Influence of Social Media Marketing on Airlines

Running head: DISSERTATION
Influence of social media marketing on airlines

DISSERTATION 2
Table of Contents
Describe and justify the research methods for data collection - theory (positivist?)
qualitative/quantitative...............................................................................................................3
Choice of method.......................................................................................................................6
Validity and Reliability..............................................................................................................7
How ethics is important within research, and how you ensured to gain ethical approval from
the Research Ethics Committee, how participants will remain anonymous/confidentiality and
comply with Data Protection, gaining consent........................................................................10
References................................................................................................................................11

DISSERTATION 3
Describe and justify the research methods for data collection - theory (positivist?)
qualitative/quantitative
The positive paradigm is based on philosophical ideas about the impactofsocial media
marketing on airlines. It emphasizes on observation and reason for comprehending the
behavior of humans. True knowledge relies on the experience of sense as well as could be
acquired by experiment as well as observation. Along with this, verified information is
received from the senses and it is known as empirical evidence (Gaur and Kumar, 2018).
Therefore, positivism relies on empiricism. Positive information relies on the natural scenario
as well as their properties with relations. It is interpreted via logical observation as well as
reasons (Voorhees, et. al., 2016).
It is evaluated that positivist thinker uses quantitative technique as a mean of generating the
understanding of the impact ofsocial media marketing on airlines. Hence, it could be
understood within the structure of principles as well as the assumption of science (Lai and
Hitchcock, 2015). It is addressed that positivism keeps the valid information is found only in
derived understanding as well as exclusive sources with authoritative understanding
associated with the impact ofsocial media marketing on airlines (Bagiran and Kurgun, 2016).
The key goal of science is to combine as well as organizes finding into a meaning related to
full pattern and theory that is viewed as tentative rather than ultimate truth. The theory is used
for modification and revision as new evidence. Positive paradigm is used to develop the in a
systematic manner with the support of qualification, which is essential to improve the
accuracy in the description related to parameters as well as judgment related to the
association between them. There are different Examples of positivism such as surveys,
correlation, and quasi-experimental (Ferrandi, Valette-Florence, and Fine-Falcy, 2015).
Qualitative method is beneficial for obtaining the depth and detail information regarding
research concern. It focuses on depth assessment as compared to assessing the ranks and

DISSERTATION 4
counts by recording behaviour, feeling, and attitudes. This technique is motivating an
individual to expand the responses and open up on new topic areas that is not primarily
considered(Lai and Hitchcock, 2015). In contrast to this, it is stated that data collection is
time consuming. Assessment of information may take longer period as compared to
quantitative investigation. Interpretation of outcome is biased as it may affect the perspective
of investigators. There is different method of conducting the qualitative research such as
focus group and interview. In this research, both methods would not be selected due to its
limitation(Gerow, Thatcher, and Grover, 2015).
Quantitative method is beneficial for research as it permits the broader investigation,
entailing the higher number of subjects and improving the generalisation of outcomes. In
contrast to this, there are some disadvantageous of using this method such as gathering the
data through this method takes longer time and includes smaller sample size(Lai and
Hitchcock, 2015). There are different illustration of using this quantitative research such as
observation and questionnaire. In this research, questionnaire is used but observation is not
selected in order to get reliable information.Under this investigation, the quantitative survey
is used to gather the information regarding research issues (impact of social media marketing
on airlines) by the survey. Positive paradigm is continued to influence the investigation for a
longer time. It was criticized due to the lack of subjective states of the individual (Babin, and
Zikmund, 2015). This is related to controlled and passive human behavior as well as
determined by the external atmosphere. Therefore, an individual could be dehumanizedrather
than individualism, intention, as well as freedom,is taken into consideration in interpreting as
well as inspecting social reality (Gerow, Thatcher, and Grover, 2015). As per the critics of
paradigm, objectivity should be replaced by subjectivity in the procedure of scientific inquiry.
This facilitates rise to naturalistic as well as non-positivism inquiry.
Nonpositivism