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