Research Method Complete

8/6/2019 Research Method Complete

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DECLARATION

We hereby declare that this project paper is we original work except for quotations and citations

which have been duly acknowledged and that it has not been previously or concurrently

submitted for any degree at UNIVERSITI TENAGA NASIONAL or other institutions.

18 October 2010 JAYANTHY A/P SHUNMUGASIGAMANY

HR082182

JESSLYN RAJ A/P CHARLES JEYARAJ

HR081994

THATCHEENEE A/P MUNUSAMY

HR082003

YAMUNA DEVI A/P GANAESON

HR082420

ADAM HAZREIN BIN HARIS

HR082335

MUHAMMAD NOORAZRIN BIN ABDUL RAZAK

HR082367


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ACKNOWLEDGEMENT

We wish to record our appreciation and speeches to thank our lecturer that Prof Dr. Hussain AliBekhet for giving us the opportunity to do the research on analyzing about the competition

between Malaysian Airlines Service (MAS) in 2009 among airline passengers of both MAS and

AIRASIA in Kuala Lumpur International Airport and also at the LCCT terminal. Without his

guidance and supervision in completing this thesis project, there would not be a thesis if it were

not for Prof Hussain guidance.

During the period of doing the assignment, we have faced a lot of difficulties and barriers on

collecting data and also analysis. Due to this difficulties and barriers, it had slow down the pace

of the work on this assignment but the support of several individuals does not stop.

Therefore, we had managed to complete the whole assignment with guidance assistance from

those who willing to give guide and assist. Not to forget, we also would like to thank all parties

who have provided support to us in various aspects of the research until assignment essence is

complete successfully. We also want to thank both our parents for supporting us from behind to

done this assignment and also to the member UNITEN because our opportunity to learn subjects

Research Methods in this semester.

Thanks also to members all of our group members, namely Jayanthy, Jesslyn Raj, Thatcheene,

Yamuna , Adam Hazrein and Muhammad Noorazrin because they have tried hard to prepare

this assignment and provide full cooperation. In addition, we also strengthen our friendly

multiracial relations. Thank you.


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ANALYZING THE COMPETITION BETWEEN MALAYSIAN

AIRLINES SERVICE (MAS) IN 2009

ABSTRACT

This dissertation reports the results of research study focused on describing and coming to the

determinants of customer satisfaction on Malaysian Airlines Service among airline passengers in

Kuala Lumpur International Airport (KLIA) and also at the LCCT terminal. This study seeks to

contribute to the development of a conceptual framework that integrates service quality,

corporate image, and level price.

The study was conducted using based on probability sampling in Sepang with focus point is on

the Kuala Lumpur International Airport and also the LCCT terminal area. The research sample

was selected from a range of demographic elements for processing based on convenience

sampling. Methods of data-collection included self-administered questionnaire. Quantitative data

obtained and the data gathered were being treated by using the statistical software program

namely Statistical Package for Social Research (SPSS) version 18.0 for analysis and

summarization purposes.

In preparation for the study, a comprehensive literature review was performed. The literature

review informed the theoretical framework which guided the study. Additional literature, where

needed, was introduced through the data collection and analysis processes. The study uncovered

that service quality, corporate image, and price are found to act on service loyalty via customer

satisfaction. Price has been found to be the most important input to customer satisfaction. It gives

implications for differentiated marketing strategies according to the perceived value and type of

customer loyalty and summative overview topics for further study.


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INTRODUCTION

ANALYZING THE COMPETITION BETWEEN MALAYSIAN

AIRLINES SERVICE (MAS) IN 2009

1.1 BACKGROUND

As a start we have chosen the title of analyzing the competition between Malaysian airlines

system in 2009. The main reason that we have chosen is to do a research on MAS airlines is

mainly to create awareness among the passengers that are boarding MAS about the qualityservice that they have been providing and also to inform the public at large about the challenges

that MAS is facing recently.

Malaysia Airlines began in 1947 as Malayan Airways. However, it was renamed Malaysian

Airways following the creation of the Federation of Malaysia in 1963. The company is publicly

called Malaysia Airlines System. While MAS has grown to become Southeast Asias largest

airlines, it also becomes one of the worlds premier international carriers.

