A Research Project

Subject- MRIS Submitted to-DR.RACHNA GANDHI

Submitted ByJigar Bhavsar (5003) Akshit Shah (5240)

Ch-1

Research Methodology

Marketing Research Process

Step 1: Problem Definition

Step 2: Development of an approach to the problem

Step 3: Research design formulation

Step 4: Field work or data collection

Step 5: Data preparation and Analysis

Step 6: Report preparation and Presentation

Step 1: problem definition

The first step in any marketing research project is to define the problem. Here, the problem defined is that researcher wants to know the satisfaction level of the fliers. The fliers satisfaction level can be measured from the level of service, quality of food, courtesy of air hostess and others. So the overall rating of the company is measured which helps to know the satisfaction level of the fliers.

Step

development approach to the problem

2:

of

an

Development of an approach to the problem includes formulating an objective or theoretical frame work, analytical models, research questions, and hypothesis and identifying the information needed.

Step 3: Research design

A research design is a frame work or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the required information and its purpose is to design a study that will test the hypothesis of interest, determine possible answers to the research questions, and provide the information needed for decision making.

Here, we have applied conclusive research design descriptive research design.

Step

4:

Fieldwork

or

data

collection
Data collection involves a field work that operates either in field or electronically. Here, we have applied questionnaire sample size is 50. We have got 50 filled questionnaires. method. The

Step

5:

Data

preparation

and

analysis
Data preparation includes editing, coding, transcription and verification of data. Here we have used SPSS software which made the data preparation process very easy.

Step 6: Report preparation

The entire project should be documented in a written report that addresses the specific research questions identified, describes the approach, research design, data collection and analysis procedures adopted, and presents the results and the major findings.

Chp-2
Part-I
Descriptive Statistics Charts
1) Age
AGE Cumulative Frequency Valid BELOW 40 ABOVE 40 Total 23 27 50 Percent 46.0 54.0 100.0 Valid Percent 46.0 54.0 100.0 Percent 46.0 100.0

From the above table we can conclude that 46% of the fliers fall each under below -40 and 54% above-40 age.

2) Education
EDUCATION Cumulative Frequency Valid BELOW HIGH SCHOOL HIGH SCHOOL GRADUATION POST GRADUATION Total 7 16 17 10 50 Percent 14.0 32.0 34.0 20.0 100.0 Valid Percent 14.0 32.0 34.0 20.0 100.0 Percent 14.0 46.0 80.0 100.0

From the table it can be concluded that major fliers fall under the category of Graduate and High Schools i.e. 34% & 32% respectively.

3) Purpose of flight
PURPOSE Cumulative Frequency Valid GOVT. WORK BUSINESS PERSONAL WORK VACATION Total 5 13 20 12 50 Percent 10.0 26.0 40.0 24.0 100.0 Valid Percent 10.0 26.0 40.0 24.0 100.0 Percent 10.0 36.0 76.0 100.0

From table and above pie chart, it is evident that flights are being used for personal work and business purpose.

4) Trips
TRIPS Cumulative Frequency Valid NONE BEFORE 1-3 4-6 7-9 10 OR OVER Total 12 7 13 9 9 50 Percent 24.0 14.0 26.0 18.0 18.0 100.0 Valid Percent 24.0 14.0 26.0 18.0 18.0 100.0 Percent 24.0 38.0 64.0 82.0 100.0

From Above table, we can conclude that 26% fliers make trips 4-6 time during the year. 24% people have not flied before.

Frequencies

Frequencies include: 1) Measures of central tendencies- Mean, median and mode 2) Measures of dispersion- Std deviation, variance 3) Measure of distribution- Skewness, Kurtosis

All the frequencies are measured for 3 variables-AGE, TRIPS AND RATING.
Statistics AGE N Valid Missing Mean Median Mode Std. Deviation Variance Skewness Std. Error of Skewness Kurtosis Std. Error of Kurtosis Sum 50 0 1.54 2.00 2 .503 .253 -.166 .337 -2.057 .662 77 RATING 50 0 2.96 3.00 2a 1.324 1.753 .076 .337 -1.103 .662 148 TRIPS 50 0 2.92 3.00 3 1.426 2.034 .014 .337 -1.249 .662 146

a. Multiple modes exist. The smallest value is shown

Here in table we have taken the frequencies for the variable-number of trips, age, overall rating. The mean for trips comes out to be 2.92, which is nearly equal to 3 that means that maximum number of people has made at an average of 2-3 trips in a year.

