MANAGEMENT A study of factors leading to Malaysia Airlines

Running head: MANAGEMENT
A study of factors leading to Malaysia Airlines underperformance
Name of the Student
Name of the University
Author’s Note

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Table of Contents
1.0 Background..........................................................................................................................2
1.1 Purpose and problem statement........................................................................................2
1.2 Research Questions..........................................................................................................2
1.3 Research Objectives.........................................................................................................2
1.4 Research framework.........................................................................................................3
2.0 Research methodology.........................................................................................................3
2.1 Research methods.............................................................................................................3
2.2 Sampling methods............................................................................................................7
2.3 Data collection..................................................................................................................8
2.4 Data analysis...................................................................................................................10
2.5 Ethical issues..................................................................................................................11
3.0 Gnatt chart..........................................................................................................................13
Reference..................................................................................................................................14

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1.0 Background
1.1 Purpose and problem statement
The purpose of the research will be to study the factors that lead to the
underperformance in Malaysia Airlines. The problem statement is that the factors hinder the
growth of the company and lead to loss of business. These factors will be identified and thus
mitigation techniques will be adopted for the business.
1.2 Research Questions
The research questions for the research will include:
 What are the factors that lead to the underperformance at the Malaysia Airlines?
 What is the impact of the factors that lead to the underperformance at Malaysia
Airlines?
 What recommendations can be provided for mitigating the factors that lead to the
underperformance at Malaysia Airlines?
1.3 Research Objectives
The research objectives for the research will include:
 To study the factors that lead to the underperformance at the Malaysia Airlines
 To investigate the impact of the factors that lead to the underperformance at Malaysia
Airlines
 To provide recommendations for mitigating the factors that lead to the
underperformance at Malaysia Airlines

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Underperformance of Malaysia Airlines
Motivation and training of employees
Lack of innovation
Working environment
Customer service
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1.4 Research framework
Figure 1: Research framework
(Source: Created by author)
2.0 Research methodology
2.1 Research methods
The research method undertaken will help the research to commence by identifying
the relevant approach, design and philosophy for conducting the research. The emphasis is on
identifying the channels that will be used for collecting the data so that the quality can
improve and help in studying the factors that lead to the underperformance at the Malaysia
Airlines. As stated by McCusker and Gunaydin (2015) the research methods analyses the use
of research philosophy, research design as well as the research approach necessary for
conducting the research. The strategy for the research is also analysed for conducting the

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research. The analysis of these four methods will be undertaken with its proper application in
the current research topic.
Research philosophy: The research philosophy is a set of approaches based on which
relevant data is collected so that proper study can take place. In case of using research
philosophy successfully, three principles are used that include positivism, interpretivism as
well as realism. Berger (2015) is of the opinion that the use of positivism research philosophy
is made to observe and describe specific phenomenon based on the viewpoint of the research
objective. Hence, it is necessary that the interference be restricted to a particular
phenomenon.
The application of interpretivism philosophy can be considered as the view and
opinions of different individuals with respect to specific research topic. As identified by
Davies and Hughes (2014) one of the disadvantages of the application of interpretivism is
that it is based only on the assumptions of the people and lacks any type of scientific proof
that can be presented with the assumption.
On the other hand, the realism is considered as the mixture of the positivism
philosophy as well as the interpretivism philosophy. McNabb (2015) is of the opinion that the
characteristics are a mixture of the other two philosophies and thus, the application of it can
have a mixed effect on a research. In the case of realism research philosophy, Lampard and
Pole (2015) stated that the views and opinions of the individuals are considered along with
the use of facts and logic for making suitable observation.
In order to study the factors that result in the underperformance at Malaysia Airlines,
it will be necessary to apply positivism research philosophy. According to Lewis (2015), this
is mainly because the potential factors that are considered as phenomenon for the
underperformance can be analysed in a scientific manner. Hence, the researcher will be able

