to survey the visitors at the show. This plan is the best to use at this particular show; this is because it will take in to account the whole population (Gillham 2008). It will ensure that each and every visitor has equal chance of being selected. Moreover, this plan is highly representative of the aspects of the visitors, young and old, family and individuals. This plan will give me the ease of assembling the sample. As such, this plan will be very important as it will eliminate biasness and hence will help me in drawing clear and accurate conclusions from the results of the survey. This is also significant as the goal of the sampling is to enableme to make conclusions concerning the visitors from the results. The confidence interval is 95%; the visitors will be within plus or minus two standard deviation: from the mean. This will reduce the sampling error significantly (Raine, Sanderson & Black 2005). I will use simple random sampling to sample the visitors in a single step with each of the visitor selected independently of the other visitors. It will be possible to make generalization from the results of the study as well. This plan will be good because I will obtain the list of all the visitors from the sale of tickets to the show, this will be complete and also up to date as it will be from the participants (Rattray & Jones 2007). 4.0 Guidelines Learnt For Developing Questionnaires I have learned several guidelines for developing questionnaires; these guidelines are as outlined below; To start with a concise introductionunfolding the purpose of the survey, the topics covered as well as how the results will be used To create attractive, professional and uncluttered questionnaires Easy for the visitors to understand, be important to the purpose of the surveys and engage the interest and attention of the visitors. Getting the visitors interested at the very beginning by starting with the general questions Introducing new sections to the visitors with phrases or sentences, this will enable the visitors to have the opportunity to switch mental gears (Nilsen et al., 2006). To place sensitive questions towards the ends of the document, this will help to avoid alienating or worrying the visitors To consider list of similar items very carefully, for instance, ask about their satisfaction using several different attributes. This will reduce position bias To place demographic questions at the end of the questionnaire: This is because they are sensitive; this will also keep the visitors mind on the purpose of the survey while I have their attention. To reduce as much as possible the number of times the visitors has to follow a skip rule. To leave sufficiently space for the visitors to write their answers to the open ended questions and to avoid using lines as they could constrain the comments Explain to the visitors how to complete the questionnaires To assert to the visitors of the confidentiality of the information in the questionnaires, for instance, who will have access to the questionnaires. As I will be the only one usingthe answers,I will keep the answers private and only accessed by me to collate the information. Confidentially of the information from the visitors is essential (McColl 2005). Questionnaire to Measure Visitor’s Satisfaction How would you describe your experience of the show? 5.0 Rationale for an Interview Method to Survey the Visitors There will be a formal and verbal conversation between me and the visitors (one visitor after another); the objective of this will be to collect relevant information for the purpose of the survey. In this survey, I will use informational interview method to interview the visitors (Doyle 2006). This method is particularly important in this survey as it will help me to get the story behind the visitor’s experiences during the show. I will pursue in depth information around the topic in order to gather as much information as possible from the visitors, the interviews will also be an important back up to the questionnaires (Decarie 2010). In addition, the interviews will be face to face and two way communication between me and the visitor. As this method needs good preparation, I will be prepared adequately in order to increase the receptiveness of the visitors. This will make them feel that the responses are very useful to me and they will feel it’s a pleasure rather than an ordeal. I will encourage the visitors to answer freely, completely and relevantly. Significantly, informational method will help me to discover the nature of the whole show. Through the method, I will give the visitors a chance to compare their expectations with the actual performance of the show. This is particularly important as it will help me to know if the visitors were satisfied or not, if their expectations were me. I will take the opportunity to discover the positives of the show, the less attractive side of the show as well as the aspects of