Market Research Project: British Airways Spain Launch BM2293

This market research project, conducted by a student, focuses on analyzing British Airways' customer satisfaction levels and the potential for launching a new route to Spain. The project includes a detailed market research proposal outlining objectives, research design (quantitative and qualitative), methodology (online surveys, questionnaires, and data analysis using SPSS), and ethical considerations. The research examines both primary and secondary data, including customer reviews, competitor analysis, and internal airline records. The quantitative section analyzes 100 customer reviews, providing descriptive and inferential statistics, including a linear regression model, to assess factors like gender, cabin class, route, and overall satisfaction. The qualitative section explores customer preferences and attitudes. The project concludes with recommendations based on the findings and includes appendices with the questionnaire design and an executive summary. The report analyzes key indicators such as gender, overall ratings, value for money, food and beverage, and customer service to provide insights for management decisions. The project is based on the BM2293 Market Research module and aims to provide a comprehensive analysis of the airline's market position and opportunities.

MARKET RESEARCH PROJECT 1
MARKET RESEARCH PROJECT
(Student Name)
(Course No.)
(Lecturer)
(University)
(Date)

MARKET RESEARCH PROJECT 2
A research proposal by the British Airways on the launch of its new route to Spain
The background information on British Airways
British Airways was established in the United Kingdom in 1974, as a merchant of air
transport and has grown as the most sought out airline in the Country. The strength of the airline
is in the United Kingdom. The British Airway located at the Heathrow Airport and it's the
second-largest airline in the United Kingdom-based on the number of fleets and passengers
transported. The alternative to British Airlines is the Easy jets which are the largest airline in the
United Kingdom. In London, the British Airways transports passengers both locally and
internationally operating various routes. The airline particularly is known for its Boeing fleets
and airbuses (Davies, 2013). The experience gained from operating both locally and
internationally saw the airline wants to venture into the Spain airspace market. The market
research problem for the airline is a launch of its fleets in new country airspace (Web, 2012).
Objectives
The overall objective of the market research is to analyze the operation of The British Airways
fleet in the new Country, Spain.
Specific objectives
1. To examine on the operation of the airline locally
This particular objective will try to establish the use of the airline locally, how many passengers
use the airline and their brands of preference. Its most important aspect will be to establish the
market target audience (Sinkula, 2014).
2. To identify the attitude on the brand and that of the competitor

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The objective will establish the type of people likely to use the airline when introduced into the
market. It will look into the type of airline fleet capacity and the willingness to pay for more for
the particular new brand (Cooke and Buckley, 2010). Further, it will identify whether the target
audience is aware of that airline operation into the new Country.
3. To determine platforms for usage in the launch of the brand.
The objective will depend on the figure obtained entirely to discover the most appealing
promotional platforms for the British airline brand (Hyde, 2010). Secondly, it will rely on the
data to uncover the number travelling passengers and the people's attitudes towards the airline.
The information obtained will help in the questionnaire designing as a primary research method
(Kotabe et l., 2015).
Research design
The quantitative research design will suit this particular research. The reason the quantitative
research design suits is because of its ability to discover what people think, and feels on the
airline launching (Maklan et al., 2018). The proposed research will utilize the use of primary
and secondary data sources to gather its data. The specific objects will guide on the research
study to establish the market analysis of the new Country Spain. The study will utilize the
Country's data on the airline's operation for the last 10 years to determine the marketplace status.
A list of competitor's airlines and any information on the airlines will be important in the
research (Lindagreen, 2011).
The researchers will try and establish;
-How many passengers use air as a mode of transport?

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- The types of airlines used by their passengers
-The purpose the passengers using different airlines
-The prices of the airline
-The airline's fleet capacity
-The currently used promotion platforms
-what the target audience should be
Primary research method
The chosen primary research method for use will be the use of an online survey and
questionnaires (McGivern, 2010). An online survey is best suited as it increases on the response
rates, has flexibility in design, automation in data input and handling.
Procedure
The procedure of the research will start from the airline itself on the airline's records (Perry
and Gummerson, 2014). The researchers would get a brief from the sales manager who would
expect them to hold meetings with the sales team to understand the scope and purpose of the
market research (Zikmund and Bablin, 2016). The expected materials for the research would
include; internal reports, restaurant reports, customer reports and regional flying patterns and
complaints (De Ruyter and Scholl, 2018). The materials will help through market segmentation
by identification of strengths and company weaknesses. The team will obtain and analyze the
market assessments of the competitor's airline brand, published research reports and any
materials for public use by the competitors. These materials will help with the explorations of
possible promotional materials.

