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An Assignment on a Marketing Research Proposal

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ASSIGNMENT ON MARKETING RESEARCH PROPOSAL Table of Content
CONTENT Pg No.
Executive Summary 3
Background 3
Problem Definition 3
Approach to the Problem 4
Research Design 4
Field/Data Collection 5
Data Analysis 5
Cost and Time 5
Validity and Reliability of Market Research 6
Appendix 7
Reference 8
Executive Summary I have prepared this report proposal on an airline company called Oman Air. In this report you will find a compact profile on Oman Air. In this report I am considered as the market researcher of Sirius Marketing and Social Research Ltd. Here Oman Air has assigned me as their market researcher to find a solution of their problem which is nowadays the airline company is not getting that much response in their issuing of tickets. In this report you will find the data collection methods, broad components of my research problem, data analysis and the full planning of my research methods. Sirius Marketing and Social Research Ltd. is taking Tk 200,000 for doing this research from Oman Air and the company is willing to pay the money to the research company on the basis of the company’s goodwill. Background Oman Air can trace its root back to 1970, when Oman International Services (OIS) was established. The company became a civil aircraft ground handling provider atBeit Al Falaj Airport.In 1972, OIS moved its operations to the new terminal atSeeb International Airport. The company took overGulf Air’s Light Aircraft Division in 1977, before establishingAircraft Engineering Divisionin the same year. Swiftly expanding civil aviation industry of Oman led OIS to the building of several facilities – including workshops, hangers and in-flight catering – to provide for the increase in their activity. Oman Air was completely established in 1981. But nowadays the airline company is not getting that much response in their issuing of tickets. For example, even in the last year 2013 they had 70 lakh tickets booked but in this year of 2014 till now they have got only 20 lakh tickets booked. Problem Definition Till now Oman Air has a good reputation but gradually losing their customers is not normal for the company. The possible reasons for losing their customers may be their air hostess’s behaviour towards the customers in the flight became bad or is not good as before and the airline company is using old aircrafts which was arising technical issues. Approach to the Problem Nowadays as the company Oman Air is losing customers and having a loss in their company they wanted Sirius Marketing and Social Research Ltd. to find a solution for it. The possible solutions to the problem can be they can re-train the air hostesses to make their behaviour good with the customers. They can use the stored money which Oman Air has for future use and buy new aircrafts or repair the technical problems. Research problems Questions:
  1. Is Oman Air using old aircrafts which is unsafe for the customers?
H1: Yes they are using old aircrafts which is very unsafe for the customers. H2:No they are not using any old aircrafts which is unsafe for the customers.
  1. Are the air hostesses of Oman Air misbehaving with their customers?
H1: Yes the air hostesses are misbehaving with the customers H2: No the air hostesses are not misbehaving with the customers. Research Design I am considered as the market researcher of Sirius Marketing and Social Research Ltd. Here Oman Air has assigned me as their market researcher to find a solution of their problem which is nowadays the airline company is not getting that much response in their issuing of tickets. In this report you will find that descriptive research is done to solve this problem. To solve this problem I did a questionnaire survey on the customers of Oman Air. The questionnaire survey was completely based on random sampling. The questionnaire is attached in the appendix. Basically the research is done to make an improvement in Oman Air so that their level of customers will reach to the previous level. Field/Data Collection I am considered as the market researcher of Sirius Marketing and Social Research Ltd. Here Oman Air has assigned me as their market researcher to find a solution of their problem which is nowadays the airline company is not getting that much response in their issuing of tickets. Sirius Marketing and Social Research Ltd. is taking Tk 200,000 for doing this research from Oman Air and the company is willing to pay the money to the research company on the basis of the company’s goodwill. To do the research I am using primary research method and doing qualitative questionnaire survey using random sampling. I am also using secondary information to study about the company. Data Analysis To bring a solution to Oman Air’s problem after gathering the information or data I used analysis methods like hypothesis, multivariate analysis and etc. After doing the analysis the research will be completed and will be able to present a solution to the company. Cost and Time When talking about cost Sirius Marketing and Social Research Ltd. is taking Tk 200,000 for doing this research from Oman Air and the company is willing to pay the money to the research company on the basis of the company’s goodwill and another reason for which the company agreed to pay this amount is that it rather than other companies Sirius Marketing and Social Research Ltd. is wanting less money. The research company will do this research within 2 months and this is very convenient for Oman Air. The research company will keep Tk 120,0000 for their company and will use Tk 80,000 for the research. Validity and Reliability of Market Research Validity and Reliability is very important to maintain for research firms. Here I can show validity and reliability of the primary data which is the questionnaire survey for which I gathered photographs of the interviewer and the customers during the questionnaire and secondary source by showing them from where I collected the data. I chose to collect both primary and secondary data cause primary data is most of the time authentic as it is always collected for known purpose and secondary data are always easy to collect as they are already collected before. Appendix QUESTIONNAIRE SURVEY FOR OMAN AIR TO THE CUSTOMERS Please give a tick mark on the blank space.
  1. Are you happy about Oman Air’s service?
Yes_ No_
  1. Are the airline giving you enough satisfaction while travelling?
Yes_ No_
  1. Is Oman Air’s staff behaving welcomingly with you?
Yes_ No_
  1. Do you find the price of the flight’s ticket efficient?
Yes_ No_
  1. While travelling do you find the flight’s environment comfortable?
Yes_ No_
  1. Do the cruises working in the plane fulfil your necessities while travelling?
Yes_ No_ Reference oman air. 1981.oman air. [ONLINE] Available at:http://www.omanair.com/en/. [Accessed 15 May 2014]. oman air. 1981.oman air. [ONLINE] Available at:http://en.wikipedia.org/wiki/Oman_Air. [Accessed 15 May 2014] oman air. 1981.oman air. [ONLINE] Available at:http://en.wikipedia.org/wiki/Reed_Business_Information. [Accessed 15 May 2014]. Malhotra, Naresh K., 2011.Marketing Research. 6 th ed. India: Pearson. 1
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