MARKETING QUESTIONS 8 8 MARKETING QUESTIONS Part 1: The Challenges of Singapore Airlines

Running head: MARKETING QUESTIONS
Part 1:
The task of the assignment would be exploring the market challenges faced by Singapore
Airlines. The aim would be studying the present market operations of the airlines company to
recognize the challenges it is facing in the international market and taking appropriate steps to
deal with these challenges.
A questionnaire is a primary research instrument which can be used to obtain information
from a predetermined population of respondents. Saunders eta l. (2016) mentions that
questionnaire are helpful in obtaining primary data from respondents like customers.
Questionnaires are appropriate methods to collect information when the topic of research
requires current information based on the present market scenario. The responses gained from
the respondents can be used to conduct the research in a deductive method.
The topic of the study would be delving into the present market position of Singapore
Airlines. This would require exploring the present market position of Singapore Airline both as
an employer as well as a service provider with respect to its competitors.
The choice of research methodology in the paper would a combination of both qualitative
as well as quantitative analysis.
The target population for the online questionnaire survey would be customers of
Singapore Airlines. The aim would be obtaining responses at least a hundred customers so that a
sizeable primary information is obtained to carry the research on.
The choice of questions for the questionnaire would focus the customer preferences of
the customers regarding airline service provider. The questions would also aim to gain

MARKETING QUESTIONS1
information on the other airline companies which the customers are preferring to Singapore
Airline.
The next section would consist of online questionnaire which Singapore Airline would
use to conduct the survey. It also outlines the ethical issues which have to complied with during
the survey.
Part 2:
Topic of the questionnaire:
The topic of the questionnaire would be ‘Market challenges faced by Singapore
Airlines’. The respondents would be the customers and officials would the airline company
owned by the Government of Singapore.
Research question: What are main challenges Singapore Airlines faces in terms of market
position and profitability?
Directions to complete the questions:
The questions should appear on the website of the Singapore Airlines Limited and its
subsidiaries. The respondents should in no way be forced to answer all questions. However, it is
preferred that they answer all questions. Personal questions like income and profession can be
skipped. The questionnaire should encourage the respondents to comment and express their
views. However, in no way should the approach of the questionnaire force them to express their
views.

MARKETING QUESTIONS2
Next steps based on question screening:
The responses to each question would be screened and presented on an excel sheet. Then
the findings should be analyzed statistically. All the response should be considered.
Research objectives:
The objective of the research is to explore market challenges which Singapore Airlines is
facing. The questions are designed to prompt respondents to answer questions regarding
Singapore Airlines and gradually shifting towards its competitors. For example, in case of
questions 10 and 11, the response collected speak about other airline companies in large
numbers, it means that Singapore Airline is facing stiff competition. The survey would also
enable the company to locate the chief competitors of Singapore Airlines.
Date collection method:
The data collection method should be primary as well secondary. The primary data
collection method should consist of online survey based on the questions mentioned below. The
secondary data analysis should involve study of books, articles and newspapers. The official
website of the airline company should also form an important source of secondary data.
Ethical issues:
The online survey should not force respondents in any way to participate in the survey.
The survey should in no way promise of reward. The consent of the respondents should accepted
at the end mentioning that their responses might be used for sole purpose of research.
Question
nos
Questions
1 How often do you travel?