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Qualitative research
The exploratory nature of some of the specific objects will ensure a provision of qualitative
information (Churchil and Iacobucci, 2016). The research will focus on a large area to ensure
exploration and understanding of the potential clients attitudes towards the brand. The qualitative
research will focus on the following problems;
- A passenger's preference of certain airline to the other
-The kind of airlines operating locally in the new Country
-The type of airlines known to the audience
-The particular group that might consider using a new airline
-The preference on which fleet types
-Whether the passengers might be willing to pay more for the newly introduced airline
-Whether the British Airway brand might be confused with a competitor's airline brand already
in the market.
Population and sampling
The market research will use the probability sampling method to enable the obtaining of results
on the whole Spain market (Hague et al., 2014). The stratified sampling technique will ensure the
population is represented characteristically through gender, age, income bracket, job role and
place of residence (Deshpande and Zaltman, 2012).
Quantitative research
The quantitative research allows the research team to;

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- Quantify the number of citizens using the air as a mode of transport
- The type of airline brand used for transport.
-The number of people preferring the use of a specific airline
Through telephone interviews and the use of questionnaires, the methods will enable the
researchers to reach out to a larger audience and extract data. The questionnaire will contain pre-
coded and five open-ended questions administered (Henderson, 2015). The data collected will be
analyzed through different analysis methods to provide accurate results for interpretation (Witell
et al., 2011). An Spss statistical tool will be used to establish the tabulations, descriptive
statistics, inferential statistics and frequency distributions and graphs.
Reporting
The results obtained from the analysis will be compiled and presented as a report for
interpretation and application. The next stage of the launch will depend on the report entirely and
the decisions made by the company management.
Appendices
Questionnaire design
1. The type of airline used by the locals
2. The other types of airline brands known to the passengers
3. The purposes for preference to a certain airline
4. The group of people likely to use the airline
5. The number of passengers expected to use air mode of transport

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6. Are the people willing to pay more for the new airline brand when introduced in the airspace?
Ethical consideration
-The informal consent (Miller and Dickson, 2011)
-Voluntary participation
-No intended harm
-Confidentiality
-Anonymity
-Access to only relevant components

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Market research project
Executive summary
The market research report focuses on the analysis of British Airways customer satisfaction
rates. The research will focus on the collection of the customer reviews from a website and
analyzing the data to obtain results necessary for making decisions by the management. The key
indicators into the British Airways customer reviews will include gender, overall ratings, value
for money, food and beverage, customer service, among other key indicators.

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Content page
1.0Background information………………………………………………………………10
2.0Quantitative section……………………………………………………………….......10
2.1Descriptive statistics………………………………………………………………….11
2.2Inferential statistics…………………………………………………………………...12
2.3Linear regression……………………………………………………………………….12
3.0Qualitative section …………………………………………………………………….17
4.0Recommendation……………………………………………………………………….19
5.0 References.…………………………………………………………………………….20
6.0Appendices………………………………………………………………………….…23
Table1………………………………………………………………………………………11
Table2………………………………………………………………………………………12
Table3………………………………………………………………………………………13
Table4……………………………………………………………………………………….14
Table 5……………………………………………………………………………………....14
Figure1………………………………………………………………………………………12
Figure2……………………………………………………………………………………….18
Figure 3……………………………………………………………………………………….18

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1.0 Background information on British Airways
British Airways was established in the United Kingdom in 1974, as a merchant of air
transport and has grown as the most sought out airline in the Country. The strength of the airline
is in the United Kingdom (Miller and Dickson, 2011). The British Airway located at the
Heathrow Airport and it's the second-largest airline in the United Kingdom-based on the number
of fleets and passengers transported (Lindagreen, 2011). The alternative to British Airlines is the
Easy jets which are the largest airline in the United Kingdom. In London, the British Airways
transports passengers both locally and internationally operating various routes. The airline
particularly is known for its Boeing fleets and airbuses.
2.0 Quantitative section
A total of 100 customer’s reviews collected through a simple random sampling technique.
The probability sampling method used ensured each customer review is picked randomly and
entirely by chance. The quantitative research design used collects people's thoughts on their
satisfaction with airline services and obtaining a large number of customer reviews. The primary
research purpose was to conduct a market analysis on British Airways. A number of factors
determined the market research that included, the gender, travel month, travel year, cabin seat,
route, origin, destination, overall rating, legroom space, inflight entertainment, value for money,
check in and boarding, seat comfort, customer service, cleanliness, and food and beverages
reviews. The customer reviews were out of a possible 5 reviews except for the overall rating that
had a maximum number at 10. The customer reviews were sampled from the British airline
customers from January, 2019 to December 2020. A descriptive statistics and inferential