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to compare the data that will be associated in order to identify the required information
necessary for identifying the factors.
Research design: Research designs help in analysing the data in a more planned and
structured manner. The appropriate application of research design helps in responding to the
research objectives and questions. Hence, as observed by Bernard (2017) the types of
research designs that can be taken into consideration include:
Descriptive research design: The descriptive research design can be considered for
providing description about the issues and the reasons that lead to the development of the
issues. Therefore as stated by Davies and Hughes (2014) explicit research can be conducted
on the core problem so that an analysis of the factors and the issues can be conducted in a
proper manner.
Explanatory research design: The explanatory research design helps in providing an
explanation that lead to the rise of the issues. As stated by McCusker and Gunaydin (2015) a
detailed explanation is provided that highlights the reasons behind the development of the
issues as well as identifies the manner in which mitigation techniques can be adopted for
conducting a proper research.
Exploratory research design: The exploratory research design highlights the ideas
that lead to the exploration of the issue and at the same time helps in conducting research that
can be used both as a theoretical as well as in a practical manner.
For the research on identifying the factors that lead to the underperformance of
Malaysia Airlines, the use of descriptive research design will be undertaken. This is because
the application of the descriptive research design will help in explaining the factors in a more
detailed manner.

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Research approach: The research approach helps in validating the questions that are
associated with a research. The research approach is normally of two types that include the
inductive approach and the deductive approach:
Inductive research approach: The inductive research approach consists of evaluation
of new concepts and theories that can help in the development of the research. Flick (2015) is
of the opinion that the theories and concepts are obtained after observation and collection of
data from primary sources of analysis. This can help in improving the research aim.
Deductive research approach: The deductive research approach helps the researcher
to validate the research questions with the help of the literature review and after collecting the
data from the survey. Brannen (2017) is of the opinion that the deductive research approach
helps in aligning the observations and the data of the literature review. Any theories and
concepts can be aligned with the deductive research approach.
For this particular research, the researcher will use the application of deductive
approach. The reason for the application of the deductive research approach is that the
research questions will be validated and based on the validation the successful
commencement of the research will be able to take place.
Research strategy: The research strategy helps in determining whether the
investigation is going as plan. The selection of appropriate research strategy can help in
reaching the research objective. Hence, as stated by McNabb (2015) the researcher can adopt
a systematic manner in order to gain an understanding of the topic at hand. The existing types
of research strategies include survey, action research, interview and case study analysis.

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Survey: The survey research is conducted by collecting data from specific population
that are either large or small. The preference of survey research strategy is that it can help in
aligning the viewpoint of the population as well as the researcher.
Action research: The action research includes providing the research in a manner that
can be made valuable to the researcher. Actions plans are developed and the research is
conducted using the specific plans so that a timely conduct of the research can take place.
Interview: The interview method consists of face-to-face interrogation with the
managers of an organisation. Direct and open ended questions relevant to the topic is asked
with the hopes of gaining an elaborate answer that can be used to commence with the
research.
Case study: The case study analysis is a secondary analysis that identifies any real
case scenario. The application of case study is preferred with the application of interpretivism
research philosophy.
For this research to be conducted in a proper manner, the application of survey
research strategy will be used. This is because direct results from the employees working at
Malaysia Airlines will be derived and based on it analysis will be conducted that will help
with commencing with the research.
2.2 Sampling methods
In order to continue with the effective analysis of research, it is necessary that an
adequate sample size be maintained. As stated by Bryman (2017) the reason for maintaining
an adequate sample size is that it can help in the validating as well as the reliability of the
data. Therefore, two types of sampling methods are used for conducting a proper sampling of
the respondents. These include:

