Market Research for Singapore Airlines

Running head: MARKETING
Market Research
Name of the Student:
Name of the University:
Author Note:

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Table of Contents
Introduction:....................................................................................................................................3
Rationale for the Chosen Resign Design.........................................................................................3
Choosing Specific Methodology for Informing Research Question and Meeting Research
Objectives........................................................................................................................................5
Providing a rationale for your chosen research methodology/methodologies.................................7
Discussion of Key Considerations in the Research Process............................................................7
Information that Market Research Agency Should Collect.............................................................9
Conclusion:....................................................................................................................................11
References:....................................................................................................................................13

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Introduction:
The report aims a providing an insight into the research brief of Singapore Airlines. The
report puts across a rationale for the chosen research design in the part 1 of the report. The report
also discusses about the choice of the specific methodologies that seems appropriate in informing
the research question and meeting the research objectives. There is also discussion on the
rational put across for the chosen research methodologies. The report also discusses the key
considerations of the research process keeping in consideration the chosen methodologies. The
report further provides an insight into the information to be collected by the market research
agencies considering the chosen methodology and the ways in which the information is expected
to be collected.
Rationale for the Chosen Resign Design
This particular study focuses on exploratory research design since it acts as the
foundation of the researchers in solving the problem (Beavers et al. 2013). The rationale for
using the exploratory research design is as follows (Sekaran & Bougie, 2016):
1. It leads to increased level of understanding: This particular research design enhances
the knowledge of the researcher in understanding the customer attitude and perception in relation
to Singapore Airlines.
2. It enables testing of concept: This particular research design helps in checking
concepts before they are put across in marketplace

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3. Provides assistance to researchers: It aids the market researchers in finding the
potential causes of signs and symptoms conveyed by the decision makers. It allows the
researchers in building list of probable causes to a problem.
4. It allows flexibility of the data sources: The exploratory research design mostly uses
secondary sources for instance the published literature (Burns, Bush & Sinha, 2014). The other
sources used in the exploratory studies includes the informal discussions, structured formal
interviews, case studies or pilot studies which includes colleagues, consumers or the customers.
5. It helps in finding the possible ways of achieving the goals of the decision makers:
This research design helps in selecting a strategy from available strategies that acts as the best
choice in determining success.
The descriptive research is not chosen since it does not allow subjects or participants to
be truthful or deliver a natural behavior (Nassaji, 2015). This particular research cannot be used
for correlating variables or determining the cause and the effect. In this research design
confidentiality is an issue and there might be presence of researcher bias. This research designed
does not allow manipulation of variables and the findings might not be open to interpretation
(Sekaran & Bougie, 2016).
The explanatory research is not chosen since it does not provide conclusive evidence that
helps in efficient understanding of the problem. Some of the challenges of the explanatory
research include (Franck, 2013):
1. Biasness in information: This particular research design puts across such interpretations
and information that results in predictable information