Air Transport Forecasting and Market Research: Questionnaire Design and Statistical Analysis

This report discusses the questionnaire design and statistical analysis used to generate results pertaining to the chosen airline. The report sheds light on the improvement areas that need to be considered by the company in order to improve customer services. The statistical tests used include chi-square tests to determine the views of respondents based on their gender. The report also describes the meaning of halo effect and how it affects the results.

Air Transport Forecasting and Market research

TABLE OF CONTENTS
INTRODUCTION.......................................................................................................................................................................................3
1. Devise a Questionnaire........................................................................................................................................................................3
2. How to distribute the questionnaire.....................................................................................................................................................6
3. Two specific test used for the questionnaire........................................................................................................................................6
4. Meaning of halo effect and how it affects the results........................................................................................................................15
CONCLUSION..........................................................................................................................................................................................15
REFERENCES..........................................................................................................................................................................................16

INTRODUCTION
The demand of airline keeps fluctuating due to some factors such that demographic, economic and geographic (Agrawal,
2021). Similarly, the present study helps to shed a light upon tools and technique used to generate results pertaining to chosen airline.
Study is based upon a scenario of Heathrow to New York JFK who want to know the improvements in its business-class products to
improve market share. The present report design a questionnaire by providing rationale for selecting issue and by using statistical test,
the study derive the results and lastly, it describe the meaning of halo effect and how it affect the result.
1. Devise a Questionnaire
Name:
1. Gender:
 Male
 Female
2. Age
 20-25
 25-30
 30-35
 35-40
3. How often do you fly?
 Once in a year
 every month
 In six months

 Never
4. What is the purpose of your trip?
 For business
 Personal reasons
 Others
5. From where do you purchase the tickets?
 Directly from airline
 Through online site
6. Are you satisfied with the food facility offered in airplane?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly dissatisfied
7. How often do you pay an additional fee to choose your own seat on the plane during tour?
 Always
 Once in a while
 Most of the time
 Never
8. Please rate the following facility offered by the airplane: 1- high 2- medium, 3- low
Particulars Rating
The seats of flights are comfortable.

The blankets provided to you are clean
The airhostess respond to your questions
The security of your luggage is good
Importance of Heathrow to New York JFK to setup an
e-service on web
The employees appear neat and tidy
9. Does there is an efficient check-in and baggage handling services?
 Yes
 No
10. In how many days, your compliant is resolved by an employee?
 Within a day
 Within a week
 Within a month
 In a year
Rationale for choice of questions: The main reason for choosing the questions for the topic is such that it will help to determine the
facilities and products that are offered by the airline to their customers. This in turn assists to examine the improvement areas that
need to be considered by the company in order to improve the customer services (Lucini and et.al., 2020). Further, another rationale
for choosing such questions is such that it will help to examine the class services offered to their customer in which demographic
information needs to be added that assists to generate the better outcome and share the views individually (male and female).
Moreover, it has been identified that ranking scale questions has been also asked to the selected respondents which allow the

respondents to evaluate multiple row items in relation to single column and then rank them accordingly. This in turn assists to generate
the better outcomes and complete the aim of a research as well.
2. How to distribute the questionnaire
The questionnaire is distributed through online mode i.e. email which in turn assists to reach range of respondents quickly.
Also, the respondents are further selected through random sampling in which population has been selected from the billing of
Heathrow to New York JFK and then randomly 20 regular customers have select in order to determine their views pertaining to
improvement to the business-class product, in order to increase market share on this way. Apart from this, the survey (questionnaire)
shared to the respondent’s email-id where their personal identity will not reveal that assists to maintain the confidentiality (Grimme,
Bingemer and Maertens, 2020). This in turn reflected that the questionnaire must be shared to all the respondents where relevant
questions have asked that assist to determine the improvement within a business class product in Heathrow to New York JFK.
3. Two specific test used for the questionnaire
Statistics