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Probabilistic sampling method: The probabilistic sampling method provides equal
chances or random possibility for every participant to be selected for the research. As stated
by Lewis (2015) in this type of sampling method a handful of people are selected for taking
part in the research. The population that is selected is from a large pool of people and based
on the analysis of the sampling size the authentication as well as the reliability is determined.
The probabilistic sampling method helps in addressing the objectives of the research.
Non-probabilistic sampling method: The non-probabilistic sampling method includes
offering the participants an opportunity to be selected on merit. The researcher selects the
participants based on the research topic, aims and objectives. The selection is based on the
creditability of the employees and based on it the researcher undertakes the research that
helps in the analysis of the topic. Thus, as pointed out by Bernard (2017) the quality of the
research conducted after the non-probabilistic sampling method can be enhanced as the
researcher remains aware of the people that have been selected and the contribution they can
make for the development of the research.
For conducting research on the factors that contribute to the underperformance at
Malaysia Airlines, the use of probabilistic sampling method will be considered. This is
mainly because equal opportunities of each of the employees working at Malaysia Airlines
will be provided and the sample size can be large. The viewpoints and opinions of all the
employees will be analysed based on the use of probabilistic sampling method.
2.3 Data collection
Data collection process can be classified into two types depending upon the manner in
which the data need to be interpreted. According to Berger (2015), data collection type can be
mainly of two types that include the primary and secondary data collection process. Both

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these processes help in the development of a research by considering the authenticity of the
data.
Primary data collection method: The primary collection of data is based on gathering
information on a first hand basis. As stated by Bryman (2015) the participants of the research
are directly approached and the viewpoints of the participants are analysed by conducting
relevant research techniques. The aim of collecting the primary data is that it can help in
reaching the objectives of the research based solely on the information collected on a first
hand basis. Flick (2015) is of the opinion that the advantage provided by the collection of
primary data is that the information received is new and updated. Hence, validity of the data
collected rests solely on the information from the participants. Primary data is collected by
using techniques such as survey or interview methods.
Secondary data collection method: The secondary data collection method is based on
information that already exists. It uses resources such as books, journals and websites for
gathering information about a topic. Brannen (2017) is of the opinion that the application of
secondary data collection method helps in identifying the existing works and make
comparison between the concepts and theories that has already been used. Unlike the primary
research, the collection of secondary research is based on already existing sources. Hence, as
identified by Lampard and Pole (2015) no new information is gathered. In fact, it can help in
making comparisons between the existing information and the new information that is
available. Hence, the secondary data collection method helps to ensure validity of the
research by comparing existing works of scholars.
The research on studying the factors that lead to the underperformance at Malaysia
Airlines will be done using primary data collection method. This is mainly because the
information that will be obtained will be first hand as well as first time information that had

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not been gathered earlier. Hence, the recent changes or factors that lead to the
underperformance will be analysed by taking into consideration recent updates associated
with the research.
2.4 Data analysis
After collecting the data, it is necessary for a researcher to conduct an analysis of the
data. As stated by Davies and Hughes (2014) data analysis is usually done by considering two
types of techniques. These techniques include:
Quantitative data analysis technique: The quantitative data analysis technique
focuses on the quantity of the data. It is defined as the data analysis technique that considers
numerical statistics of an individual. As stated by Flick (2015) the number of participants is
taken into consideration and the responses provided by them are analysed for conducting the
research in an effective manner. The numerical data are derived and supported with
information that is available throughout the research. McNabb (2015) is of the opinion that
the advantage of the quantitative data is that the data gathered are usually validated by from
the results of the respondents and the analysis of the already existing data. The analysis of the
quantitative data is done by using the tool Statistical Package for the Social Sciences (SPSS),
bar graphs and pie charts.
Qualitative data analysis technique: The qualitative data analysis technique focuses
on the quality of the data and the analysis is done by undertaking the transcript associated
with the data. McCusker and Gunaydin (2015) stated that the recorded data and the quality of
the data are maintained by the use of the secondary sources of analysis. The analysis of this
data is done by considering the viewpoints, opinions, arguments and counter arguments of
scholars. At the same time, as pointed out by Lampard and Pole (2015) support is provided

