MKT203 Research Brief: Customer Attitude and Perception of SIA

This report provides a detailed market research brief for Singapore Airlines, focusing on customer attitudes and perceptions. It outlines the rationale for exploratory research design and justifies the choice of quantitative methodology, specifically utilizing primary data collection through surveys and simple random sampling. The report discusses key considerations in the research process, including participant selection, risk-benefit ratios, independent assessment, informed consent, and respect for participants. It also specifies the information a market research agency should collect, such as customer satisfaction and service quality metrics, to inform the marketing strategy. The assignment also includes an abstract that summarizes the research's focus on customer attitudes and perceptions, emphasizing the importance of employee attitudes and pricing for Singapore Airlines' image.

Running head: MARKETING
Market Research
Name of the Student:
Name of the University:
Author Note:

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Table of Contents
Introduction:....................................................................................................................................3
Rationale for the Chosen Resign Design.........................................................................................3
Choosing Specific Methodology for Informing Research Question and Meeting Research
Objectives........................................................................................................................................5
Providing a rationale for your chosen research methodology/methodologies.................................7
Discussion of Key Considerations in the Research Process............................................................7
Information that Market Research Agency Should Collect.............................................................9
Conclusion:....................................................................................................................................11
References:....................................................................................................................................13

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Introduction:
The report aims a providing an insight into the research brief of Singapore Airlines. The
report puts across a rationale for the chosen research design in the part 1 of the report. The report
also discusses about the choice of the specific methodologies that seems appropriate in informing
the research question and meeting the research objectives. There is also discussion on the
rational put across for the chosen research methodologies. The report also discusses the key
considerations of the research process keeping in consideration the chosen methodologies. The
report further provides an insight into the information to be collected by the market research
agencies considering the chosen methodology and the ways in which the information is expected
to be collected.
Rationale for the Chosen Resign Design
This particular study focuses on exploratory research design since it acts as the
foundation of the researchers in solving the problem (Beavers et al. 2013). The rationale for
using the exploratory research design is as follows (Sekaran & Bougie, 2016):
1. It leads to increased level of understanding: This particular research design enhances
the knowledge of the researcher in understanding the customer attitude and perception in relation
to Singapore Airlines.
2. It enables testing of concept: This particular research design helps in checking
concepts before they are put across in marketplace

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3. Provides assistance to researchers: It aids the market researchers in finding the
potential causes of signs and symptoms conveyed by the decision makers. It allows the
researchers in building list of probable causes to a problem.
4. It allows flexibility of the data sources: The exploratory research design mostly uses
secondary sources for instance the published literature (Burns, Bush & Sinha, 2014). The other
sources used in the exploratory studies includes the informal discussions, structured formal
interviews, case studies or pilot studies which includes colleagues, consumers or the customers.
5. It helps in finding the possible ways of achieving the goals of the decision makers:
This research design helps in selecting a strategy from available strategies that acts as the best
choice in determining success.
The descriptive research is not chosen since it does not allow subjects or participants to
be truthful or deliver a natural behavior (Nassaji, 2015). This particular research cannot be used
for correlating variables or determining the cause and the effect. In this research design
confidentiality is an issue and there might be presence of researcher bias. This research designed
does not allow manipulation of variables and the findings might not be open to interpretation
(Sekaran & Bougie, 2016).
The explanatory research is not chosen since it does not provide conclusive evidence that
helps in efficient understanding of the problem. Some of the challenges of the explanatory
research include (Franck, 2013):
1. Biasness in information: This particular research design puts across such interpretations
and information that results in predictable information

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2. Delivers useless samples: This particular research design makes uses of specific
number of samples that cannot be targeted for the specific type of the
audience.
Choosing Specific Methodology for Informing Research Question and Meeting Research
Objectives
The research study in Part 1 applies primary method of data collection for conducting the
survey amongst the 50 employees thereby informing the research question and meeting the
research objectives. The primary method of data collection is used for the following advantages
(Cleary, Horsfall & Hayter, 2014):
1. It helps in resolving specific issues of research: The primary method of data collection
helps in putting across accurate information that the researcher would like to know and thus
reports in the manner that acts beneficial to the specific situation of an organization (Zikmund et
al. 2013).
2. It ensures better accuracy: The primary data have more accuracy since it is collected
from a particular population.
3. It results in higher level of control: This method allows the marketer in easily taking
control of the method and the research design. Besides, researcher has more control over the
gathered information.
4. Puts across updated information: The primary method of data collection acts as a
greater source of up to date and latest information since it is directly collected from field in real
time.

