Market Research Proposal 4 MARKET RESEARCH PROPOSAL Market Research Proposal 4 MARKET RESEARCH PROPOSAL Market Research Proposal

Running head: MARKET RESEARCH PROPOSAL
Market Research Proposal
Name of the Student:
Name of the University:
Author note:
Total word: 3000

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MARKET RESEARCH PROPOSAL
Executive summary
This research proposal highlights the need for exploring the perception of airlines customers
regarding the environment friendly initiatives and whether the perceptions are varied according
to the type of travelers. The International Air Transport Association (IATA) aims to understand
the perception of the passengers and their awareness about sustainable flying and based on the
findings, new measures should be planned and implemented to reduce the carbon footprint of the
member airlines. To conduct this research, primary data will be collected through a survey
process. 1000 passengers each for Delta Air Lines and Alaska Air will be reached out to
participate in the survey. Close ended questions with replicable scales will be used for data
collection. Quantitative analysis process will be applied on the data to get the findings.

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Table of Contents
1.0 Introduction................................................................................................................................3
2.0 Background of International Air Transport Association (IATA)..............................................3
3.0 Business objectives....................................................................................................................4
4.0 Research aim and objectives......................................................................................................5
5.0 Secondary research....................................................................................................................6
5.1 Impact of air travel on the environment................................................................................6
5.2 Methods of reducing environmental damaging practices by the airlines..............................8
6.0 Research Methodology............................................................................................................10
6.1 Research approach...............................................................................................................10
6.2 Research design...................................................................................................................10
6.3 Research strategy.................................................................................................................11
6.4 Data collection method........................................................................................................11
6.5 Sample size and technique...................................................................................................12
6.6 Data analysis method...........................................................................................................12
7.0 Timeline and budget for the project.........................................................................................13
References......................................................................................................................................14
Appendix........................................................................................................................................18

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1.0 Introduction
Environmental sustainability is a major concern in the modern world and all types of
industries across all the nations are taking measures to reduce their carbon footprint. Transport
industry is one of the major ones that contribute in the air pollution and consequent global
warming and the airline industry is one of the industries in the transport sector that puts a
pressure on the environmental sustainability (Mattioli 2016). The global awareness about
sustainability has increased quite significantly in the past decade and thus, customers also are
preferring responsible business operations from the industries, including the airline industry. In
the past few years, the airlines are taking initiatives for improving their environmental image in
the market and implementing measures to reduce their carbon footprint (Mihai, Eva and
Munteanu 2019). This paper will put forward a proposal for a market research to be conducted
by the International Air Transport Association (IATA) to understand the customers’ perceptions
about the carbon emissions by the airlines and to get ideas about the possible enhancement
measures that can help to improve the environment friendly image of the airlines to the
customers.
2.0 Background of International Air Transport Association (IATA)
International Air Transport Association (IATA) represents a trade association of many
airlines of the world. It was established in 1945. It represents around 290 carriers of the total air
traffic, which is about 82% (Iata.org 2020). IATA also supports different aviation activities and
formulates the industry policies regarding aviation issues. During establishment, the association
had 57 member airlines from 31 countries, majorly from North America and Europe, however,
currently it has around 290 members from 120 countries. The International Air Transport

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Association (IATA) prioritizes about safety, security, services, simple business operations,
establishing internal industrial relationships and implementing environment friendly measures.
The Billing and Settlement Plan of IATA acts as the industry’s financial backbone by managing
around $270 billion of funds, which is generated annually from the sales of airlines tickets done
by the travel agents (Brzezinski and Sullivan 2017). The members of IATA consist of both the
passengers and freight carriers and it has its own offices in almost 53 countries
(Centreforaviation.com 2020).
3.0 Business objectives
The major business objectives of IATA include long-term improvement plan for the
global aviation industry. Creating a systematic structure for higher profits, developing
sustainable technologies for meeting the needs of the consumers and ensuring the availability of
the resources for building the sufficient infrastructure for meeting the demands are some major
business goals and objectives of IATA. According to the association, by 2050, there will be
around 16 billion flight passengers yearly and the freight will be around 400 million tonnes a
year (Forsythe, Rieffer-Flanagan and Moorehead 2016). Hence, there is a great potential for
business growth in the future with increase in the number of passengers and freight.
However, although the number of passengers is steadily increasing, the awareness about
environment damage, depleting reserves of natural resources, increasing carbon footprint through
business, global warming and climate change is rapidly increasing too (Zhang et al. 2019). The
media is playing a very important role in spreading the awareness about climate change and its
effects to the world. Hence, with a rise in air traffic, the carbon footprint in the environment is
increasing too. As the knowledge and awareness about the environmental issues from the airline