Market Research Assessment of Airlines' Term Paper

service (Huse, Evangelho 2007). What is needed is more concentration first on the objectives of the study in light of the planes' proposed reconfigurations' increasing full service relative to low cost. Once that hypothesis in conjunction with a pricing analysis of how much those loyal business leader travelers on the airline today are willing to pay, then a more accurate research design can be developed.

Following a clarification of the research design and hypothesis, the research team needs to also consider attitudinal and psychographic research in addition to purely looking at the economics of pricing as it relates to providing greater services on their jets in the form of meeting areas. Specifically looking at what business leaders consider to be exceptional service offerings relative to their baseline levels of expectations is critical to see if the inclusion of tables is even in their set of preferences or minimum expectations (Enquist, Edvardsson, Sebhatu, 2007). Only by setting hypotheses and research objectives that seek to ascertain the minimum expectations of business leaders choosing to charter jets, in addition to their preferences can accurate data be captured. In the context of the questionnaire the research team then needs to pay attention to attitudinal variables and using Likert scales, capture the minimum expectations relative to preferences (Ping, 2004). Unfortunately the questionnaire quickly grew to include many objectives, growing to several pages, which will inevitably introduce respondent fatigue and either a social desirability bias of merely responding quickly to appear done or giving up on the questionnaire and leaving it behind in the jet. Incenting the flight attendants to gain as many responses is possible introduces sampling bias and