the show as Oliver et al., (2005) notes. To ensure effectiveness of the interview, I will prepare questions in advance; this will also enable me not to take too much time during the interview. As Decarie (2010) asserts, the interviews will seek to cover the factual and meaning level of customer satisfaction as well as the state and experience of the show. It will provide me with an opportunity to clarify some information as provided by the visitors and therefore alleviate any apprehensions or misconception that may crop up. I will also thank the interviewees for their time and information; I will assure them about the worth of the answers as well as confidentiality of the answers. The information or face to face interview will be a very good method for collection of information for this survey. It will provide true and honest data original from the visitors due to the face to face interaction. 6.0 EthicalConsiderations for the Quantitative Research There is no doubt that there is need of ethical considerations within this qualitative research. Ethical considerations and awareness has grown in the recent past, this is reflected in the prominence given to research studies. Ethical considerations are an integral part of planning and implementingprocess of a quantitative research, it should not be an afterthought or be viewed as a burden but an essential part to guide a researcher in preparing a research as Vogt (2007) reinforces. Many of ethical biasness in quantitative research relate to the aspects of the study design and execution. The ethical considerations are meant to guide the researcher, it is essential to consider the consequences of collecting and disseminating data. They also guide against predictable misinterpretation or misuse of data and information. They gauge the limits of exaggerating the accuracy or the explanatory influence of data. Notably, Tharenou et al., (2007) adds that the ethical considerations will alert the users of their data to the bounds of their applicability and reliability. I recommend the following ethical considerations for the quantitative research I will conduct; As the researcher, I should present my findings and the interpretations objectively and honestly, to avoid deceptive, untrue or undocumented statements Johnson & Christensen (2010) outlines. I should only collect information and data neededfor the purpose of the survey. These are very essential in ensuring I present accurate and true information. Another ethical consideration is defining the respondents eligible to be studied as well as ensuring randomisation. This can raise an ethical problem when attempting to balance the welfare of the respondents studied against their potential benefits. A criticaltrait of quantitative research is the course of quantifying phenomena. There are complexities involved in quantification, they are considerable and they can simply be underrated. Such complexities include but are not limited to defining variables as well as methods of measurement. As such, it is important to be very careful on the above aspects. Remarkably, there are ethical issues in sampling procedures. These arises in two forms; when a sample is too large (entails unnecessary involvement of additional people thereby wasting time and casing possible harm through unnecessary testing). Second, when a sample is too small and therefore the study may not be able to detect results of practical importance. Rossi et al., (2009) report that the omission of proper consideration of the statistical influence of tests applied as well as lack of this in calculating sample size. Such an omission can indicate that the research seeking for differences can miss the effects of real performance. This may as well have diverse consequences for different users and groups of people. It is therefore very important to avoid such omission. In addition, Bryman (2012) points that it is important to check that all records are within the reasonable limits when processing data. In particular, it is necessary to consider how to deal with outliers especially if they will not be included in the analysis as well as when dealing with some missing values. Choosing and picking information in order to make the results look much better is unethical and therefore should be avoided at all costs. Equally, the removal of some records from collected information requires careful thoughts and justification as well.In presentation and interpretation of data, it is essential to ensure that valid interpretation is presented of the results of the research. This is because false conclusions can deceptively influence further research and practice. Furthermore, it is useful to contemplate the ethical evaluation in terms of assessment of risks and responsibilities as Ritchie et al., (2013) asserts. The responsibilities lie with the researcher (me) while the risks can be on both sides. As a researcher, I am responsible for instigatinganything to happenrelative to lives of the participants of the research. As such, it is necessary to inform the participants of the potential risks that they are introduced to as well as how, as researcher, will take responsibility for addressing the potential risks. Particularly, the risks may be psychological or physical. It may be psychological and related to such things as discussion of sensitive topics, stirring painful memories, maintenance of confidentiality, disclosure of personal information, discomfort and uncertainty as well as voicing of unwelcome opinion. Therefore, it is essential to consider the risks and responsibilities in the quantitative research. 