Airline Customer Satisfaction Survey Analysis

This assignment evaluates a proposed customer satisfaction survey for airlines focusing on both Full Service Carriers (FSCs) and Low-Cost Carriers (LCCs). It critically analyzes the survey design, including the hybrid method of data collection, questionnaire structure, and potential biases. The analysis highlights areas for improvement, such as simplifying the questionnaire, adapting it for diverse literacy levels, and choosing a more efficient data collection method like an online survey. The assignment concludes by emphasizing the importance of clear methodology, respondent selection, and well-designed questionnaires for accurate and meaningful results.

Running head: METHODOLOGY TO BUSINESS RESEARCH
METHODOLOGY TO BUSINESS RESEARCH
Name of the student
Name of the university
Author note

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Table of Contents
01. INTRODUCTION:....................................................................................................................3
02. Administration Method Used in the Survey:.............................................................................3
03. Advantages and Disadvantages Involved in the Methodology (Self-Administrative
Questioning Method):......................................................................................................................5
04. Reflections on Self-Administrative Methodology:...................................................................6
05. Suggestions to Improve the Self-Analyzing Procedure:............................................................7
06. Essential Changes in the Questionnaire:....................................................................................7
07. Results & Conclusion:...............................................................................................................8
08. References:................................................................................................................................9

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01. INTRODUCTION:
The prime focus of this report determine the appropriateness of the administrative
structure/model utilized for constructing the pilot questionnaire distributed to 20 respondent
simultaneously with the objective for improvisation in the same. The most valuable concern was
to interpret and accept the customer demands and perspectives towards Full Service Carriers
(FSCs) and Low Cost Carriers (LCCs). In addition to this, the report presents an initiative to
describe and analyze the areas where there is a reflection of presence of an issue.
Simultaneously, the questions and statements that need a reconfiguration also has been briefed
before the distribution among a greater number of respondents (Alava, Wailoo and Ara 2012).
The report further describes the methodologies involved in fulfilling the pilot test questionnaire
alongside, the advantages and the disadvantages are discussed for the development of the
administrative method in the survey. The major limitation lies in the fact that most of the
respondents had a difficulty in understanding of the questions in the questionnaire, which calls
for modifications to the final testament.
02. Administration Method Used in the Survey:
The objective of the survey as pre-mentioned was to locate the issues with the
constructed questionnaire prior to the release of the mass sample and following this it is hopeful
to introduce improvisations regarding the same. As a team, the discussed and decided
methodology was followed, that is the questionnaire method, which provides the respondents the
freedom to fill in the research objective without any interference and disturbance in this process.
Following the completion of the paper a casual discussion with the respondents was held to
know more about the shortcomings of the methodology used (Fowler 2013). This survey had a

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feature of Face-to-Face interviewing so that a direct feedback is received from them to
understand the concerns better. This way suggested a better communicating medium for both
ends. This is majorly a self-administrative questionnaire methodology.
Self-administrative questionnaire refers to the method to set a list of questions that should
be designed for the respondents to answer without any intervention from any researcher or
analysts. This is a self-targeted question set but always with the facility to provide a researcher to
capture the personal component. This might help, as the researcher would provide few
observations that would in return help in setting a more potential questionnaire to judge the
consumer views.
In accordance to Bowling self-administrative modes, some enlisted pointers are provided
in the following part of the report.
A) A traditionally developed methodology describes the way of doing a questionnaire to be a
procedure to provide the respondents with the facilities to fill the research paper and return once
it is done.
B) Utilizing a more technical methodology that is a computer to collect responses is another
process for the objective.
C) An automated process of telephonic interview can be conducted (Eller and Moreira 2014).

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03. Advantages and Disadvantages Involved in the Methodology (Self-Administrative
Questioning Method):
03) (i) Advantages of the Questionnaire:
1) This method single-handedly allows a researcher to collect a large volume of data and
thus, is capable of gathering a large amount of samples.
2) Comparison becomes easier and is more valid as the subject is judged on the same
questions.
3) An indirect method can help the researcher enquire about important and difficult issues,
which at times is not possible in a face-to-face session.
4) Lengthy questions can acquire the positioned through this process.
5) People are able to provide more genuinely without being conscious in this methodology.
6) In accordance to positivists, the quantitative data received using the methodology can be
used to set relevant theories and examine any existing hypotheses.
Hochstim theory established in 1967 further in addition to the existing facts of self-
administrative method for surveys explained that through a procedure like this, people
express their views without the burden to impress any individual or authority and as a result
of this anonymity a more insightful feedback in received from the respondents on any subject
directed for research.
This methodology has the potential to save both time and money (Acocella 2012).
03) (ii) Disadvantages relative to this questionnaire method:

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1) This method is often argued as inadequately understandable in form of various
information inclusive of emotions and /or behaviors.
2) Phenomenologists often comment that this methodology corresponding to quantitative
research is simply an artificial technique to collect limited information without proper
explanations.
3) There is lack of validity associated.
4) No possible way is present to determine the truth involved in the responses.
5) People might just read unlikely in each question and respond according to their
interpretations.
6) There is a research imposition linked with this method as a researcher prepares questions
according to self-assumptions and interpretations, which might not be sufficient for the
research (Patten 2016).
04. Reflections on Self-Administrative Methodology:
This particular method provides the respondents with the freedom to respond and express
views according to their understanding and interpretations and then is collected as quantitative
research information for better analysis of the situation. At times, a direct feedback from the
respondents is collected through a face-to-face session and simultaneously, at times, help was
provided to the respondents for the completion of the questionnaire (Graham 2013).
This method proves to be reliable and objective, focusing on the situation to analyze.
Statistics relative to the responses can be utilized to generalize any aspect of research.
Reconfigurations with the help of the responses fixes complexities oriented with the situation.
This procedure can evaluate the relationships between variables and finally can deduce the

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results and causes for the same. This is a brief data collection as compared to the qualitative
research and thus might not be subjected to a desired response.
Thus, following the results it is concluded as team to maintain a hybrid method to
conduct a research where the samples are considered to be the representatives of the population,
towards the subject chosen (Cameron, Glasier and Johnstone 2012). As, both a questionnaire and
a face-to-face interviewing becomes essential in determining a fact.
05. Suggestions to Improve the Self-Analyzing Procedure:
Few drawbacks of a self-administrative method are already pre-mentioned in the report.
In accordance to this, the prime reason can be coated as the unavailability of psychological
approach, which makes the researcher miss the human responses in form of emotions and the
lack of understanding a respondent have regarding a question.
Few tactics can be applied to improve the questionnaire method, though. Firstly, as
suggested earlier, the advantage of a face-to-face interview should be utilized, which can resolve
the lack of psychological approach. Secondly, survey salience is another step to acknowledge, as
to how important the survey is to the respondents (Marcano-Belisario et al. 2014). Choose the
most effective delivery method of the questionnaire and ensure a communicating ground with the
respondents with available pre-notifications of a survey to increase participation, to generalize in
a more appropriate way.
06. Essential Changes in the Questionnaire:
This questionnaire developed might require an in-depth analysis before distribution
among a larger number of respondents. A prime concern is the questions needs more clarification

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and the repetitiveness as is witnessed surrounding question 9 should be minimized rather,
avoided completely. The length of the questionnaire should be revised to be brief.
Secondly, owing to the large amount of respondents the hybrid way is a difficulty as face-
to-face interviewing would not be possible to conduct. This can be replaced by an online survey,
which is procedure to include a larger number of participants with a minimized cost. This
method will be more subjected to a certain group using the facilities of FSCs and LCCs airline.
Complexities surrounding the questionnaire should be revised as less literates would find
it challenging to respond. Some irrelevant questions such as raising emotions attached to the
airline is not a significant step towards determining results.
07. Results & Conclusion:
On analysis of the pointers present in the report relative to the questionnaire, it can be
concluded that the procedures introduces to generalize the results of the issues. The hybrid
method is impactful still few critical points needs to be addressed. For example:
 Determination of methodology is important as simpler the delivery procedure would be,
the easier is to determine th results.
 Choosing an appropriate set of respondents in important, who would provide the
relevant answers.
 Proper configuration of a questionnaire is important for surveys like this.

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08. References:
 Acocella, I., 2012. The focus groups in social research: advantages and
disadvantages. Quality & Quantity, 46(4), pp.1125-1136.
 Alava, M.H., Wailoo, A.J. and Ara, R., 2012. Tails from the peak district: adjusted
limited dependent variable mixture models of EQ-5D questionnaire health state utility
values. Value in Health, 15(3), pp.550-561.
 Cameron, S.T., Glasier, A. and Johnstone, A., 2012. Pilot study of home self-
administration of subcutaneous depo-medroxyprogesterone acetate for
contraception. Contraception, 85(5), pp.458-464.
 Eller, R.D.A.G. and Moreira, M., 2014. The main cost-related factors in airlines
management. Journal of Transport Literature, 8(1), pp.8-23.
 Fowler Jr, F.J., 2013. Survey research methods. Sage publications.
 Graham, A., 2013. Understanding the low cost carrier and airport relationship: A critical
analysis of the salient issues. Tourism Management, 36, pp.66-76.
 Marcano-Belisario, J.S., Huckvale, K., Saje, A., Porcnik, A., Morrison, C.P. and Car, J.,
2014. Comparison of self administered survey questionnaire responses collected using
mobile apps versus other methods. Cochrane Database of Systematic Reviews, 4.
 Patten, M.L., 2016. Questionnaire research: A practical guide. Routledge.