Qantas By MK
Part A--The Case of Qantas
Executive Summary
This report is analysis of information on should the Qantas need extra flight for its new route to Europe. In part A of this assessment, firstly, all of the marketing decision problem, marketing research problem and research objectives will be determined and identified. It will then use the mixed methods the focus group of qualitative research and survey methods of quantitative research to analyse the perception and attitude of the Qantas passengers, and generalize the views and recommendations of the respondents. In addition, it will collect all of the data and analyse it via questionnaire technique. Finally, it will acknowledge the key limitations of the research design.
Table of content
Executive Summary 1
Part A--The Case of Qantas 3
1. Problem Statement 3
1.0 Background 3
1.2 Decision Maker’s Key Goal (DMKG) 3
1.3 Management Decision Problem Statement (MDP) 3
1.4 Marketing Research Problem (MRP) 4
1.5 Rationale 4
1.6 Research Objectives 4
2.0 Market Research Design 5
2.1 Qualitative Research 6
2.2 Quantitative Research 6
2.3 Mixed Method 7
3. Sample Data Collection Instrument 8
4. Sampling plans, Data collection, Data Analysis Techniques 9
4.1 Quantitative technique – online survey 9
4.2 Qualitative Technique 10
5. The limitation of the research design 11
Reference 12
1. Problem Statement
1.0 Background
Qantas is the largest airline in Australia which has 32,000 staffs and serves 145 destinations around the 37 countries. It is defined Australian the strongest brand with a proud history of credibility since 1920 it was established. Although the Qantas has a good reputation and current strong market position, it still has to face lots of competitions in the airline industry, especially its international profit continued to decrease. However, Qantas recently launched the new program which is changed its partner British Airline as cooperate with Emirates. It is clear that new cooperation brought the
Executive Summary
This report is analysis of information on should the Qantas need extra flight for its new route to Europe. In part A of this assessment, firstly, all of the marketing decision problem, marketing research problem and research objectives will be determined and identified. It will then use the mixed methods the focus group of qualitative research and survey methods of quantitative research to analyse the perception and attitude of the Qantas passengers, and generalize the views and recommendations of the respondents. In addition, it will collect all of the data and analyse it via questionnaire technique. Finally, it will acknowledge the key limitations of the research design.
Table of content
Executive Summary 1
Part A--The Case of Qantas 3
1. Problem Statement 3
1.0 Background 3
1.2 Decision Maker’s Key Goal (DMKG) 3
1.3 Management Decision Problem Statement (MDP) 3
1.4 Marketing Research Problem (MRP) 4
1.5 Rationale 4
1.6 Research Objectives 4
2.0 Market Research Design 5
2.1 Qualitative Research 6
2.2 Quantitative Research 6
2.3 Mixed Method 7
3. Sample Data Collection Instrument 8
4. Sampling plans, Data collection, Data Analysis Techniques 9
4.1 Quantitative technique – online survey 9
4.2 Qualitative Technique 10
5. The limitation of the research design 11
Reference 12
1. Problem Statement
1.0 Background
Qantas is the largest airline in Australia which has 32,000 staffs and serves 145 destinations around the 37 countries. It is defined Australian the strongest brand with a proud history of credibility since 1920 it was established. Although the Qantas has a good reputation and current strong market position, it still has to face lots of competitions in the airline industry, especially its international profit continued to decrease. However, Qantas recently launched the new program which is changed its partner British Airline as cooperate with Emirates. It is clear that new cooperation brought the