Running Head: QUALITATIVE AND QUANTITATVE DATA

Qualitative and Quantitative Data

A Research Plan and Development to Make the SFO Air Port a Community Within a Community”

Colorado State University- Global Campus

By: Tunisia I.E. Al-Salahuddin

6/10/2015

The San Francisco International Air Port (Aerodrome) is one of the major stops for many

travelers from all walks of life and around the world. I would never consider the SFO Air Port

to be considered a pit stop, but a stop of comfort and relaxation for the visitors whom come to

enjoy a meal, the museum, or just the frequent traveler. This would be a planning engineer’s

dream design come true to develop a utopia that is achievable with the proper group of civil

engineers, planners, and qualified commissioners’ board. The qualitative measurements and

quantitative measurements would be from data that was collected over the years in regards to

numbers of consumers, revenue, comps, and land mass.

QUALITATIVE AND QUANTITATVE DATA 1

Abstract

Introduction

Upon my 3 day observation I did notice much more un-development area within the SFO

International Airport that could and should be designed and created into a livable habitation

within the overall infrastructure of the SFO Air Port. This development of the SFO International

Air Port could make the Aerodrome a model example of how a community could exists within

an Air Port that accommodates hundreds of thousands of commuters each year. The San

Francisco Travel Association stated, “In 2010, San Francisco welcomed 15.92 million

visitors, an increase of 3.1 percent from 2009. These visitors spent $8.34 billion in

2010, up 6.2 percent from the previous year. “The tourism industry

generated $485 million in taxes for the City of San Francisco, up 4

percent from the previous year.   Tourism supported 67,122 jobs in 2010

with an annual payroll of $1.88 billion.  In 2010, there was an average of

126,931 visitors in San Francisco each day.  Visitor spending equated to

$22.84 million daily (including spending related to meetings and

conventions” (STA, 2014). San Francisco International could surely

raise their revenue and also become an example of a model community

within the Bay Area by expanding their plans to create a Utopia that

encompasses family, community, employment, socializing, and society.

The creation of a team of developers, architect engineers, researchers,

community developers, and a host of other planners to ensure this plan

is created and built will also add to the financial success of the San

QUALITATIVE AND QUANTITATVE DATA 2

Francisco Bay Area. The measurements of research and development

will come from: Annual Reports, Qualitative Measurements, Quantitative

Measurements, and other collected data that is pertinent to the

research and development plan.

Qualitative and Quantitative Data

Quantitative Data

When developing this plan of action qualitative and quantitative data would come

directly from data mining through diverse techniques. According to the Airport Cooperative

Research Program (ACRP) Report 19 article “Developing an Airport Performance-

Measurement System, "KPIs can be classified into six buckets: Financial Performance,

Safety Performance, Operations Performance, Personnel Performance, Customer Service

Performance and Community Performance. Airports have really gotten smart with this new form

of technology that. Recently the San Francisco International Airport upgraded terminal E to

interactive system called Omnivex Moxie. According to ‘Digital Signature Magazine. “Omnivex

Moxie can tie data in from various source systems (maintenance, elevators, emergency alarms,

etc.) and devices (RFID, barcode scanners, etc.)” (DSM, 2014).

Table I

This Table Illustrates the Quantitative Data Collected From San Francisco Travel Association.

The data collected shows the annual revenue.

Visitors Spending City Revenue Job Creation Visitor Daily STA Overall Findings

QUALITATIVE AND QUANTITATVE DATA 3

SPENDING

$8.34 billion

in 2010

$485 million  67,122 $22.84

million daily

$1.88 billion.

The annual money that

the city of San Francisco

to note of

SFO and the

Commissioner Board

noted the annual revenue

SF generated for 2010

SFO and the City of City

of San Francisco was able

to create 67,122 new jobs

in 2010

By SFO being an

International Airport the

Visitor Spending from

tourist around the world

was raised in 2010

The overall finding of the revenue

of San Francisco in 2010 was

substantial due to SFO airport

which allows for tourist to make

San Francisco a destination.

