Market Research Analysis - People Chose Low-Cost Carrier

Added on - 25 Sep 2019

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Running head: MARKETING RESEARCH ANALYSISMARKETING RESEARCHANALYSISLow cost carrier
MARKETING RESEARCH ANALYSIS1Table of Contents1.0Research method...................................................................................................................21.1Subject...............................................................................................................................21.2Research Instrument..........................................................................................................21.2.1Survey Planet.............................................................................................................21.2.2IBM SPSS..................................................................................................................31.3Question design.................................................................................................................3Price factor...............................................................................................................................5Convenience factor..................................................................................................................6Service factor...........................................................................................................................61.4Data collection method.....................................................................................................81.5Research hypothesis and Statistical Analysis...................................................................91.5.1Paired sample T-test..................................................................................................91.5.2Regression................................................................................................................111.6Assumptions....................................................................................................................113.7 Limitation............................................................................................................................124.0 Result of the study...................................................................................................................124.1 Hypothesis testing................................................................................................................125.0 Discussion................................................................................................................................156.0 Conclusion...............................................................................................................................166.1 Managerial values from t-test analysis................................................................................16References......................................................................................................................................17Appendix........................................................................................................................................17
MARKETING RESEARCH ANALYSIS21.1Research methodThe research method is used to conduct the research. In this chapter, various researchmethod is used to test the theoretical framework which is represented and discussed.Various types of research method are used for evaluating why people chose the low-costcarrier.(Bowen G. A. et.al.,2009).1.2SubjectThe subject of this chapter is to analyze the situation of why people chose the low-costcarrier and the various types of methods for evaluating it. Survey planet and SPSS(Statistical package for the social science) are research methods used to determine theimportance of Low-cost carrier and why people prefer to use the low-cost airline forserving their traveling purpose.1.3Research InstrumentResearch instrument is a type of measurement tool which is formulated to get data. Inthis research paper, research instruments are used to find out the how many people uses alow-cost carrier, the main reason for choosing the low-cost carrier and the purpose of thestudy. It is determined with the help of questionnaire and survey methodThe research instrument used in the research study is surveying planet and SPSS that is aStatistical package for the social science. Data is collected with the help of survey inwhich following instruments are used. (Creswell J. W. et.al.,2007).1.3.1Survey PlanetSurvey planet is the type of instruments which are used to survey the data throughonline. Survey planet is an online survey site. This online survey site helps to evaluate
MARKETING RESEARCH ANALYSIS3or collect the unlimited surveys and the responses for that survey, surveys which werewritten earlier that is a pre-written survey that is which is done by other and thesharing surveys which are shared on the social media sites by the other researcher.Pro users of the Survey planet can also access the different types of featuresassociated with this which is additional features of Survey planet that are customtheming, exporting to CSV and one can store the survey unlimited on the surveyplanet online site.(Hales A. S. et al., 2014).1.3.2IBM SPSSIBM SPSS (Statistical package of social science) is another type of researchinstrument which is used in this research study it is used to collect the data and isused for deployment and authoring of the survey, text analytics, data mining, andcollaboration.IBM SPSS is a latest version statistical tool which is used to evaluate the data whichcan be complex data and helps to find out the research by deploying several statisticaltools or method.(Field A. et.al.,2013).1.4Question designThe question design is also called research design. In this research study, quantitativeresearch design is used to conduct the research on a low-cost carrier. Quantitative type ofresearch designs is steady with the deducible approach of research (but they do not haveto be included). The quantitative research design is more relevant for the testinghypothesis that cannot be done with the help of qualitative research design. Quantitativeresearch uses a specific instrumental and collection of data techniques and developed
MARKETING RESEARCH ANALYSIS4tools of statistical analysis for generating knowledge and is also helpful in drawingconclusions.This type of research is also appropriate with the positivity of the philosophy. This is theone of the only approach or strategy in which findings can be easily generalized to someextent across the populations. The quantitative approach is better than another qualitativeapproach for testing the hypothesis for the research. But the choice of quantitativeresearch design has some limitation to some extent. On the other hand, it is very muchuseful to complete the research on specific time. So, this is the most relevant approach.There is only two major research design of quantitative that can be included in theresearch study. Firstly, the research design is a survey method in which the researchercan measure the independent and dependent variables and try to compare them orinclude them as per requirement without doing the manipulation. Secondly, the researchdesign is an experiment in which the researcher alter the independent variable and toevaluate the effect of this with the manipulation of the variable which is dependent. Thisresearch study uses only uses the survey research design for conducting the research bothfor the practical reasons, and there is no appropriate or affordable way for designing theexperiment for the questions of the research. This research needs to view this research inmore generalized and broad way and need to include the larger sampling size to knowthe factor included in low-cost carrier choice which can be done with experiment. Themost of the existing empirical literature on the choice of airline also supported the use ofsurvey research design in spite of using experiment.Survey method is used to collect the data directed from the responses by using briefResponses, and the respondents can easily give answers relevantly. Adequacy rate of
MARKETING RESEARCH ANALYSIS5responses and being able to use this data is also a crucial part of using the surveyresearch design.A standardized research design is used that is questionnaire is used with the help ofLikert scale for collecting the data.(Creswell J. W. et al., 2013).Questions related to the three factors that are price, convenience and service are asfollows:Price factori)Price factor is the main reason for selecting low cost carrierStrongly agreeAgreeNeutralDisagreeStrongly disagreeii)Is the prices are low in the low cost carrier?Strongly agreeAgreeNeutralDisagreeStrongly disagreeiii)Is the prices of low cost carrier are affordable to all classes of people?Strongly agreeAgreeNeutralDisagreeStrongly disagreeiv)Is the prices of low cost carrier are lower than the high cost carrier?Strongly agreeAgreeNeutralDisagreeStrongly Disagreev)Is there large gap between the prices of low cost carrier, normal and high cost carrier?Strongly agreeAgreeNeutral
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