gend
er
Age How
often
do
you
fly
What
is the
purpo
se of
your
trip
From
where
do
you
purcha
se the
tickets
Are
you
satisfi
ed
with
the
food
facilit
y
offere
d in
airpla
ne
How
often
do you
pay an
additio
nal fee
to
choose
your
own
seat on
the
plane
during
tour
The seats
of flights
are
comforta
ble
The
blanke
ts
provid
ed to
you
are
clean
The
airhost
ess
respon
d to
your
questio
ns
The
securi
ty of
your
lugga
ge is
good
Importa
nce of
Heathro
w to
New
York
JFK to
setup an
e-
service
on web
The
employ
ees
appear
neat
and tidy
Does
there
is an
efficie
nt
check-
in and
bagga
ge
handli
ng
servic
es
In how
many
days,
your
compli
ant is
resolve
d by an
employ
ee
N
Valid 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20
Missi
ng 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Mean 1.35
00
2.10
00
2.10
00
1.850
0
1.600
0
2.050
0 3.0000 1.9000 1.600
0 1.9500 1.850
0 1.8500 1.5500 1.350
0 1.6500
Median 1.00
00
2.00
00
2.00
00
2.000
0
2.000
0
2.000
0 3.5000 2.0000 1.000
0 2.0000 2.000
0 2.0000 1.0000 1.000
0 1.0000
Mode 1.00 2.00 2.00 2.00 2.00 2.00 4.00 2.00 1.00 2.00 2.00 2.00 1.00 1.00 1.00
Std.
Deviatio
n
.489
36
.911
91
.911
91
.6708
2
.5026
2
1.050
06
1.1698
0 .64072 .8207
8 .75915 .6708
2 .67082 .68633 .4893
6 .87509
Varianc
e .239 .832 .832 .450 .253 1.103 1.368 .411 .674 .576 .450 .450 .471 .239 .766

Interpretation: In accordance to the above table, it has been identified that average number of the participants are male and most of
them fall under the category of 25-30. Moreover, it can be stated that 50% of them selected respondents fly in every month and
majority of them fly for their personal choices. In addition to this, average people chooses online site for booking the tickets and this
in turn assists to save the time of customers as well. The descriptive statistics also entails that majority of the respondents are satisfied
with the food facility offered in airplane which comply quantity and quality both. Apart from this, mean of selected respondents
reflected that they are satisfied with seats and there is a need to improve the respond rate by air hostess whereas most of the employees
appear to be neat and clean. In addition to this, mean of the respondents stated that their complaint is resolved within a day by the
employee and that is why, it helps to generate the better outcomes. Overall, it can be stated that there is a need to improve some of the
key areas that helps to improve the business performance and also contribute to increase the market share.
i) Statistical test
Chi-square test is used for the present study because it falls under the category of nominal test and as per the question
requirement, it is necessary to use this method due to easily accessible. There is a need to use this test because it helps to determine the
views of all the respondents on the basis of their gender. In this, questions related to the facility provided by the airplane used that
assists to determine male and female’s experience towards a specific facility (Bacena and et.al., 2020). That is why, it can be stated
that this statistical tool is beneficial to examine the views and experience pertaining to improvements areas in the company.
gender * The seats of flights are comfortable
Crosstabulation
Count

The seats of flights are
comfortable
Total
High Medium Low
gender Male 2 8 3 13
Female 3 4 0 7
Total 5 12 3 20
Interpretation: As per the above table, it has been identified that out of 13 male, 8 of them stated that there is a medium
facility pertaining to comfortable seats and only 2 of them ranking high for the same. On the other side, out of 7 female, 4 of them
stated that Heathrow to New York JFK offered seats facility to customers for which participants ranked medium and that is why, it can
be stated that both groups are agree towards a common point.
gender * The blankets provided to you are clean
Crosstabulation
Count
The blankets provided to you are
clean
Total
High Medium Low
gender Male 6 4 3 13
Female 6 0 1 7
Total 12 4 4 20