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statistics analysis conducted to establish the British airways market analysis and provide the
interpretation and recommendations according to the findings. An Spss statistical tool was used
for the analysis of the collected data.
2.1 Descriptive statistics
Descriptive Statistics
N Minimu
m
Maximu
m
Mean Std.
Deviation
Gender 100 1 2 1.46 .501
Cabin 100 1 3 1.80 .943
Route 100 1 4 1.78 .705
Overall Rating 100 1 10 3.74 3.100
Legroom 95 1 5 2.45 1.382
In-flight
Entertainment 87 1 5 2.57 1.436
Value for Money 100 1 5 2.26 1.502
Seat Comfort 91 1 5 2.47 1.463
Check-in and
Boarding 98 1 5 2.53 1.587
Customer Service 94 1 5 3.10 1.552
Cleanliness 86 1 5 2.85 1.530
Food and Beverage 88 1 5 2.76 1.438
Valid N (listwise) 78
Table 1: Descriptive statistic
The descriptive statistics table shows the passenger's reviews standard deviation, means,
minimum values and the maximum values of the reviews. The number of female customer
reviews was 46, representing 46%, while male customer reviews were 54, representing 54%. 36
passengers flew economy class, 52 premium economy class, 10 business class and only 2 flew
first class. 56 passengers had international flights, 8 European flights and 36 did domestic flights.
49 flew in the year 2019 while 51 flew in the year 2020. Most passengers flew on January were
at 32, 22 on February, 34 on March, 2 in June and December and 4 in September and October.

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The value for money customer reviews had the least mean of 2.26 while the customer service
had the largest mean of 3.1. The analysis shows most customers complimented the airline’s
customer service. The legroom customer reviews had the least standard deviation at 1.382 while
the check in and boarding had the largest standard deviation at 1.587.
Figure 1: A gender pie chart
Overall Rating
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
1 34 34.0 34.0 34.0
2 14 14.0 14.0 48.0
3 16 16.0 16.0 64.0
4 8 8.0 8.0 72.0
5 2 2.0 2.0 74.0
6 2 2.0 2.0 76.0
7 4 4.0 4.0 80.0
8 6 6.0 6.0 86.0
9 6 6.0 6.0 92.0
10 8 8.0 8.0 100.0
Total 100 100.0 100.0
Table 2: An overall rating frequency table

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2.2 Inferential statistics
2.3 Linear regression
The linear regression OLS model appears in the following form:
Overall ratings=β0 + β1 cleanliness+ β2 legroom space+ β3 inflight entertainment+ β 4 value for money +β5 checking
With;
β0 The model intercept
β1 The coefficient of the cleanliness reviews on overall ratings
β2 The coefficient of legroom space reviews on overall ratings.
β3 The coefficient of inflight entertainment reviews on overall ratings
β4 The coefficient of value for money reviews on overall ratings
β5 The coefficient of checking in and boarding reviews on overall ratings
β6 The coefficient of seat comfort reviews on overall ratings
β7 The coefficient of customer service reviews on overall ratings
β8 The coefficient of food and beverages reviews on overall ratings
β9 The coefficient of gender reviews on overall ratings
ANOVAa
Model Sum of
Squares
df Mean Square F Sig.
1
Regression 794.649 9 88.294 124.506 .000b
Residual 48.223 68 .709
Total 842.872 77