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5. It provides an ownership to the information: Information collected is solely their own
and is usually not shared with the others. The method also allows information to be hidden from
the potential competitors (Burns, Bush & Sinha, 2014).
The secondary method of data collection is however avoided as it does not suffice the
needs of researcher as it is something collected in the past (Johnston, 2017). This method does
not allow control over data quality and is often collected by a different person and hence data
remains biased in favor of the person who gathers it. Besides, secondary data might be out of
date as they might be collected in the past. Further, secondary method of data collection is not
specifically collected for a particular company.
The research in Part 1 also applies Simple Random Sampling for conducting the survey
that helps in informing the research question and meeting research objectives (Acharya et al.
2013). This sampling method is chosen since it puts across an unbiased approach for garnering
responses from a larger group. Some of the advantages put across by Simple Random Sampling
are as follows (Singh & Masuku, 2014):
1. Lack of the bias: Since the individuals who make up the subset of larger group are
randomly chosen so each of the individuals in larger set of population have the probability for
selection. This results in the creation of balanced subset that carries greater potential for
representing a larger group.
2. Adds to simplicity: The simple random method of sampling is lesser complicated
compared to other method since the individuals within a subset is randomly selected with no
additional steps.

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The other sampling methods like cluster sampling, stratified sampling, multistage
sampling and the systematic random sampling is not applied as the methods does not provide a
guarantee that the chosen sample might not act as the representative of the population (Etikan,
Musa & Alkassim, 2016).
Providing a rationale for your chosen research methodology/methodologies
The research methodology chosen in Part 1 is a quantitative method. This particular
research methodology is chosen as it allows the problem or question to be examined through
deductively forming hypothesis derived from the theory. It involves controlled experimentation
and testing till it rejects or supports hypothesis. Each step of the research has been standardized
for reducing the bias while undertaking analysis or collection of the bigger data. A big advantage
of the approach is that it reliable, valid and generalizable to larger population.
This particular research however does not consider the qualitative studies due to the
painful methods of analyzing and gathering field notes, identifying themes and transcribing
interviews. Besides in qualitative research, studies cannot be replicated or generalized. Presence
of conscious and unconscious bias often influences the conclusions of the researchers. Further,
the research also lacks the numerical data and the scientific controls and therefore is often
dismissed by the researcher (Bryman, 2017).
Discussion of Key Considerations in the Research Process
These include (Hartas, 2015):

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1. Equal Selection of Participants: One of the key aspects of the quantitative research
methodology represents selection of participants. It is to be noted that the quantitative
methodology applies simple random sampling depending on the nature and the purpose of the
study. The key relevant feature lies in the protection and implementation of justice and equity
while defining the kind of sample selection so that the individuals who comply with selection
criteria have an equal opportunity to participate in study. The studied sample includes
participants from the various socioeconomic strata that comply with the criteria of selection.
2. Favorable Ratio of Risk –Benefit: The fulfillment of the requirement assures
reduction of risk for the participants which should be minimalistic in comparison to the benefits
obtained. While applying the theoretical balance one should control that benefits are greater and
it favors larger group of people while the risks should be minimal. The participants must be
aware of the risk and benefit which should clearly be stated in the document. Often, it has been
found that there are times when the risk of participation is hidden from the participants that
reduce their number. The researcher should prepare himself for avoiding the situation.
3. Separate and Independent Assessment: The research projects should be reviewed by
the group of the experts known as the Independent Ethics Committee before start-up. The
Committee is appointed to review appropriateness of the study protocol in neutral and objective
manners so that there is no conflict of interest. There should be internal rules for safeguarding
the conflict of interest for carrying out review of the research proposal through blind assessment
where primary aspect that requires assessment is the research proposal and not the prestige or
curriculum of researchers.

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4. Ensure Informed Consent: A separate document is drafted that helps in identifying
the origin, title, procedure, research purpose, process carried, benefits and risk of participants,
ways of risk handling and the expenses occurred. The document should have an explicit mention
of freedom for participating in the research and the protection of the confidential information.
Besides, the document should have validation in the population for ensuring clarity of message.
The informed consent process should constitute exercising the autonomy principle and should be
carried free of manipulation, persuasion and coercion. The document should be clear and
understanding to the population. The first section must contain all necessary information for
enabling good decision of participant.
5. Respect for Research Participants: It is vital for respecting dignity of study
participants and the possible condition of vulnerability for some in safeguarding confidentiality
during the entire process including research presentations in the scientific events publishing of
the derived results. The data obtained should be decoded for maintaining anonymity that might
help in identifying participants. The need for the anonymity should be considered while
publishing the research results. Every precaution should be taken for protecting privacy of the
research subject and confidentiality of the personal information that includes the storage of
research document in safer place.
Information that Market Research Agency Should Collect
Researchers and Marketers are expected to find data regarding the specific market instead
of finding the data for that mass market. Based on the research methodology, the researchers
should collect information on the following (Nunan & Di Domenico, 2013):