Interpretation: In accordance with the chi-square test, it has been identified that out of 13 male, 6 of them stated that
Heathrow to New York JFK offered blankets in their airplanes which are cleaned whereas out of 7 females respondents, 6 are satisfied
with the facility and this in turn shows that blanket facility by airline is clean and meet the customer requirement as well.
gender * The security of your luggage is good
Crosstabulation
Count
The security of your luggage is
good
Total
High Medium Low
gender Male 3 7 3 13
Female 3 4 0 7
Total 6 11 3 20
Interpretation: Majority of the male respondent’s stated that security of the luggage in Heathrow to New York JFK is not up
to the mark. Such that out of 13 male, 7 of them ranked medium and 3 of them stated high, however, from total female, it can be stated
that 4 of them ranked medium and that is why, there is a need to focus upon this in order to attract range of customers.
gender * The airhostess respond to your questions
Crosstabulation
Count

The airhostess respond to your
questions
Total
High Medium Low
gender Male 4 5 4 13
Female 2 4 1 7
Total 6 9 5 20
Interpretation: As per the above table, it can be stated that out of 13 male 5 stated that airhostess respond to the
questions whereas 4 of them ranked high and that is why, it reflected that there is a need to focus upon this area in order to increase the
market share as well.
gender * Importance of Heathrow to New York JFK to setup an e-
service on web Crosstabulation
Count
Importance of Heathrow to New York JFK to
setup an e-service on web
Total
High Medium Low
gender Male 3 7 3 13
Female 3 4 0 7
Total 6 11 3 20
Interpretation: According to the above table, it can be interpreted that from the male respondents 7 of them stated that there is
a need to focus upon e-services which in turn assists to generate effective results and similarly, 4 females out of 7, also stated that
there is a need to give importance of Heathrow to New York JFK e-service that assists to generate better outcome.

gender * Are you satisfied with the food facility offered in airplane Crosstabulation
Count
Are you satisfied with the food facility offered in airplane Total
Highly
satisfied
satisfied Neutral Dissatisfied Highly
Dissatisfied
gender Male 3 6 2 1 1 13
Female 3 4 0 0 0 7
Total 6 10 2 1 1 20
Interpretation: In accordance with the above table, it has been identified that 6 males stated that they are satisfied with the
food facility offered by airplane and only 3 of them stated high satisfied. On the other side, out of 7 females 4 are satisfied and only 3
of them are highly satisfied and that is why, there is a need to generate effective results to improve the chances of customer’s
attraction.
gender * The employees appear neat and tidy
Crosstabulation
Count
The employees appear neat and
tidy
Total
High Medium Low
gender Male 8 4 1 13
Female 3 3 1 7

Total 11 7 2 20
Interpretation: Through the ci-square test, it can be stated that out of 13 employees, 8 of them stated that all the employees are
neat and from 7 females, 3 of them stated that emoloyees present themselves in order to generate the better outcomes.
II) Statistical test
One sample t-test has been used as a second statistical test under interval that assists to examine whether there is a difference
between the unknown population mean from a specific value (Choi and et.al., 2018). In this, researcher can determine the difference
between the groups and their views pertaining to offerings offered by Heathrow to New York JFK. For that, selected respondent’s
views has been selected in order to examine questions related to their personal choices. This in turn assists to generate the effective
results and identify whether there is a difference between the mean value or not.
Null hypothesis (H0): There is no difference between the sample group and the offerings offered by Heathrow to New York JFK.
Alternative hypothesis (H1): There is a difference between the sample group and the offerings offered by Heathrow to New York JFK.
T-Test
One-Sample Statistics
N Mean Std.
Deviation
Std. Error
Mean
gender 20 1.3500 .48936 .10942
How often do you fly 20 2.1000 .91191 .20391