Recently, MAS had been suffered high losses over the years because of the fuel price increases

and poor management. Malaysias government overhauled the operations of the airline. Under

Idris Jala who was appointed as the new CEO in 1 December 2005 leadership, Malaysia Airlines

unveiled its Business Turnaround Plan (BTP) in February 2006 which highlighted low yield, and

an inefficient network and low productivity.

Another factor that has been affecting MAS is the competitive challenges by the newcomer

airasia airlines which have influence the public that everyone can fly at the cheapest rate fare.

These has caused majority of the traveller to switch airlines to airasia because of the cheap air

price, zero fuel price and also provide a discount for their members.


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Because of this issues that MAS has been facing, thus it has made us excited and also increased

our curiosity to do research about MAS airlines which we believe will benefit everyone

especially the airline passengers.

1.2 QUESTIONS OF THE RESEARCH:

1. Does the passenger have enough knowledge about MAS service?2. What are the competitive effects faced by MAS?3. Is the challenge faced by MAS, will lead to the decline of MAS?4. What is the knowledge that MAS must possess when it comes to competitions?5. How to help MAS to overcome the barriers from its competitors?

1.3 OBJECTIVES OF THE RESEARCH:

1. To ensure that the passenger have the complete knowledge about MAS service provider.2. To understand the effects of having competition between other airlines.3. To identify the challenges faced by MAS by analyzing the factors contributing to its

decline

4. To increase the knowledge and awareness about competitiveness in the airline services.5. To restrain MAS by improving its structure and strategy.


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1.4 PROBLEM STATEMENT

In order to completed this research, our group are also faced some problems. But we try to

handle it together and give full commitment to complete this research. So we have discussed the

problem and finish it together. All of the group members try to agree and respect with others

ideas when make a decision. We had the problem such as dont have enough material which is

the information. We need more information from many resources to complete this project. To

solve these problems, our group members always refer to our lecturer. Beside that we try to find

the article that related to the topic from the internet such as the UNITENs library online

database and also other website.

We also have a financial problem. We dont have enough money in because conducting theresearch will cost the money to get more information. We also need money to make more copy

of the questionnaire and distribute it to the public, printing, binding and so on. But we try to find

the solution together to overcome this problem such as collect the money from all group

members to cover all the cost and expenses that will incurred during this research. Besides that,

we also faced the problems to get the best solution about the determination of customer

satisfactoin at the Kuala Lumput International Airport and also at the LCCT terminal. From the

airline passengers we were able to know their perception. To get the information, we will

distribute the questionnaire to the airline passengers to get their opinion about the things that we

were discussed.


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1.5 SIGNIFICANT OF STUDY

This study is apparently one of the first few attempts to knowing the determinants of customer

satisfaction on airline services among the airline passengers in KLIA and also at the LCCT

terminal. This study would therefore, try to provide some feedback from consumer perception

refers to the product quality, level of services that are being provided, level of price, brands and

level of satisfaction with the service provide. Based on the research question, we will know how

to cope with this problem and knowing the views of consumer on the purchase price

commensurate with quality airline services. In this research consumers perceive price in both

positive and negative roles that ultimately influence purchasing behavior. The findings of this

study could provide some information how to determine the variety of airline services available

in term of purchasing decision It could perhaps also help the passengers among the airline

passengers to solve the solution either to pay more or pay less for the service that are being

provided.

1.6 SCOPE OF STUDY

This study focuses on determinant of customer satisfaction on the services that are being

provided by the types of airlines, which has five major independent at time of writing which are

experience of the airline quality, service, level of price, level of satisfaction and brands with the

service provider. The data for this study was collected through self-administered questionnaire

during the period from 02th Oct 2010 to 09th Oct 2010. Periodical researches have been referred

in justifying and supporting the design of an effective research study. Reviewing the literatures

could provide a basis for revising the proposed study by extending parts of previous studies. It

also gives an idea to researchers on how to conduct a study. Based on literature review, the scope

of this study uses perceived all the element of independent and customer satisfaction as

dependent variable.


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1.7STRUCTURE OF STUDY

This paper is divided into five chapters that covered Introduction, Literature Review,

Research Methodology, Research Result, and Conclusion & Recommendation. The

outlines of the five chapters are as below.

Chapter 1: Introduction

This chapter gives an overview of the study. It contains general introduction to the issues with

which the study is concerned, purposes and significance of the study, followed by the research

objectives, and scope of the study.

Chapter 2: Literature Review

This chapter assesses to previous literature and studies relevant to the fields and related topics. A

literature review also provides a rationale for the proposed study by placing it next to previous

studies.