(Cross-tabs)

1) Age and Purpose

AGE * PURPOSE Crosstabulation PURPOSE PERSONAL GOVT. WORK AGE BELOW 40 Count % within PURPOSE ABOVE 40 Count % within PURPOSE Total Count % within PURPOSE 4 80.0% 1 20.0% 5 100.0% BUSINESS 5 38.5% 8 61.5% 13 100.0% WORK 9 45.0% 11 55.0% 20 100.0% VACATION 5 41.7% 7 58.3% 12 100.0% Total 23 46.0% 27 54.0% 50 100.0%

Here in Table, we have done cross-tabulation between the age and purpose. We can infer that maximum people above the age of 40 go for business purpose and lowest number above the age of 40 go for govt. work. Similarly, the people below the age of 40 go for govt. work for most and less people below the age of 40 for business.

Only 12 people out of 50 go for vacation purpose.

2) Purpose and trips

PURPOSE * TRIPS Crosstabulation Count TRIPS NONE BEFORE 1-3 PURPOSE GOVT. WORK BUSINESS PERSONAL WORK VACATION Total 2 2 3 5 12 0 2 3 2 7 4-6 1 3 6 3 13 7-9 0 3 4 2 9 10 OR OVER 2 3 4 0 9 Total 5 13 20 12 50

Here in table, we have compared two variables- Number of trips and purpose of trip. We can infer from the table that business people have made 4-6 trips in a year, while people concerned with government work have made 10 or above trips. There were only 12 people who have made not any trips till now. There were 9 people out of 50 who were frequent fliers and have made 10 trips and above.

3) Taste and Qual. Of meal

QUAL_MEAL * TASTE Crosstabulation Count TASTE VERY POOR QUAL_MEAL VERY POOR POOR FAIR GOOD Total 2 4 3 1 10 POOR 2 5 5 3 15 FAIR 5 5 4 3 17 GOOD 0 3 3 2 8 Total 9 17 15 9 50

There is cross-tabulation done between qual. Of meal and taste. Maximum number of people found the meal to be tasty.

4) Arrangement and Punctuality of flight

PUNCTU * ARRANGE Crosstabulation Count ARRANGE VERY POOR PUNCTU VERY POOR POOR FAIR GOOD EXCELLENT Total 0 1 2 0 0 3 POOR 1 1 1 4 2 9 FAIR 0 4 9 3 2 18 GOOD 0 2 4 6 2 14 EXCELLENT 0 0 4 2 0 6 Total 1 8 20 15 6 50

Here in table, we have compared the punctuality of the flights and the arrangement at the airport lodge. Maximum numbers of people find the flights to be punctual (21) and even the arrangement to be good(20). They do not mind even if the flight is delayed due to some technical reason as the arrangement at the lodge is also good.

Part-II
Inferential statistics
(Hypothesis testing)
H0 = The variables arrangement at the airport lodge

1)

Paired Samples Statistics Mean Pair 1 ARRANGE RATING 3.22 2.96 N 50 50 Std. Deviation 1.075 1.324 Std. Error Mean .152 .187

Paired Samples Correlations N Pair 1 ARRANGE & RATING 50 Correlation -.037 Sig. .800

Paired Samples Test Paired Differences 95% Confidence Std. Std. Pair 1 ARRANGE - .260 RATING 1.736 Error .245 Mean Deviation Mean Interval of the Difference Lower -.233 Upper .753 t df 1.059 49 Sig. (2-tailed) .295

As, the value of p= 0.800 in table, which is greater than 0.05, So, there is no evidence for rejecting the H0, so it is accepted. That means the overall rating and arrangement at the airport lodge are independent. The overall rating does not depend on the arrangement at airport. People donot value it as important feature for rating the flight service

2)

H0 = There is no significant difference between the number of trips and quality of service H1 = There is significant difference between the two variables. As both the variables under study are interval and ratio in nature, we are applying the parametric testCorrelation

Correlations TRIPS TRIPS Pearson Correlation Sig. (2-tailed) N QUAL Pearson Correlation Sig. (2-tailed) N 50 -.034 .812 50 50 1 QUAL -.034 .812 50 1

As the value of p= 0.812 which is greater than 0.05, there is no evidence for rejecting H0 So H0 is accepted. That means there is no significant difference between the number of trips made and the quality of service provided. The people are satisfied so they prefer this airline and the number of trips made by them increases. H0 = There is no significant difference between the mean obtained for trips, punctuality of the flight , arrangement at airport lodge, quality of service and announcement for different age groups H1 = There is significant difference between the mean obtained for trips, punctuality of the flight , arrangement at airport lodge, quality of service and announcement for different age groups