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Table 3: Anova
Model Summary
Model R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .971a .943 .935 .842
Table 4: Anova model summary
The output of the linear regression model shows the regression sum of squares as 794.649;
and a degree of freedom of 9. 48.223 is the residual sum of squares and a degree of freedom of
68. 842.872 are the total sum of squares and a degree of freedom of 77. 88.294 is the mean
square model's Anova and 0.709 as the residual mean square.
The model is statistically significant as the F test (9, 68) = 124.506, P = 0.00 indicate a
prediction of the overall rating reviews by the independent variable. The effect size is estimated
by the R-square at 0.971(97.1%) indicates a large size effect. The model well determined at
97.1% R-squared of the regression model.
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1 (Constant) -1.589 .410 -3.873 .000
Cleanliness .649 .137 .306 4.735 .000
Legroom -.058 .114 -.025 -.506 .615
In-flight
Entertainment -.123 .108 -.055 -1.142 .258
Value for Money 1.086 .174 .500 6.241 .000
Check-in and
Boarding .431 .109 .213 3.943 .000
Seat Comfort .124 .216 .057 .575 .567
Customer Service .194 .130 .088 1.492 .140
Food and Beverage -.074 .150 -.033 -.494 .623

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Gender -.246 .231 -.037 -1.062 .292
Table 5: A regression model table
The multiple regression results show as follows;
Overall ratings=¿❑−1.589+ 0.649∗cleanlines−0.58∗legroom space−0.123∗inflight entertainment+1.086 value
Overall ratings
The dependent variable is the overall rating in the analysis. The result indicates the
relationship between the dependent variable and the nine independent variables. The overall
rating shows a positive coefficient of 2.985.
Cleanliness
The overall rating indicates a positive relationship with cleanliness (Table 5). That means an
increase in the unit of cleanliness, the overall ratings predicted increases by 0.649 units. The
(t=4.735), P-value 0.00 is less than the value P=0.05, we reject the null hypothesis and the
conclusion is that the coefficient of the cleanliness is significantly different from the overall
ratings at 95% confidence interval.
Legroom space
The overall rating indicates a negative relationship with legroom space (Table 5). That
means an increase in the unit of legroom space, the overall ratings predicted decreases by 0.58
units. The (t=-0.506)), P-value 0.615 is less than the value P=0.05, we accept the null hypothesis
and conclude that the coefficient of the legroom space is not significantly different from the
overall ratings at 95% confidence interval.
Inflight entertainment

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The overall rating indicates a negative relationship with inflight entertainment (Table 5).
That means an increase in the unit of inflight entertainment, the overall ratings predicted
decreases by 0.123 units. The (t=-0.142), P-value 0.258 is greater than the value P=0.05, we
accept the null hypothesis and the conclusion is that the coefficient of the inflight entertainment
is not significantly different from the overall ratings at 95% confidence interval.
Value for money
The overall rating indicates a positive relationship with value for money (Table 5). That
means an increase in the unit of value for money, the overall ratings predicted increases by 1.086
units. The (t=6.241), P-value 0.00 is less than the value P=0.05, we reject the null hypothesis and
the conclusion is that the coefficient of the value for money is significantly different from the
overall ratings at 95% confidence interval.
Checking in and boarding
The overall rating indicates a positive relationship with checking in and boarding (Table 5).
That means increase in the unit of checking in and boarding, the overall ratings predicted
increases by 0.431units. The (t=3.943), P-value 0.00 is less than the value P=0.05, we reject the
null hypothesis and the conclusion is that the coefficient of the checking in and boarding is
significantly different from the overall ratings at 95% confidence interval.
Seat comfort
The overall rating indicates a positive relationship with seat comfort (Table 5). That an
increase in the unit of seat comfort, the overall ratings predicted increases by 0.124 units. The
(t=0.575), P-value 0.567 is greater than the value P=0.05, we accept the null hypothesis and the

MARKET RESEARCH PROJECT 17
conclusion is that the coefficient of the seat comfort is not significantly different from the overall
ratings at 95% confidence interval.
Customer service
The overall rating indicates a positive relationship with customer service (Table 5). That
means an increase in the unit of customer service, the overall ratings predicted increases by
0.194 units. The (t=1.492), P-value 0.142 is greater than the value P=0.05, we accept the null
hypothesis and the conclusion is that the coefficient of the customer service is not significantly
different from the overall ratings at 95% confidence interval.
Food and beverage
The overall rating indicates a negative relationship with food and beverage (Table 5). That
means an increase in the unit of food and beverage, the overall ratings predicted decreases by
0.074 units. The (t=-0.494), P-value 0.623 is greater than the value P=0.05, we accept the null
hypothesis and the conclusion is that the coefficient of the food and beverage is not significantly
different from the overall ratings at 95% confidence interval.
Gender
The overall rating indicates a negative relationship with gender (Table 5). That means an
increase in the unit of cleanliness, the overall ratings predicted decreases by 0.246 units. The
(t=4-1.062), P-value 0.292 is less than the value P=0.05, we accept the null hypothesis and the
conclusion is that the coefficient of the gender is not significantly different from the overall
ratings at 95% confidence interval.
3.0 Qualitative section