7.0 Conclusion The Old Station Flying Club provides a platform for many Australians to watch and experience fly-in air show. It creates passionate atmosphere to visitors providing them with maximum entertainment and family outing as well. Old Station Flying Club has not only been a fly-in air show but also contributing to the welfare of the community by provision of proceeds from the shows. This report has explains how the organisation can increase customer satisfaction and also improve the annual event. Moreover, it explains literature about customer satisfaction at shows. It outlines the sampling technique to be used in the survey, the guidelines for developing questionnaires and a rationale for interview method to survey the visitors. The report concludes by providing ethical considerations for the qualitative research that the researcher will conduct. 8.0 References Bryman, A., 2012, Social research methods: Oxford university press. Creed, L., 2014, the Old Station Fly-in and Heritage Show at Raglan 2014 - Featuring Matt Hall!! Retrieved September 4, 2014, from The Old Station Fly-in and Heritage Show at Raglan 2014 - Featuring Matt Hall!!: http://cqplanespotting.blogspot.com/2014/03/the-old-station-fly-in-and-heritage.html Day, E, & Crask M, R, 2000, “Value Assessment: The Antecedent of Customer Satisfaction”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour Decarie, C., 2010, Literacy and Informational Interviews: Business Communication Quarterly, 73(3), 306-317. Doyle, A., 2006: Informational interview questions. Feickert J, Verma R, Plaschka G, & Chekitan S, 2006, “Safeguarding Your Customers: The Guest’s View of entertainment,” Cornell University. Gillham, B., 2008, developing a questionnaire: Bloomsbury Publishing. Goldner E, 2006, Red-hot Cold Call Selling: Prospecting Techniques that Really Pay Off. USA: AMACOM Div American Mgmt. Assn. p.27. Johnson, R. R. B., & Christensen, L. B., 2010, educational research: Quantitative, qualitative, and mixed approaches; Sage Publications. McColl, E., 2005, Developing questionnaires: Assessing quality of life in clinical trials, 2, 9-23. Mohsin, A, R, & Chris, J., 2005, Service Quality Assessment of high-end entertainment shows in, Northern Territory, Australia: Journal of Hospitality and Tourism Management. Nilsen, E. S., Myrhaug, H. T., Johansen, M., Oliver, S., & Oxman, A. D., 2006, Methods of consumer involvement in developing healthcare policy and research, clinical practice guidelines and patient information material: Cochrane Database Syst Rev, 3. O’Fallon, M., J., & Rutherford, D., G., 2010, Hotel Management and Operations, New York: John Wiley and Sons, p.173. Old Station Flying Club, 2014, Fly-in air show. Queensland : Old Station Flying Club. Oliver, D. G., Serovich, J. M., & Mason, T., L., 2005, Constraints and opportunities with interview transcription: Towards reflection in qualitative research. Social Forces, 84(2), 1273-1289. Raine, R., Sanderson, C., & Black, N., 2005, developing clinical guidelines: a challenge to current methods; BMJ, 331(7517), 631. Rattray, J., & Jones, M. C., 2007, essential elements of questionnaire design and development: Journal of clinical nursing, 16(2), 234-243. Ritchie, J., Lewis, J., Nicholls, C. M., & Ormston, R., 2013, qualitative research practice: A guide for social science students and researchers; Sage. Rooma R, R.., 2007, “Developing a Service Quality Questionnaire for the entertainment Industry”: Journal of Vacation Marketing. Rossi, S., Hallett, M., Rossini, P. M., & Pascual-Leone, A., 2009, Safety, ethical considerations, and application guidelines for the use of transcranial magnetic stimulation in clinical practice and research: Clinical neurophysiology, 120(12), 2008-2039. Sachin G, McLaughlin, E, & Gomez M, 2007, Guest Satisfaction and shows Performance: Cornell entertainment services. Susskind A, M, 2002, “I told you so!: Restaurant Customers’ World-of-mouth Communication Patterns”, Cornell Hotel and Restaurant Administration Quarterly: Apr 2002, Vol.43, No.2. Tharenou, P., Donohue, R., & Cooper, B., 2007, Management research methods (p. 338), New York: Cambridge University Press. Vogt, W. P., 2007, Quantitative research methods for professionals: Pearson College Division. Read More