Marketing Strategy and Plan

This report provides an overview of the research brief of Singapore Airlines, including the rationale for the chosen research, specific methodologies used, key considerations in the research process, and information to be collected, analyzed, and presented.

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

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undertakes reporting in a manner beneficial to the situation of the organization (Zikmund
et al. 2013).
 It provides better accuracy: This is because the primary data possess higher accuracy as it
is collected from particular population.
 Leads to superior levels of control: The method allows marketer in taking control of not
only the method but also research design. Further, the researcher have increased amount
of control over gathered information.
 It helps in providing ownership of the information: The information collected is not
shared with others and the procedure aids in hiding information from the competitors.
(Burns, Bush and Sinha 2014).
However, the secondary method of collection of data refers to the data collected by a person
other than the user. Common source of the secondary data for this particular research includes
the censuses, information collected on airline industry and data on the Singapore airlines
(Johnston 2017). This secondary data for this research has been collected from the various
literatures related to the Singapore Airlines and Airline Industry.
The research of Part 1 primarily concentrates on the interview method which is effective
for the qualitative research. The method help in explaining, better understanding and explores the
research behavior, experiences, phenomenon, behavior and opinion. The questions of the
interview are mostly open ended that allows in depth collection of information (Etikan, Musa
and Alkassim 2016).
The primary advantages of the interviews include:

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 Selection of the suitable candidate: The process allows selection of the suitable
candidates through the process of interview since through interview a lot can be known
about a candidate.
 Collection of the primary information: Interview helps in the collection of new, fresh
and primary information required.
 Sufficiency in information: The method allows collection of sufficient information
through the process of interview process.
 Time saver: Interview helps in saving time for selecting the ideal candidate.
Communication is accomplished in a very short period of time through interview.
Providing a rationale for your chosen research methodology/methodologies
The choice of the research methodology in Part 1 is a mixed methodology that includes
both the quantitative method and the qualitative method. In quantitative method, research
methodology allows examination of the question or the problem through surveys or experiments.
Each step of this research is standardized for reduction of the bias while undertaking the analysis
or the collection of bigger data. A major advantage of this approach lies in its reliability, validity
and generalization in terms of the larger population.
The research also focuses on the qualitative studies through the adoption of the interview
process. As interview is conducted on five different people so the study cannot be replicated
(Bryman 2017).

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Key considerations in the research process
The chosen design and methodology for the research study includes application of
descriptive study design and mixed research methodology. Descriptive research design is useful
in describing the qualitative as well as quantitative aspects of the research topic on a social and
humanitarian perspective. This is mostly used for perspective analysis (Nassaji 2015). Since, the
research topic aims to study the motivational factors behind the choice of the customers
regarding selecting particular airlines, it is important to assess the perspectives of the customers
on various other factors, such as, price of the tickets of the airlines, additional services, service
quality, delay history, accident history etc. Hence, by using descriptive research design, the
gathered information on the consumers’ perspectives will be illustrated. Regarding the usage of
mixed methodology, using both qualitative and quantitative methods helps in providing a more
in-depth insight about the research phenomenon. While qualitative method is useful for
presenting the social implications of the research topic by evaluating non-numeric data using
interpretation skills, logic and judgment of the researcher, quantitative method is useful to
address the research questions in a mathematical and scientific way by evaluating the numeric
data (McCusker and Gunaydin 2015).
Thus, the key considerations in the research process were to formulate SMART research
objectives and assessing the possible limitations of the study that can hamper the effectiveness of
the research outcome. The researcher constructed SMART objectives for the study, that is,
Specific, Measurable, Achievable, Realistic and Time-Bound. The SMART objectives can be
easily addressed using the chosen research design and research methodology. Using both the
qualitative and quantitative data and analysis methods, as the specific factors that influence the
choice of the customers can be explored, the position of the Singapore Airlines can be measured,

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the challenges that the airlines face can be achieved and the motivations of the customers can be
assessed as realistic factors and the study can be conducted in a precise manner within a given
time line. Another important consideration is to assess the potential limitations, which can be
handled while conducting the study. For example, the differences in culture of the consumers can
influence the selection choice of the customers, and this can be understood through qualitative
study, poor selection of literature can lead to poor framing and selection of interview questions,
which would lead to ineffective outcome and to handle this issue, quantitative secondary data
would be useful to validate the findings from the primary qualitative data (McKim 2017). Thus,
the considerations are aligned with the chosen research design and methodologies.
Information to be collected, analyzed and presented
The researcher has chosen descriptive research design and mixed methodology, that is,
application of both qualitative and quantitative analysis methods will be done in the given study.
Hence, the market research agency will collect both qualitative and quantitative data. To collect
both these type of data, both primary and secondary data will be required. The market research
agency will collect primary qualitative data through interviews and secondary quantitative data
from various secondary sources, such as, website of Singapore Airlines, its annual reports,
accident history, delay history, ticket price, etc. This approach will be adopted as per the chosen
research design and methodology. Both types of data will help in describing the findings in a
more insightful manner. Primary data will be collected as it helps in getting the perspectives of
the people associated with the research subject directly. It is useful in understanding the precise
requirement of the research topic and also to get direct idea about potential solutions to the
research questions. Hence, an interview will be conducted using 10 open ended questions that
would address the research topic precisely. 5 interviewees will be chosen using purposive

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sampling from the Singapore Airlines management and regular knowledgeable customers as they
are expected to have experience and idea about the perspectives of the consumers regarding the
selection of the airlines. Using this data collection technique, qualitative data will be collected.
On the other hand, some statistics of the Singapore Airlines will be collected to validate
the findings from the primary data (Brannen 2017). These secondary quantitative data will be
analyzed using quantitative methods, such as, descriptive statistics to get the mean value of the
data, and correlation, regression, cross tabulation or paired t-test as per the requirement and
nature of the data. The findings from the quantitative analysis of the secondary data will help to
understand the pattern of the performance of the Singapore Airlines and also to understand the
quality of services.
Both types of findings will be presented in a comprehensive, descriptive manner along
with visual presentation tools like charts, graphs, and tables for convenience of understanding the
findings. The results of both types of data analysis will be presented followed by its description
or interpretation. Lastly, the judgment on whether the research objectives have been fulfilled in
an appropriate and accurate manner will be provided. Both types of findings will be compared to
understand the similarities and differences in the perspectives of people and the actual data. This
will help to understand the potential challenges of the airlines and take measures accordingly.
Conclusion
From the above discussion on the rationale of the chosen research design and
methodology, it is seen that the researcher have not chosen the correlational or experimental
research design, as it is an exploratory study and neither any research hypothesis is formulated to
evaluate a particular correlational relationship between the research variables nor any experiment

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will be conducted. Several research questions are framed and the objectives are framed as
SMART objectives. Hence, descriptive research design is appropriate for this study. Moreover,
both the qualitative and quantitative data and research methods will be applied to explore the
factors that influence the perspectives of the consumers regarding the choice of the airlines and
both primary and secondary data will collected and analyzed and presented in the descriptive
manner to answer the research questions. Application of these chosen methods will be useful in
exploring the factors that motivate the customers in choosing a particular airline and how
Singapore Airlines can influence their consumers to select their service while making a choice
regarding airlines.

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References
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