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A total of 25 customer reviews was collected through a simple random sampling technique.
The data was analyzed through Excel, whereby different themes were established and assigned
various codes. The qualitative data was organized into four identified themes. The themes were
categorized in the food and drinks category (f), poor customer service category (p), good
customer service category (gc) and a lack of proper communication channel (c).
Coding frame
codes Themes Frequency
f foods 3
gc Good customer service 10
p Poor customer service 9
c
Lack of proper communication
channels 3
Total 25
f
gc
p
c
0 2 4 6 8 10 12
frequency
Series1
Figure 2: A histogram showing qualitative data themes
The data shows that from the 25 customer reviews obtained, 10 appreciated a good customer
service, 9 faulted the airline for poor customer service, 3 complained on the foods and drinks and
3 faulted the airline for a proper communication channel.

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64%
36%
Gender
male female
Figure 3: Gender pie chart
64% of the 25 customer reviews were male while 36% of the customer reviews were female.
4.0 Recommendation
The mean overall ratings of 3.74 according to the data, shows the airlines need to further look
into the various factors that influence the ratings. The airline should take into account the
reviews and implement serious customer complaints.
The mean customer service of 3.1 shows that the airline needs to look into the airline staff
attitude towards their customers and conduct training to their staff on proper communication,
etiquette and handling of different personalities efficiently.
The airline should look into the quality of food and beverage offered by the airline to its
customers. Most customers, according to the qualitative data, complained about the food quality
and the type of foods and beverages offered. These will help in improving customer satisfaction
within the airline.
5.0 References

MARKET RESEARCH PROJECT 20
Cooke, M. and Buckley, N., (2010). Web 2.0, social networks and the future of market
research. International Journal of Market Research, 50(2), pp.267-292.
Churchill, G.A. and Iacobucci, D., (2016). Marketing research: methodological foundations.
New York: Dryden Press.
Davis, R.E., (2013). The role of market research in the development of new consumer
products. Journal of Product Innovation Management: AN INTERNATIONAL PUBLICATION
OF THE PRODUCT DEVELOPMENT & MANAGEMENT ASSOCIATION, 10(4), pp.309-317.
De Ruyter, K. and Scholl, N., (2018). Positioning qualitative market research: reflections from
theory and practice. Qualitative market research: An international journal.
Deshpande, R. and Zaltman, G., (2012). Factors affecting the use of market research
information: A path analysis. Journal of marketing research, 19(1), pp.14-31.
Hague, P.N., Hague, N. and Morgan, C.A., (2014). Market research in practice: a guide to the
basics. Kogan Page Publishers.
Hackley, C., (2013). Doing research projects in marketing, management and consumer research.
Routledge.
Hyde, K.F., (2010). Recognising deductive processes in qualitative research. Qualitative market
research: An international journal.
Henderson, N.R., (2015). A practical approach to analyzing and reporting focus groups studies:
lessons from qualitative market research. Qualitative Health Research, 5(4), pp.463-477.

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Javalgi, R.R.G., Martin, C.L. and Young, R.B., (2016). Marketing research, market orientation
and customer relationship management: a framework and implications for service
providers. Journal of Services Marketing.
Kotabe, M., Helsen, K. and Kotabe, M., (2014). Global marketing management. New York, NY:
Wiley.
Kurani, K.S., Axsen, J., Caperello, N., Davies, J. and Stillwater, T., (2013) Learning from
Consumers: Plug-In Hybrid Electric Vehicle (PHEV) Demonstration and Consumer Education,
Outreach, and Market Research Program.
Lindgreen, A., (2011). A framework for studying relationship marketing dyads. Qualitative
Market Research: an international journal.
Maklan, S., Knox, S. and Ryals, L., (2018). New trends in innovation and customer relationship
management: A challenge for market researchers. International Journal of Market
Research, 50(2), pp.221-240.
McCullough, D., (2010). Web-based market research: The dawning of a new age. DIRECT
MARKETING-GARDEN CITY-, 61, pp.36-38.
McGivern, Y., (2010). The practice of market and social research. Pearson Education UK.
Moorman, C., Zaltman, G. and Deshpande, R., (2012). Relationships between providers and
users of market research: The dynamics of trust within and between organizations. Journal of
marketing research, 29(3), pp.314-328.
Miller, T.W. and Dickson, P.R., (2011). On-line market research. International Journal of
Electronic Commerce, 5(3), pp.139-167.

