Report on Survey Questionnaire to Evaluate the Consumer Behavior
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Added on 2020-05-28
Report on Survey Questionnaire to Evaluate the Consumer Behavior
Added on 2020-05-28
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Running head: BUSINESS RESEARCH METHODA Report on the Survey Questionnaire to Evaluate the Consumer Behavior for FSCs and LCCsName of the Student:Name of the University:Author note:
1BUSINESS RESEARCH METHODIntroductionThe airlines industry consists of two major types of carriers, namely, Full ServiceCarriers (FSC) and Low Cost Carrier (LCC). Both of these airlines have loyal customers as wellas flying customers. As the level of competition in the airlines industry is increasing on a regularbasis, the airline companies are continuously working on improving their services and amenities.Customer loyalty is a huge factor that brings in majority of the revenues for the companies everyyear and the loyalty depends on the customer experience (Akamavi et al. 2015). The Departmentof Infrastructure and Transport wants to get a vivid idea about the factors that influence thechoice of the customers while selecting an airline and how the factors can be modified orimproved to retain the existing market share and influence the future consumers of this industry.To serve this purpose, the Department of Infrastructure and Transport will conduct asurvey on the airlines passengers. The survey aims to find out the factors influencing thecustomer satisfaction and experience and how those affect the selection of the airline. Structure of the questionnaireThe survey questionnaire contains total of 12 questions. Among those, 9 questions areclose ended and 3 are open ended. The purpose of using both type of questions are different andat the same time, using both types of questions make the questionnaire compact. Close endedquestions are helpful for both the surveyor and the participants as the choices for answers arenarrowed down and the participants cannot deviate from the desired answer while answering thequestions (Bryman 2015). There are other advantages for using the close ended questions, suchas, these have limited choices for answer, these are easier to comprehend and quicker to answer.Answers from different participants are easier to compare and statistically analyze, because the
2BUSINESS RESEARCH METHODclosed ended questions can easily be converted into numeric variables. The chance of confusionis less for this type of questions and replication of the answers are easier. However, there aresome limitations also. The close ended questions do not provide the exact or most relevant optionin the answer choices in many cases. There is also chance of misinterpretations and sometimes, ifthe respondents do not get the desired choice, they might not answer or select a wrong answer(Bryman 2015). On the other hand, open ended questions are useful for qualitative analysis. In a survey,open ended questions are used to broaden the range of answers. When the surveyor wants to getthe opinion or suggestion from the respondents or wants to get a new perspective to the issue, hewill use open ended questions in the survey. There are other advantages also. Open endedquestions provide scope for unlimited number of potential or possible answers. The respondentscan give justification behind their choices, revealing their logic and thought process, andsometimes it leads to an unexpected outcome, leading to a new perspective on the issue (Robertset al. 2014). At the same time, as the range of answers is wide, the interpretation sometimesbecomes complex and difficult to analyze statistically. The answers can be too general and vaguesometimes, may take up more time and respondents might not feel interested to fill up thequestionnaire, thus leading to inaccuracy in the survey results (Bryman and Bell 2015). In the survey questionnaire, the replicable scales have been used for the answers to theclose ended questions. Dichotomous scale, three point rating scale and five point rating scale,such as, Likert scale have been used in the questions. Replicable scales are those, whose answerscan be replicated to numerical values while analyzing (Nardi 2015). Dichotomous answerscontain only two choices, such as, Male and Female for the gender profile in this questionnaire.
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