Scenario:

Your firm has been engaged to consult on a research project for Royal Melbourne Airlines.

Royal Melbourne Airlines (RMA) is airline based in Australia that services domestic and international routes. RMA have identified the need to undertake marketing research to better understand the impact of COVID-19 on the future of travel and to identify what services and initiatives may be required once domestic and international travel recommences.

Your research assistant, in conjunction with the client, has started to develop the market research project but as the research manager you now need to take control of the day-today implementation and leadership of the project. The task you must now complete is a report for the client (RMA) that addresses all the following questions:

* This case is based on a real-life project(s). Facts and information about the research have been altered for the purpose of this assessment.

QUESTION 1

Critically evaluate and make recommendations on how to improve, the draft questionnaire developed for the research (pages 6-14). Specifically, discuss

a) if the questionnaire will collect the data needed to address the research objectives of Study 1 of the research;

b) the appropriateness of the length, structure, and layout;

c) use of screening and skip questions;

d) phrasing of the questions; and

e) use of different scale levels/types.

QUESTION 2

What data collection (survey) method would you recommend for Study 1 of this research? Explain the advantages and disadvantages of your recommended method.

QUESTION 3 

Considering the specification for the Study 1 research sample given in the research brief, make a recommendation on the type of sampling method that should be used in Study 1 of this research. Explain the advantages and disadvantages of your recommended method.

QUESTION 4

Explain how you will analyse and report the quantitative data collected from the questionnaire. In your discussion explain three different inferential statistical tests would be appropriate to address research questions 1, 2 and 3.

QUESTION 5 

The client is interested in your recommendations for Study 2 of the research project.

Specifically, you should:

A. Recommend an appropriate data collection method. In your answer describe the advantages and disadvantages of your recommended data collection method and how the data collection method could be implemented.

B. Recommend an appropriate sampling plan. In your answer discuss the advantages and disadvantages of your recommended sampling method.

In your response you should discuss and justify your recommendation using theory, show how your recommended approach would address the research question 4, and complement the questionnaire in Study 1.

QUESTION 6

Develop a qualitative data collection instrument to be used in Study 2 based on your recommendation of a research method provided in QUESTION 5. In your response discuss:

a) the design of the data collection instrument, focusing on the structure and layout; and

b) the questioning techniques used.

A copy of the instrument you have constructed should be included in an appendix to the report.

QUESTION 7

Recommend an approach to analysing the qualitative data collected from the data collection instrument you have developed in QUESTION 6. Explain why your recommended approach is suitable for the data collection method and objective of Study 2 of the research program

Appendix