Marketing Strategy and Plan

Running head: MARKETING
Marketing Strategy and Plan
Name of the Student:
Name of the University:
Author Note:

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Table of Contents
Introduction:....................................................................................................................................2
Rationale for the Chosen Resign Design.........................................................................................2
Choosing Specific Methodology for Informing Research Question and Meeting Research
Objectives........................................................................................................................................3
Providing a rationale for your chosen research methodology/methodologies.................................5
Key considerations in the research process.....................................................................................5
Information to be collected, analyzed and presented.......................................................................7
Conclusion.......................................................................................................................................8
References......................................................................................................................................10

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Introduction:
The aim of the report is to provide an overview of the research brief of the Singapore
Airlines. The report commences with the rationale for chosen research mentioned in Part of the
report. The report further discusses choice of specific methodologies that are accurate in
informing research question and in meeting the objectives of the research. The report also puts
across a rational for the chosen methodologies of research. There is also discussion on the key
considerations of research process taking into consideration the chosen methodologies of
research. The report also provides insight into information that required collection by market
research agencies taking into consideration the research methodology and the manner in which
the information needed to be collected.
Rationale for the Chosen Resign Design
The research paper focuses on the descriptive research design since it’s primarily aims
at describing the characteristics of the phenomenon or the population being studied (Nassaji
2015). Some of the benefits or advantages of this research includes:
 Participants or subjects are observed in unchanged or natural environment.
 This particular research might act as the pre-cursor of future research since it
could be helpful for identifying the variables to be tested.
 The data collection under this research allows the gathering of the in depth
information that are qualitative in nature. This allows for multifaceted approach of
data collection.

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This research paper does not focus on the correlation research design since the research
did not take into consideration the two variables for understanding and accessing statistical
relationship between them without any influence of the extraneous variable (Burns, Bush and
Sinha 2014). Further, correlation studies did not help in establishing causation. Even with
stronger correlation amongst the variable, it is not possible to assume that one of the variables
leads to changes in other variables. Correlational relationships are examined when the
relationship is linear.
This research paper also did not focus on the experimental research which is a scientific
and systematic approach towards the scientific method where scientist manipulates the variables
(Knobe and Nichols 2013). There are also some limitations of this research as it leads to the
creation of the artificial situations that does not always portray the real life situations. Besides,
the health, mood and the life experience of the test subject does not influence the reaction and the
variables might not be known to researchers.
Choosing Specific Methodology for Informing Research Question and Meeting Research
Objectives
The research study of Part 1 applies to the primary method of the data collection by
conducting interview of 5 important people and secondary data through analysis of previous
literature. The primary method of data collection however has the following advantages (Cleary,
Horsfall and Hayter 2014):
 It helps in resolving the particular issues of the research: This method collection of data
enables in gathering the accurate information that researcher prefers to know and