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by taking into consideration relevant information and data related to research topic. The
validation of the data is ensured by the research conducted via journals, books and websites.
For this research, the researcher will take into consideration the quantitative data
analysis technique. This is mainly because the quantitative data analysis technique will help
in the development of the numerical statistics associated with the responses of the employees.
This will help in determining the factors that lead to the underperformance of Malaysia
Airlines.
2.5 Ethical issues
In order to conduct in an ethical manner, it is necessary to take into consideration
certain ethics that can help in maintaining the validity of the research. As stated by Bryman
(2017) it is necessary that the research be conducted ethically so that its credibility as well as
its reliability can be accounted for. Therefore, while conducting the research on the primary
data analysis related to the Malaysia Airlines certain ethical considerations need to be
maintained. The ethical considerations are mentioned in the Data Protection Act 1998, which
represents and oversees ethical data collection methods. These include:
Confidentiality of data: Confidentiality of data ensures that the research conducted is
not made into public. The confidentiality of the data need to be maintained by ensuring that
the facts, figures and information shared by the participants are not disclosed in public or
shared in any manner apart from the research. According to Lewis (2015), individual consent
need to be provided for the sharing of information outside the field of research. The main
reason for the confidentiality of the data is to ensure that biasness or differences of opinions
of the participants are not exposed. Hence, arguments can be restricted based on any form of
biasness related to the research.

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Willingness of the participants: It is necessary to ensure that the participants of the
research have a willingness to be involved as a part of the research. As pointed out by
Bernard (2017) the willingness of the participants needs to be the based on the consent
provided by the participants. Any type of force applied on the participants can be considered
as unethical mainly because the willingness of the participants is violated in the process.
Participants can be made to sign consent forms so that any form resistance can be countered
and most importantly provide the participants with an opportunity to share their views about
participating in the research.
Damage to the environment: It is necessary to take into consideration the natural
environment while conducting the survey. No objects or living things can be violated for
conducting the research. Violation or vandalism of any type of property, either public or
private can be considered as an ethical violence. Prohibition of such environment is strictly
forbidden for the researcher and thus, the development of the research need to be based on
this particular consideration.
Authentic data collection: It is necessary to ensure that the data collected is authentic
so that any form of controversy can be avoided. Brannen (2017) stated that false information
can be considered as an ethical violence as it signifies leading the research in favour of the
researcher. Every data made available or used need to be validated and authenticated so that
the high quality of the data is maintained. The research work needs to be collected from
original sources such as Government websites or official websites of the concerned
companies.
Influencing the participants: This particular research ethic can be considered as
important mainly because it addresses the validation of the research as well as the willingness
of the participants. As stated by Bryman (2015) unwilling participants cannot be bribed or

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influenced in order to take participation. At the same time, in order to gain results in favour
of the researcher, the participants cannot be provided with any form of bribery. The
argumentative nature of the research need to be taken into consideration while preparing the
research.
3.0 Gnatt chart
28th
week
24th
week
20th
week
16th
week
10th
week
4th
week
1st
week
Main activities
Selection of the
topic
Conduct of the
literature review
Formulating the
research methods
Collecting primary
data
Analysing and
interpreting the data
Identifying the
findings
Conclusion and
Recommendation
Submission

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Reference
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qualitative and quantitative approaches. Sage Publications.
Bernard, H.R., 2017. Research methods in anthropology: Qualitative and quantitative
approaches. Rowman & Littlefield.
Brannen, J. ed., 2017. Mixing methods: Qualitative and quantitative research. Routledge.
Bryman, A., 2015. Social research methods. Oxford university press.
Bryman, A., 2017. Quantitative and qualitative research: further reflections on their
integration. In Mixing methods: Qualitative and quantitative research (pp. 57-78). Routledge.
Davies, M.B. and Hughes, N., 2014. Doing a successful research project: Using qualitative
or quantitative methods. Palgrave Macmillan.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Lampard, R. and Pole, C., 2015. Practical social investigation: Qualitative and quantitative
methods in social research. Routledge.
Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five
approaches. Health promotion practice, 16(4), pp.473-475.
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methods and choice based on the research. Perfusion, 30(7), pp.537-542.
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methods. Routledge.