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1. Measuring the level of Customer Satisfaction: Customer satisfaction refers to one of
the objectives of the marketing activity that links process of consumption and purchasing with
the post purchase phenomena. Satisfying customer represent a key element of the marketing
concepts as it impacts the purchase behavior of the future consumers, shareholder value and
profitability. There are various definitions of customer satisfaction of which the recent one
defines it as the paradigm of research that goes beyond the toned formulations of cognition for
recognizing affective nature of the satisfaction. In fact, customer satisfaction represents a
complicated human process that involves affective, cognitive and the undiscovered physiological
and the psychological dynamics.
2. Quality of the Service: It represents the judgment of consumers about the overall
superiority of the product and is one of the determinants of the brand loyalty. Service quality is
also a key strategy for the survival and the success of the business organization since it possesses
the power of influencing the behavior of the customer purchase and the organizational
performance. Quality of service can be determined with the help of two approaches, American
and Nordic. In the Nordic approach the overall perception of customers about the service quality
of the airlines comprises of both the technical and the functional quality with the technical
quality being what customers receive via the process of service delivery in the buyer seller
interactions. The functional quality represents interaction between the customers and the buyers
during service encounter. According to the American approach, service quality comprises of the
responsiveness, assurances, empathy and the tangible dimension. This model also based on the
Expectancy-Disconfirmation Theory views that the service quality represents the gap between
the customer expectations and perception of the service performance. Researchers prefer the
American approach over Nordic approach.

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3. Price Factor: Price is defined by how much the consumers pay in return of them
benefits accrued from product or service. Service firms like the airlines are mostly
undifferentiated from the competent offerings needed to keep an eye on the charges of
competitors. When there is no difference between services available, the customers chooses for
the cheapest. The price acts as an effective means of influencing demand. Price carries the
message which indicates lower prices stimulates demand but puts off other customers. Pricing
represents the intriguing aspects as the buyer tends in using the price as the indicator of both the
service quality and cost. At one point of time price acts as the attraction variable while at other
times it acts as the repellent.
Price acts as the quality indicator used by the customers. When the quality is harder to
detect or the there is greater variability of price within a particular class of service then such
conditions typifies situation faced by the consumers in purchasing services. In other words, the
customer tends to use the price as the quality indicator. Consumer is found to react to the
services and the prices implicate the quality. They consider purchasing the item only when
product meets the minimum quality standards. There have been various observers who assume
that the quality of a service remains associated with the price. This implies higher price acts as
the indicator of higher quality. Such relationship is believed to complicate the ability of
determining value. Customers are believed to observe price as the indicator to the service quality.
Thus, to an airline industry, the pricing strategy is used for maximizing the profit by targeting the
different segments of the market which indicates business travelers, group operators and the
vacationers. Segmentation of the customers leads to the price differentiation within the airline
industry. Lower cost airlines serves as the basic operation and operates the single types of

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aircraft that is a completely different strategy by the full service airlines. The factors indicate
that the pricing strategy of lower cost airlines leads to a relatively lower fare.
Conclusion:
On a concluding note, the study provides a detailed analysis on the consumer perception and
attitude of Singapore Airlines. One can not only get an insight into the rationale of resign design and
choosing the specific methodology for informing the research question and meeting the research
objectives. One is also able to understand the rationale for choosing the research methodology. There
are also discussions on the ethical considerations along with the information to be collected by the
market research agencies.

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References:
Acharya, A. S., Prakash, A., Saxena, P., & Nigam, A. (2013). Sampling: Why and how of
it. Indian Journal of Medical Specialties, 4(2), 330-333.
Beavers, A. S., Lounsbury, J. W., Richards, J. K., Huck, S. W., Skolits, G. J., & Esquivel, S. L.
(2013). Practical considerations for using exploratory factor analysis in educational
research. Practical assessment, research & evaluation, 18.
Bryman, A. (2017). Quantitative and qualitative research: further reflections on their integration.
In Mixing methods: Qualitative and quantitative research (pp. 57-78). Routledge.
Burns, A. C., Bush, R. F., & Sinha, N. (2014). Marketing research (Vol. 7). Harlow: Pearson.
Burns, A. C., Bush, R. F., & Sinha, N. (2014). Marketing research (Vol. 7). Harlow: Pearson.
Cleary, M., Horsfall, J., & Hayter, M. (2014). Data collection and sampling in quantitative
research: does size matter?. Journal of advanced nursing, 70(3), 473-475.
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and
purposive sampling. American journal of theoretical and applied statistics, 5(1), 1-4.
Franck, R. (Ed.). (2013). The explanatory power of models: bridging the gap between empirical
and theoretical research in the social sciences (Vol. 1). Springer Science & Business
Media.
Hartas, D. (Ed.). (2015). Educational research and inquiry: Qualitative and quantitative
approaches. Bloomsbury Publishing.

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Johnston, M. P. (2017). Secondary data analysis: A method of which the time has
come. Qualitative and quantitative methods in libraries, 3(3), 619-626.
Nassaji, H. (2015). Qualitative and descriptive research: Data type versus data analysis.
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Journal of Market Research, 55(4), 505-520.
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach.
John Wiley & Sons.
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach.
John Wiley & Sons.
Singh, A. S., & Masuku, M. B. (2014). Sampling techniques & determination of sample size in
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and Management, 2(11), 1-22.
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2013). Business research methods.
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