Chapter 3: Research Methodology

It describes and explains the research methodology used in the study. Key topics of this chapter

include theoretical framework, methodologies, and hypotheses, selection of measures, sampling

design, data collection procedures, and data analysis techniques.

Chapter 4: Research Result

This chapter describes overall findings, summarizes the statistics of respondents, result of

statistical analysis, and discussion of the research result. Results and data analysis are presented

in the form of text, figures, tables, etc.

Chapter 5: Conclusion and RecommendationIn this chapter, the findings are summarized and implications of the findings are being discussed.

It looks at the implications of the findings practice, accepted theoretical model or paradigm,

limitation of study and indicate the overall importance of the research to the field. This chapter

also outlines recommendation for future research.


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LITERATURE REVIEW

2.0LITERATURE REVIEW

This chapter assesses to previous literature and studies relevant to the fields and related topics. A

literature review also provides a rationale for the proposed study by placing it next to previous

studies. For our research project, the literature review is to help us to identify theories and ideas

that we test using data. It will plan to explore our data and develop theories from it that we will

subsequently relate to the literature.

2.1 Our research questions are:

1. Does the passenger have enough knowledge about MAS service?

2. What are the competitive effects faced by MAS?

3. Is the challenge faced by MAS, will lead to the decline of MAS?

4. What is the knowledge that MAS must possess when it comes to competitions?

5. How to help MAS to overcome the barriers from its competitors?

2.2 Our research objectives are:

1. To ensure that the passenger have the complete knowledge about MAS service provider.

2. To understand the effects of having competition between other airlines.

3. To identify the challenges faced by MAS by analyzing the factors contributing to it decline

4. To increase the knowledge and awareness about competitiveness in the airline services.

5. To restrain MAS by improving its structure and strategy.


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From our research objective and research question, we can identify the relationship regarding the

concept that determinant of customer satisfaction are on the (1) product quality, (2) service, (3)

level of price, (4) brands and (5) level of satisfaction with the service provide.

Service quality:

Customer satisfaction often depends on the quality of product or service offering. Inthe context

of services, some describe customer satisfaction as an antecedent of service quality (Bitner,

1990; Cronin and Taylor, 1992). Service quality is thus related, though not equivalent, to

satisfaction (Oliver, 1980). For this reason, research on customer satisfaction is often closely

associated with the measurement of quality(East, 1997).

Customer satisfaction can thus be based not only on the judgment of customers towards the

reliability of the delivered service but also on customers'experiences with the service delivery

process (Naser et al., 1999).De Ruyter et al. (1997) summarized the conceptual gap between the

two constructs as the following: customer satisfaction is directly influenced by the intervening

variablesof disconfirmation (the difference between perceptions and expectations), whileservice

quality is not; satisfaction is based on predictive expectation while service quality is based on an

ideal standard expectation; and the number of antecedents of the two concepts differ

considerably. Therefore, it is worthwhile to investigate the relative importance of service quality

dimensions to customers satisfaction.

In summary, satisfaction and quality seem like twin concepts, both revolving around expectation,

experience, perception and evaluation of service as key variables (Jamali, 2007). The conclusion

by Jamali (2007) is that satisfaction is a super-ordinate construct to service quality, and that a

management-by-satisfaction approach will necessarily need to integrate the various quality

dimensions. Satisfaction is a super ordinate construct because it can result from a large variety ofdimensions that may lie beyond those specified in the gap model and the SERVQUAL

instrument. As illustrated in Figure 2.4, aside from an assessment of the basic service quality

dimensions, a number of affective processes (equity considerations, emotions, attributions, cost


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benefit analyzes, and tolerance zones) have also been found to influence customers subjective

assessments and their overall satisfaction (DeRuyter et al., 1997).

Figure 2.4: Relationship between Customer Satisfaction and Service Quality

(Source: Jamali, D. (2007), A Study of Customer Satisfaction in the Context of a

Public Private Partnership.)


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Product quality:

Quality has been widely discussed in the literature (e.g. Juran 1951; Crosby 1979; Gronroos

1982; Garvin 1984). But what does quality really mean in todays context?. The customer is the

key to define quality, and a companys internal definition of quality is meaningless if it fails to

reflect consumer requirements (Hansen and Bush 1999). Therefore, in todays context, there is

an intense focus on meeting and exceeding customer requirement, and this leads to the concept

of perceived quality.