3)

Group Statistics AGE TRIPS BELOW 40 ABOVE 40 PUNCTU BELOW 40 ABOVE 40 ARRANGE BELOW 40 ABOVE 40 QUAL BELOW 40 ABOVE 40 ANNOUN BELOW 40 ABOVE 40 N 23 27 23 27 23 27 23 27 23 27 Mean 2.74 3.07 3.35 3.33 3.43 3.04 3.52 3.37 3.17 3.22 Std. Deviation 1.544 1.328 .885 1.038 .992 1.126 1.039 .839 1.029 1.086 Std. Error Mean .322 .256 .184 .200 .207 .217 .217 .161 .215 .209

Independent Samples Test 95% Confidence Sig. (2F TRIPS Equal variances assumed Equal variances not assumed PUNCTU Equal variances assumed Equal variances not assumed ARRANGE Equal variances assumed Equal variances not assumed QUAL Equal variances assumed Equal variances not assumed ANNOUN Equal variances assumed Equal variances not assumed -.161 47.425 .873 -.048 .300 -.651 .554 .047 .830 -.161 48 .873 -.048 .301 -.653 .557 .560 42.210 .578 .151 .270 -.394 .696 1.989 .165 .570 48 .571 .151 .266 -.383 .685 1.328 47.934 .191 .398 .300 -.205 1.000 .119 .732 1.314 48 .195 .398 .303 -.211 1.006 .053 47.999 .958 .014 .272 -.532 .561 .426 .517 .053 48 .958 .014 .275 -.539 .568 -.815 43.762 .420 -.335 .411 -1.163 .494 Sig. t df Mean Std. tailed) Difference Difference .414 -.335 .406 Interval of the Error Difference Lower Upper -1.151 .481

1.760 .191 -.825 48

After doing the independent t-test, we can infer from table ,that the mean difference between age groups for all the variables like-trips, punctuality of flight, arrangement at airport lodge, quality of service and announcement is not there. There is no significant difference as the value of p > 0.05. So there is no evidence for rejecting the null hypothesis H0. So, it is accepted And there is no significant difference between the mean values for the two age groups.

4)

H0 = There is no significant difference between the age and purpose for flying. H1 = There is significant difference between the age and purpose of flying Note: Here we have divided the purpose in two groupsbusiness work and personal work

AGE * purp1 Crosstabulation purp1 Businesspurp AGE BELOW 40 Count % within purp1 ABOVE 40 Count % within purp1 Total Count % within purp1 12 66.7% 6 33.3% 18 100.0% Personal purp 5 27.8% 13 72.2% 18 100.0% Total 17 47.2% 19 52.8% 36 100.0%

Chi-Square Tests Asymp. Sig. (2- Exact Value Pearson Chi-Square Continuity Correction Likelihood Ratio Fisher's Exact Test Linear-by-Linear Association 5.310 N of Valid Cases 36 1 .021
b

Sig.

(2- Exact sided)

Sig.

(1-

df 1 1 1

sided) .019 .045 .018

sided)

5.461a 4.012 5.611

.044

.022

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 8.50. b. Computed only for a 2x2 table

Symmetric Measures Value Nominal by Nominal Phi Cramer's V N of Valid Cases .389 .389 36 Approx. Sig. .019 .019

Here in tables, we have done chi-square test. The value of p is > 0.05 So there is no evidence for rejecting the null hypothesis H0. So, it is accepted Hence there is no significant difference between the age and the purpose of flight.

Ch-3
Findings
1.

Majority of people use airlines for business purpose and personal work. It is found that majority of people make trips more than 3 and less than 10 times.

2.

3. Quality of service and meal provided by the flight was liked by the fliers. 4. Majority of people didnt find any difficulty during the journey and those who faced were satisfied with the help provided by the air hostess.
5.

Most of the people were overall satisfied with the services provided by the airline. Hypothesis testing with the help of paired sample ttest, we could infer that overall rating and arrangement at the airport lodge are independent.

6.

7. With the help of correlation, it could be inferred that there is no significant difference between number of trips made and quality of service provided.
8.

From independent sample test, there is no significant difference between the means of age groups of all variables like trips, punctuality of flight, arrangement at airport lodge and announcement

9.

From chi-square testing, it could be inferred that there is no difference between age and purpose of flight.