Reference no: EM132293093
FlyRight Airline Company is a medium-sized national air carrier. Operating profitably for more than 10 years, FlyRight is interested in changing the interior layout of its biggest aircraft to better suit the preferences of a large and growing segment of its market – business travelers. Management is planning to create a business-class section, reducing the number of rows of seats and installing small tables to enable businesspeople to work during long flights.
Prior to this major aircraft renovation, however, senior management has decided to conduct some market research to ensure these alterations will suit the needs of its target audience of passengers. To keep research expenses to a minimum, the following research approach was implemented:
Questionnaires were completed by passengers during their flights.
Due to anticipated ease of administration and collection, questionnaires were distributed only on shorter flights of less than one (1) hour duration.
The study was conducted during the 2nd and 3rd weeks of December, when flights were fullest, in order to maximize participation.
To increase the survey response rate, each flight attendant on board was responsible for collecting a certain number of completed questionnaires.
Management felt that this was a good opportunity to collect as much information as possible, so questionnaires included issues such as check-in preferences and satisfaction with FlyRight’s frequent flyers program. As a result, the survey took about 20 minutes to complete.
Results from the survey were collected and analyzed. Before the final report is presented at the upcoming Board of Directors’ meeting, it was reviewed by the CMO’s staff, including several newly hired marketing analysts.
How would YOU answer each of the following questions?
Questions (ANSWER 1, 2 & 3):
(1) What type of sampling was used for this survey … Probability or Non-probability?
(2) If YOU were put in charge of conducting this research, what aspects of drawing the sample – IF ANY – would you change?
(3) As a brand new analyst in the Marketing department, what would you tell your manager about this survey? Will the survey provide enough meaningful information for FlyRight to move forward with its plan to change the seating configuration? (Explain your answer.)