Research Methodology: Passenger Satisfaction at Singapore Airlines

This report presents a research methodology for investigating passenger satisfaction with Singapore Airlines. It outlines the rationale for the research design, emphasizing a positivism philosophy and a deductive approach utilizing a descriptive design. The study employs both primary and secondary research methods, with a focus on quantitative data collection through market surveys. The report discusses the importance of surveys in gathering real-time data and identifying areas for improvement in customer satisfaction. Secondary research involves a literature review using census reports, academic journals, and authentic websites. Key considerations include data protection and proper citation. The report also details the information market research agencies need to collect, such as passenger feedback on pricing, quality, and expectations. The findings are to be presented using graphs, charts, and tables, with critical evaluation of secondary data. The study concludes that both primary and secondary sources are crucial for analyzing current issues and developing recommendations to enhance customer satisfaction.

Running head: RESEARCH METHODOLOGY
An investigation into satisfaction of passengers using Singapore airlines – about their personal
experience with the journey and other aspects.
Name of the Student:
Name of the University:
Author’s Note:

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Table of Contents
Rationale for the research design.....................................................................................................3
Discussion of specific research methodology..................................................................................4
Rationale for the research methodology..........................................................................................5
Discussion of the key consideration of the research methodology..................................................5
Discussion of the information that needs to collect by the market research agencies.....................6
References........................................................................................................................................7

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Rationale for the research design
The research design includes the research philosophy, research approach, research
design, method, and investigation. Research philosophy includes positivism, realism, and
interpretivism. This current study will take positivism philosophy. Positivism philosophy focuses
on the collection of scientific data. Factual knowledge is the main part of positivism philosophy
(Taylor, Bogdan & DeVault, 2015). By using this philosophy the researcher will be able to gain
data through observation and measurement. However, during the use of positivism philosophy,
there are some limitations while collecting data. By using positivism philosophy the researcher
will be able to carry out a quantifiable observation and statistical analysis. On the other hand, this
current study is based on the deductive approach.
Creation of the hypothesis is the major aspect of deductive approach (Choy, 2014).
Deductive approach is useful to evaluate the relationship between the variables and the concepts
(Mackey & Gass, 2015). Therefore, the deductive approach helps the researcher to generalize the
current research findings. In this current research study, the descriptive design will be used as the
research design. Descriptive research design includes a set of research objectives and research
questions. Therefore, the research problem is clearly defined by the descriptive design. This
current study deals with the passenger’s satisfaction in Singapore Airline, which can be analyzed
by using this research design. In this current study quantitative process will be used to collect
primary data. To conduct the quantitative process market survey will be carried out in this
research method.

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Discussion of specific research methodology
This current study includes both primary and secondary research methods. Primary
method includes quantitative process. To conduct the quantitative process a market survey will
be taken to gather feedback from the customers of Singapore Airline. This survey will be helpful
to measure the satisfaction level of the passengers in Singapore Airline, which is the primary
question of this research study. Survey will help the researcher to identify the areas that are
required to improve to enhance the customer satisfaction level in this organization. Hence,
survey will enable the researcher to meet the primary and secondary questions of this current
study. Survey is an effective method to get real-time data during the investigation (Lewis, 2015).
By analyzing the customer feedbacks the Singapore Airline will be able to make necessary
changes to improve the level of customer satisfaction. This also meets the research objective as
from the current feedbacks this organization will be able to find out the way to improve the
customer satisfaction in their organization. Questionnaires will be provided via online to gather
the feedback from the customers of Singapore Airline.
Secondary research is also important besides the primary research as it provides authentic
evidence regarding an issue to the researcher (Flick, 2015). In this study, secondary research will
be conducted during the literature review. Census report, academic journals, authentic websites,
and books will be used to collect data on customer satisfaction level in Singapore Airport.
Hence, both the secondary sources and primary sources are valuable to meet the research
objectives and questions.

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Rationale for the research methodology
Primary method will be used in this current study, which is helpful to gain realistic data.
However, during the collection of primary data survey questionnaires will be provided to the
candidates to understand their perspectives. However, often the candidates provide diplomatic
answers, which can hamper the data collection process. The main reason of primary research is
to obtain real-time data as real-time data gives the current status of an organization in the market
(Silverman, 2016). For Singapore Airline survey will be helpful to understand the current
satisfaction level of the passengers as well as their concerns regarding the service. On the other
hand, the main reason of the secondary data collection is to review the previous status of the
Singapore airline industry and current views regarding the service. This information will be
collected through the authentic websites and the journals. By using the marginal probability in
payoff matrix information will be collected from the census report.
Discussion of the key consideration of the research methodology
After conducting the entire methodology the research will be concerned about the process
of publication. One of the major considerations is the protection of data that needs to follow
during the primary research (Panneerselvam, 2014). However, the researcher has to keep
confidentiality while gathering data through survey. For this purpose Data Protection Act needs
to be followed. Therefore, the researcher has no right to force the candidates to involve in the
survey. The personal data of the candidates should be protected. No personal questions can be
generated during the survey. These elements should be considered during the conduction of
primary research methodology. On the other hand, in the context of secondary research the data

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cannot be manipulated and proper citation should be done properly. The data needs to represent
in its original process.
Discussion of the information that needs to collect by the market research agencies
This current research is based on the investigation of passenger satisfaction level in
Singapore Airline. Hence, the market research agency needs to collect the feedback from the
passengers regarding the current service process of this organization. Therefore, the major
loopholes of the current system will be collected to identify the gap of the service. The
disadvantages of the current system in Singapore Airline needs to evaluated to take proper action
against these issues. The market agency will collect the information regarding the pricing
strategy, quality and boundaries of the Singapore Airline as these are the major concerns of the
passengers. On the other hand, the current expectation of the customers from the Singapore
Airline will be identified by this agency. The primary data will be represented and analyzed by
using graphs, charts, and table. The secondary data will be represented by using proper citation.
Critical evaluation will be made during the analysis of the secondary data in this current research
study. Finally, it has been found that for the current research both primary and secondary sources
will be helpful to analyze the current issues and to develop suitable recommendations to mitigate
such issues.

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References
Choy, L. T. (2014). The strengths and weaknesses of research methodology: Comparison and
complimentary between qualitative and quantitative approaches. IOSR Journal of
Humanities and Social Science, 19(4), 99-104.
Flick, U. (2015). Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Lewis, S. (2015). Qualitative inquiry and research design: Choosing among five
approaches. Health promotion practice, 16(4), 473-475.
Mackey, A., & Gass, S. M. (2015). Second language research: Methodology and design.
Routledge.
Panneerselvam, R. (2014). Research methodology. PHI Learning Pvt. Ltd..
Silverman, D. (Ed.). (2016). Qualitative research. Sage.
Taylor, S. J., Bogdan, R., & DeVault, M. (2015). Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.