In current study, product quality is defined from customers point of view, as customers

judgment of the superiority of the product. Many researchers (e.g. Stone- Romero, Stone and

Grewal 1997; Sousa and Voss 2002) have provided the empirical evidence of multi-

dimensionality of the product quality construct. Among them, Garvins eight dimensions (Garvin

1987, 2001) is one of the most widely accepted frameworks for measuring product quality. The

eight dimensions are performance, features, reliability, conformance, durability, serviceability,

aesthetics and perceived quality. Most of the dimensions could be understood from respective

names. Perceived quality dimension though, refers to the image or reputation of a product instead

of the overall quality judgment. His framework is considered as a basis on which to develop

industry specific measurable attributes (Karnes, Sridharan and Kanet 1995). Yet no matter how

extensive the scale is, Reeves and Bednar (1994) stated that there is a need to develop conceptual

frameworks and measuring methods of product quality in specific context.


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Brand or corporate image:

According to Nguyen & LeBlanc, satisfaction has no significant direct effect on brand or

corporate image. However, it contradicts with other findings that indicate that corporate image is

a function of the accumulated effect of satisfaction or dissatisfaction (Bolton & Drew, 1991;

Fornell, 1992). In other way, image acts as a filter of satisfaction in a simplification of the

decision process that was indicated in the works of Weiner (1985) and Folkes (1998). However,

it can be seen that in the study of Nguyen & LeBlanc (1998), there is an indirect effect on image

through the perceived value of the service. It reinforces the assertion of Barich & Kotler (1991)

that a company has a strong image if the clients believe that they receive good value in their

transactions with the company. Andreassen & Lindestad (1998) verified that corporate image has

a string influence on customer satisfaction, especially if the customer has little knowledge about

the service.

Price:

It is common knowledge that price influences a customers buying decision. Although

companies offering superior service levels are able to charge a slightly higher price than their

competitors are, the marginal difference is often modest and requires a better than average

performance on service quality (Gale, 1992), which then jeopardizes the cost effectiveness.

Among the several factors that affect to customers buying behavior, two important ones are

price and quality of service (Jacoby & Olson, 1977). This means that there is trade-off

between price and service quality (Tse, 2001) which is most often materialized in terms of

customer satisfaction. As such, price has been observed as an important element affecting to

customer satisfaction paradigm.

Zeitham et al. (1990) have suggested that improving service quality in the eyes of customerscreates true customers through higher customer satisfaction. Although Nagle and Holden

(2002) believe that price merely represents the monetary value a buyer must give to a seller as

part of a purchase agreement, customers price perception is closely related on their perception

of quality, value and other beliefs. It is more or less known how customers of mobile service


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perceive the charged prices and what are the dynamics affecting to price perceptions. The

perceived price is formed from the bases of a customers experience about mobile services and in

comparison to prices of other optional service delivery channels.

The marketing literature emphasizes price as an important factor of consumer satisfaction,

because whenever consumers evaluate the value of an acquired product or service, they usually

think of the price (Fornell, 1992; Cronin et al., 2000). As for the relationship of price to

satisfaction, Zeithaml and Bitner (1996) indicated that the extent of satisfaction was subject to

the factors of service quality, product quality, price, situation, and personal factors.


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RESEARCH METHODOLOGY

3.0DATA and METHODOLOGY

There are many ways to get information. The most common research methods are: literature

searches, talking with people, focus groups, personal interviews, telephone surveys, mail

surveys, email surveys, and internet surveys.

In this project, we going to focus on internet surveys because it is clearly the most cost effective

and fastest method of distributing a survey and to search for the information needed for our

research. Since the data for the major and giant company are often updated on their companys

profile page on the internet, we decided that we going to refer most of the information needed

from the internet. Before doing online research, we going to carefully consider the effect that

this bias might have on the results and the authenticity of the information through compare and

contrast method

Along with internet online research, we going to conduct literature search involves reviewing all

readily available materials. These materials can include internal company information, relevant

trade publications, newspapers, magazines, annual reports, company literature, on-line data

bases, and any other published materials. It is a very inexpensive method of gathering

information, although it often does not yield timely information. Literature searches over the web

are the fastest, while library literature searches can take weeks.