What is the purpose of
your trip 20 1.8500 .67082 .15000
From where do you
purchase the tickets 20 1.6000 .50262 .11239
One-Sample Test
Test Value = 0
t df Sig. (2-
tailed)
Mean
Difference
95% Confidence Interval of
the Difference
Lower Upper
gender 12.337 19 .000 1.35000 1.1210 1.5790
How often do you fly 10.299 19 .000 2.10000 1.6732 2.5268
What is the purpose of
your trip 12.333 19 .000 1.85000 1.5360 2.1640
From where do you
purchase the tickets 14.236 19 .000 1.60000 1.3648 1.8352
Interpretation: In accordance with the above table, it can be stated that there is a direct impact over the offerings such that the value
of p is lower than 0.05 and that is why, alternative hypothesis is accepted over null. So, it can be stated that all the customers are
satisfied with the offerings offered by Heathrow to New York JFK and that is why, there is no large difference exist between two
sample test and this in turn assist to generate the best outcomes. Moreover, there is a small t-score which in turn reflected that groups
are similar and this in turn affect the results in positive manner.

4. Meaning of halo effect and how it affects the results
The halo effect is the term used to share the experience of customer’s favoritism towards a line of products due to their positive
experience with other products by makers. It can be stated that it is correlated to the brand strength, brand loyalty and that is why, it
contributes to the brand equity (Graham, 2020). Therefore, it has been reflected that with this, the brand has an extremely positive
perception towards customer and this in turn assist to increase the market share of the company. Similarly, in the context of the chosen
questionnaire, it has been reflected that customers are satisfied with the brand with regard to offering and facilities offered to them,
that is why, there is a positive relationship identified with a brand and this in turn assists to improve brand image.
However, this is mainly creates by capitalize on their existing strengths and by offering the effective products to market,
company can also collect positive response or experience from customers that affect the brand reputation in positive manner. The main
rationale behind the same is such that if the Airplane offers exceptionally good at one thing then it will undoubtedly offer something
best to their customers. That is why, it can be stated that it creates a positive effect upon the results and this in turn generate the best
outcomes as well. As all the customers have almost positive experience towards the Heathrow to New York JFK, except some of the
key areas and this in turn causes positive impact over the results and sustain the brand image as well.
CONCLUSION
By summing up above report it has been concluded that by using effective statistical tools, there is a relationship identified
between the variable such that by using descriptive statistics, the central tendency measurement determine which include demographic
information and questions related to airline to improve the market share (Baxter and Srisaeng, 2018). Further, two different test has
been used to analyze the results which include Chi-square and one sample t-test. Lastly, report concluded through halo effect that
when consumers have a positive experience with the products with high visible brands, there must be a cognitive form of a brand
loyalty bias in favor of a brand as well as its offerings.

REFERENCES
Books and Journals
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Pricing Management. 20(4). pp.457-472.
Bacena, A. L. B. and et.al., 2020. An intergenerational investigation of air passengers’ emotions during tarmac delay. Anatolia. 31(1).
pp.19-30.
Baxter, G. and Srisaeng, P., 2018. The use of an artificial neural network to predict Australia’s export air cargo demand. International
Journal for Traffic and Transport Engineering. 8(1). pp.15-30.
Choi, J. H. and et.al., 2018. Determining Factors of Air Passengers' Choice of Transfer Airports in the Southeast Asia–North America
Market: Managerial and Policy Implications. Available at SSRN 3226796.
Graham, A., 2020. The airport-airline relationship. Air transport management an international perspective. 2nd ed. Routledge, pp.115-
128.
Grimme, W., Bingemer, S. and Maertens, S., 2020. An analysis of the prospects of ultra-long-haul airline operations using passenger
demand data. Transportation Research Procedia. 51. pp.208-216.
Lucini, F. R. and et.al., 2020. Text mining approach to explore dimensions of airline customer satisfaction using online customer
reviews. Journal of Air Transport Management. 83. p.101760.