The quantitative data given by the city of San Francisco through the travel association was

collected through a number of sources like the SFO International Airport, The City of San

Francisco, and other tourist attractions that report findings to the travel association of San

Francisco. The creation of this community development within the SFO International Airport

would also create more jobs that would help lighten the jobless tension rate and elevate the

community through planning, development, and job creation for the betterment of the

community

Qualitative Data

The qualitative data that was collected by the SFO International Airport was information that

was compiled from a number of creditable sources. “San Francisco International Airport (SFO),

a department of the City and County of San Francisco, is a transparent organization dedicated to

serving our local community as well as the millions of travelers who pass through our doors each

year. We welcome public interest in the way we do business” (SFO, 2015). The qualitative

information comes from information that was gathered within the annual reports, the awards that

QUALITATIVE AND QUANTITATVE DATA 4

where achieved by SFO, and by the consumers themselves who actually utilized the services

within SFO International Airport. A qualitative report of data is always needed within the

business structure and by creating qualitative reports it allows the company to show where their

down falls are and where they do well. The qualitative reports also show the city of San

Francisco how well they are doing as a tourist attraction and a destination for future visitors. The

numbers are balanced within the quality report then the quantitative report will also reflect this

which is usually the revenue earned. Below in table II is an illustration of the awards the SFO

International Airport has earned and achieved over the years.

Table II

This is an illustration of collected data regarding the quality of the San Francisco International

Airport and the awards they have won along with article write ups regarding their quality as an

organization and corporation.

AWARDS ARTICLE SOURCE COMMENTS

Best Concession Management Team  Airport Revenue News March 16, 2015 - San Francisco International Airport (SFO) has been honored for Best Concession Management Team in the Airport Revenue News (ARN) 2015 Best Airport & Concession Awards program

Amenities Program – Large Airport Airport Revenue News March 16, 2015 - San Francisco International Airport (SFO) has been honored for its Amenities Program – Large Airport in the Airport Revenue News (ARN) 2015 Best Airport & Concession Awards program.

Best Overall Concessions Program Airport Revenue News March 16, 2015 - San Francisco International Airport (SFO) has been recognized for having the Best Overall Concessions Program by the Airport Revenue News (ARN) 2015

QUALITATIVE AND QUANTITATVE DATA 5

Best Airport & Concession Awards program.

Best Airport Staff in North America SkyTrax San Francisco International Airport (SFO) has been named the #1 airport in North America for customer service in the SkyTrax Passengers’ Choice Awards for 2015. SFO took the top spot in the “Best Airport Staff in North America” category, followed by Denver and Vancouver airports. SFO also ranked fourth in the “Best Airports Worldwide (40 million to 50 million passengers)” and “Best Airports in North America” categories.

Gold Winner, Government Websites  W3 Awards Flysfo.com was named by the Academy of Interactive and Visual Arts as a Gold Winner in the Government Websites category in the 2014 W3Awards. The W3 Awards honors creative excellence on the web.

Conclusion

The need for reporting of qualitative and quantitative data is always needed for accuracy and

to help map out current and future plans of development to ensure accuracy within engineering.

By creating these measurements of data it helps with sustainability for the future endeavors of

the corporation and helps with job existence. This information will also be helpful within the

development of a community within a community project that can utilize the information to

show how much of a help it would be within the economic infrastructure of the San Francisco

Bay Area.

QUALITATIVE AND QUANTITATVE DATA 6

Reference

About SFO. Retrieved June 11, 2015, from http://www.flysfo.com/about-sfo

Publication manual of the American Psychological Association (6th ed.). (2010). Washington, DC: American Psychological Association.

San Francisco Travel Association releases economic impact figures for 2010 and results of year-long Visitor Profile Research. Retrieved January 20, 2015, from http://www.sanfrancisco.travel/article/san-francisco-travel-association-releases-economic-impact-figures-2010-and-results-year-long

Malaviya, A. (2014). Data Mining and Analysis. Airport Business, 29(2), 34-35.

Marshall, C. (2014). Transportation Gets Smart. Airport Business, 29(2), 32-33.