Other than that, we also are going to interview some of the people. Talking with people is a good

way to get information during the initial stages of a research project. It can be used to gather

information that is not publicly available, or that is too new to be found in the literature.Examples might include meetings with prospects, customers, suppliers, and other types of

business conversations at trade shows, seminars, and association meetings.


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We also conducting a survey to a focus group and we going to distribute a set of questionnaire

that contain question that are related to the company that we chosen. Used as a preliminary

research technique to explore peoples ideas and attitudes. It is often used to test new

approaches, and to discover public concerns.


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3.1Research Design

Research design can be thought of as the structure of research. It is the glue that holds all of the

elements in a research project together. We often describe a design using a concise notation that

enables us to summarize a complex design structure efficiently. What are the elements that a

design includes? It was observation, questionnaire, group, treatment and much more.

In this research, we have using the questionnaire as part as our research design.

A questionnaire is a research instrument consisting of a series of questions and other prompts for

the purpose of gathering information from respondents. Although they are often designed

for statistical analysis of the responses, this is not always the case. The questionnaire was

invented by Sir Francis Galton.

In the questionnaire that we had distributed consist of 25 questions which is 3 question is more to

a demographic section and 8 question in related to their opinion which is we provide a scale for

them to choose that related to the case that we had study.

We want to research and learn the factors influencing airline passengers in choosing the airline

service that they are more interested in flying with. Today, there are so much different types of

airline service that are being provided for people to choose and this selection processes are

widely affected by many factor that eventually has been a competition for the Malaysian Airline

Service. Our variable of primary interest which is the dependent variable is the satisfaction

towards Malaysian Airline Service. The variance of the choosing procedure can be generally

explained by five independent variables which are (1) product quality, (2) service, (3) level of

price, (4) level of satisfaction with (5) brands.


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The above mentioned hypotheses are organized in the following research framework:

All the independent variables will affect the customer satisfaction on using Malaysian Airline

Service. Product quality is defined from customer point of view, as customer judgment of the

superiority of the service being provided. Perceived quality dimension though, refers to the

image or reputation of a product instead of the overall quality judgment. Service quality is taken

from customer point of view, as customer judgment about the superiority of the service. This

research also provide the airline industry with an understanding of benefits and costs in relation

to use of airline, and this understanding should help MAS make industry-wide decisions to

ensure that the use of the airline service impacts the quality of life of users in positive way and

also it would be an advantage were it would reduce the competition for MAS.


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3.2Research Hypotheses

The research hypotheses were developed based on the conceptual framework above.

Hypothesis 1: Service quality has a positive effect on customer satisfaction.

Hypothesis 2: Corporate image has a positive effect on customer satisfaction.

Hypothesis 3: Price has a positive effect on service loyalty.

Hypothesis 4: Corporate image is significantly related to customer satisfaction.

Hypothesis 5: The pricing plans are significantly related to customer satisfaction.

Hypothesis 6: Customer satisfaction has a positive effect on service loyalty.

Hypothesis 7: Customer satisfaction is the mediator of the relationship among service

quality, corporate image, and price and service loyalty.


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3.3 TYPES OF INVESTIGATION

There are 3 main types of research investigations. Descriptive research for examples, case

studies, naturalistic and observation which is describes the variables under investigation, but

little else. Relational research not only describes the variables in the investigation, but also tells

us if there is a relationship among the variables we are investigating. Although relational

research can tell us that variables are related, it cannot tell us anything about the causal

relationship among the variables. Experimental research accomplishes everything that

Descriptive and Relational research accomplish, but can tell us the direction of causation among

the variables we are studying.

During the research, by distributing questionnaire to the airline passengers in KLIA and LCCT

terminal is the biggest thing that we had done in collecting data. By the questionnaire, we have

gathered a lot of information to complete our research. These types of studies usually involve the

collection of data in a process when there is some manipulation of a variable that are assume to

affect the outcome of a process being studied. This usually involves keeping other variables

fixed as far as possible.

In many cases the same statistical analysis can be used with either observational or experimental

data. However the validity of any inferences that result from the analysis depends very much on

the nature of the data. An effect that is seen consistently in replications of a well designed

experiment can only reasonably be explained as being caused by the manipulation of the

experimental variables. With an observational study the same consistency of results might be

obtained because all the data are affected in the same way by some unknown unmeasured

variable. The obvious explanation for an effect that is seen in the result of an observational study

may be quite wrong.