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O'Leary, C., Rao, S. and Perry, C., (2014). Improving customer relationship management
through database/internet marketing. European journal of marketing.
Perry, C. and Gummesson, E., (2014). Action research in marketing. European Journal of
Marketing.
Sinkula, J.M., (2010). Perceived characteristics, organizational factors, and the utilization of
external market research suppliers. Journal of Business Research, 21(1), pp.1-17.
Sarstedt, M. and Mooi, E., (2014). A concise guide to market research. The Process, Data,
and, 12.
Witell, L., Kristensson, P., Gustafsson, A. and Löfgren, M., (2011). Idea generation: customer
co‐creation versus traditional market research techniques. Journal of Service Management.
Webb, J.R., (2012). Understanding and designing market research. Cengage Learning EMEA.
Zikmund, W. and Babin, B.,(2016). Exploring marketing research. Cengage Learning.

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6.0 Appendices
Theme coding
codes Themes Frequency
f foods 3
gc Good customer service 10
p Poor customer service 9
c
Lack of proper communication
channels 3
Total 25
Qualitative themes
Responses
Reviewer id
irving Laptop was left inside the flight
Wajani Management bureacracy
Ivana Poor customer service
Meers lies and lack of information
Peters Thank our crew in particular
Gold Airline needs overall overhaul
Hensen Unfriendly and Inconsiderate to me
Anika Rude staff and service
Chan Friendly and helpful
Bifen Happy with the service
Alan Never use the airline agin
Mathew Foods and drinks are expensive
Vines Food is the standout problem
Macedo Service that needs training
Angela Crew generally were kind and lovely
Paul Pathetic premium cabin
Bowen Very disgusting customer service
Irina Thanks for your service and kindness
Stewart More than acceptable service
David overall a good flight
Pai Comfortable flight
Sanyitis My food was bad
Edwards
Could not fault any of the services
offered
Mark All great service

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Immanuel Disappointing service
Reviewer id Responses
irving Laptop was left
inside the flight
Wajani Management
bureacracy
Ivana Poor customer
service
Meers lies and lack of
information
Peters Thank our crew in
particular
Gold Airline needs
overall overhaul
Hensen Unfriendly and
Inconsiderate to
me
Anika Rude staff and
service
Chan Friendly and
helpful
Bifen Happy with the
service
Alan Never use the
airline agin
Mathew Foods and drinks
are expensive
Vines Food is the
standout problem
Macedo Service that needs
training
Angela Crew generally
were kind and
lovely
Paul Pathetic premium
cabin
Bowen Very disgusting
customer service
Irina Thanks for your
service and
kindness
Stewart More than
acceptable service
David overall a good
flight

MARKET RESEARCH PROJECT 25
Pai Comfortable flight
Sanyitis My food was bad
Edward
s
Could not fault
any of the services
offered
Mark All great service
Immanu
el
Disappointing
service
Travel Month
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
1 32 32.0 32.0 32.0
2 22 22.0 22.0 54.0
3 34 34.0 34.0 88.0
6 2 2.0 2.0 90.0
9 4 4.0 4.0 94.0
10 4 4.0 4.0 98.0
12 2 2.0 2.0 100.0
Total 100 100.0 100.0
Gender
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
1 54 54.0 54.0 54.0
2 46 46.0 46.0 100.0
Total 100 100.0 100.0
Travel Year
Frequency Percent Valid
Percent
Cumulative
Percent

MARKET RESEARCH PROJECT 26
Valid
2019 49 49.0 49.0 49.0
2020 51 51.0 51.0 100.0
Total 100 100.0 100.0
Links to customer review pages
https://www.airlinequality.com/
https://www.airlinequality.com/airline-reviews/british-airways