MKTG 2305 – Semester 1, 2022
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MKTG 2305 – Semester 1, 2022
Individual Research Project Assignment
Overview
A marketing manager of an international airline has funded a study to collect data on travellers’ perceptions of the quality of international air travel . Please read the following overview of the study and answer ALL the questions that follow.
B&C Research, a survey management company, have collected information from international passengers on their perceptions of the quality of the international airline service they received on their last flight. Airline customers waiting to depart on an international flight were randomly selected at a major Australasian international airport and asked to provide data for the survey, with 250 customers responding with fully completed questionnaires. Consumers were asked to indicate their level of agreement or disagreement with many statements investigating the service quality they received on their last international flight experience, and overall perceptions of the airline experience . Respondents also provided demographic and behavioural information on themselves including gender, age, occupation, the ethnic group they belonged to, main purpose for their travel, how frequently they travel internationally each year and the airline they took their last international flight with.
The eight service quality dimensions specifically covered include perceptions of the convenience of their travel experience (i.e. the airline provides a convenient flight schedule), helpfulness of the airline staff (i.e. airline employees are courteous and kind), knowledge of airline staff (i.e. airline employees are able to assist you with any questions) , quality of in- flight entertainment (i.e. the airline has up-to-date in-flight entertainment such as movies, music and reading materials), comfort (i.e. there is adequate room on the flight for passenger comfort), the safety and security of the airline (i.e. this airline has a good reputation for safety), timeliness of service provision (i.e. the airline service process was fast and efficient) and quality of meals (i.e. the in-flight meals were of a high quality). These variables were all measured on 5-point scales ranging from 1=strongly disagree to 5=strongly agree. Respondents were also asked to indicate their overall satisfaction with their last international airline experience. The intention of respondents to travel again with this airline and recommend it to others was also investigated. These variables were also all measured on 5 - point scales ranging from 1=strongly disagree to 5=strongly agree.
The airline marketing manager has indicated a number of research questions and issues they wish addressed in the final report. These are given below. The data for this assignment is titled “Research Project_data.sav”, and can be found on LMS. Values and labels for the variables are provided within the data set. The data set has been cleaned, and groups that should be excluded from the statistical analysis due to low response numbers are highlighted as ‘missing’ so that when conducting the relevant analysis your results will not include these.
You are to address and answer each of the research questions below. Your answer should be in the format of a written report detailing the main findings of the three research questions, including technical appendices. Details of the specific expectations for this format are outlined in the Appendix. A marking guide is also outlined below and further details are provided in the marking rubric that is located in the research project file. Recommendations should consider how the findings can inform segmentation, marketing strategy development and allocation of resources to best ensure high satisfaction, loyalty and recommendations.
Research Questions________________________________________________
1. Airline management want to know whether there are any differences in service quality evaluation, on the eight service dimensions indicated above, among males and females, different age groups and ethnic groups.
2. Airline management also are interested in whether there are differences in service quality evaluation, on the eight service dimensions indicated above, based on the main purpose for their travel, traveller experience (in terms of number of international flights taken in the last year), and the airline they travelled with.
3. The airline marketing manager also needs to know which service quality dimensions are significant influences on (a) overall satisfaction perceptions, (b) willingness to recommend the airline to others, and (c) repatronage intentions (loyalty). It is expected that the service quality dimensions will all have a positive influence on satisfaction, recommendations and repatronage intentions.
Note: If using the one-way ANOVA and you find a significant overall test result, use the LSD (Least Significant Difference) post-hoc test to check if there are any inter-group differences. If you have any research report related questions please upload these to the discussion board on this topic. Also, you last SPSS lab (week 11) is a consultation sessionfor this report.
Marking Guide___________________________________________________
Written Report Aspect |
Marks (out of 100) |
Main Body |
|
Correct and complete interpretation of output |
40 |
Recommendations to management |
15 |
Layout/use of tables, graphs, and headings |
15 |
Appendices |
|
Quality of appendices (see requirements over page) |
15 |
Report Presentation |
|
Contents, grammar, spelling, use of non-technical language |
15 |
Total |
100 marks |
Note: the above marking guide is based on the assumption that the correct statistical procedure has been used and the SPSS output is correct. Please refer to the grading rubric for additional information.
Appendix - Report Format
Written Report__________________________________________________
Main Body of Report
The main body of your report should answer each of the research questions in non-technical language that managers, with little knowledge of statistics, can understand. Your written report should follow the structure outlined below.
1. Title page
2. Table of contents
3. Executive summary
4. Introduction
5. Findings for research question one
6. Findings for research question two
7. Findings for research question three
8. Conclusion
9. Managerial/ marketing recommendations
You should include tables or graphs in the main body of the report to demonstrate the findings. These should not be directly cut and pasted from the SPSS statistical output, which is overly technical for the main body of the report.
Appendices
Any technical terms and more detailed presentation of results (if required) should be put in the appendices of the report. The appendices are included in the 12 page limit. Please ensure that these can be easily read and the font size is sufficient. Your appendices for each research question will need to provide information pertaining to:
1. The statistical procedure used.
2. The null and alternative hypotheses.
3. The test statistic and p-value used to reach a conclusion (test all hypotheses at the 5% significance level (i.e., 95% confidence level)).
2022-07-15