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Some experiments cannot be performed either because the variables involved are not

controllable or because the experiment is unethical. For example, suppose that a medical

researcher wants to study the relationship between the levels of certain air pollutants and the

incidence of cancer in cities. Changing the levels of pollutants in cities would probably not be

possible with resources of the researcher, and, even if it could be done increasing levels on

purpose would be unethical. Hence the only study possible may be one involving analyzing the

prevailing levels of pollutants in the atmosphere and cancer rates, with an attempt being made to

allow for the possible effects of some other factors that are thought to influence cancer rates.

This research uses an appropriate approach which is the distribution of questionnaire. We

choose this type of approach it is because it easy to do the survey and not burden the airline

passengers with their busy life. We also can identify the determinants of customer satisfaction on

which airline service that they prefer. It also investigates about theairlinein the matter of price,

service, brand name, quality and design.


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3.4 STUDY SETTING

Data collection for the research strategy is by using survey strategy. The survey had been

developed among the airline passengers. The questionnaire are already distributed to get the

sample to collect the passengers perception about the determinants of customer satisfaction on

airline service particularly MAS. The survey strategy allows capturing vital information with

little effort and expenses. That can make the research easily develop and the purposed is clear

with the straightforward responses. In the other hand the information that will be gathering can

easily analyze. This survey is conduct by group members and the questionnaire is response by

the airline passengers in KLIA and LCCT terminal.

The data analysis will use the SPSS software to ensure the collecting data have been compiling

in systematic way. This is because the SPSS software is effective way to do analysis about the

data that have been collected. SPSS software easy to use to key in the data and SPSS also

calculate all the data.


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3.5 UNIT OF ANALYSIS

One of the most important ideas in a research project is the unit of analysis. The unit of analysis

is the major entity that we are analyzing in our study. It is the 'what' or 'whom' that is being

studied. For instance, any of the following could be a unit of analysis in a study:

y Individualsy groupsy artifacts (books, photos, newspapers)y geographical units (town, census tract, state)y social interactions (dyadic relations, divorces, arrests)

This unit of analysis allows us to recognize important themes, patterns and relationship as we

collect data: in other words, to allow these to emerge from the process of data collection and

analysis. Why is it called the 'unit of analysis' and not something else like the unit of sampling,

because it is the analysis we do in our study that determines what the unit is. For different

analyses in the same study we may have different units of analysis. If we decide to base an

analysis on student scores, the individual is the unit. But we might decide to compare average

classroom performance.

In our research, our units of analysis are the airline passengers. We had focusing on this

population because it would be easier for us to approached them and knowing their perception

and views towards this research. This group had been divided into a different group which is that

they had a different demographic and social class.


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RESEARCH RESULTS

4.0


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CONCLUSION AND RECOMMENDATION

5.0 conclusion

Overall it can be said that MAS has the most potential higher competitive advantage compared to

AIRASIA. This can be seen thru the research that we have done which is by collecting data

about MAS and AIRASIA and also distributing questionnaires. The result shows that MAS

provide a better quality customer satisfaction compared to AIRASIA which focuses more on

price reduction in order to attract their customer.

From the result of the research we find that even though MAS airline fares are higher but still

they were able to provide comfortable service for their customer in where the customer do notmind in paying extra price in order to travel comfortably.

Most of the customers prefer MAS because it is well established in the airlines market compare

to AIRASIA which is new to the market. In this case, corporate image plays an important role

towards customer satisfaction in where customers perceive MAS as an standard airlines which

has an higher corporate image compared to AIRASIA.

5.1 recommendations

Based on our findings from the SPSS, customer has given their suggestions upon improvement

for MAS airlines. First suggestion was that MAS should increase the number of their flights and

routes in order to support the demand of passenger who travels around the world. Thus, through

this increment, the passengers will end up relying more on MAS compared to AIRASIA because

it has sufficient plane and provide additional routes for their passenger who actually do not need

to postponed any vacation due to the sold out tickets.

Next, is the increment in per day flight. Customer suggest that MAS should increase the per day

fly in order to support the customers demand who wants to fly at any times. By this increment

customer will approach MAS all the times as a result of MAS who actually understands the

customers needs and wants.


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Last but not least is the improvement towards the overall management system. Currently MAS is

providing a quality and good management system which can be actually improved for the better

so that customer can rely more on MAS compared to AIRASIA.

6.0 REFERENCES


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Research Method Complete

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