MSc Air transport Management
Critical comparison of two research papers
8 November 2013
Research 1. Quantitative.
An investigation into traveller preferences and acceptance levels of Airline ancillary revenues
Research 2. Qualitative.
THE EMOTIONAL LIFE OF ADVENTURE GUIDES
University of the West of Scotland, Scotland
The need to investigate phenomenon has influenced man over the years to look for the best possible ways and methods of acquiring and investigating everyday occurrences, methods and designs are formulated to acquire outcomes needed. The goal of the research process is to produce new knowledge or deepen understanding of a topic or issue. OECD (2002) explains research as “an experimental development comprising of creative work undertaken on a systematic basis in order to increase the stock of knowledge” including knowledge of man, culture and society, and the use of this stock of knowledge to devise new applications. Quantitative research defined by Given, Lisa M. (2008) is a “systematic empirical investigation of social phenomena via statistical, mathematical or computational techniques.” Quantitative research tests objective theory by examining the relationship among variables, which can be measured, numbered and statistically analysed. This type of research focuses on generalizability and is easily replicated because of the huge numbers and samples involved. Qualitative research, on the other hand, is an in-depth understanding of human behaviour and the reasons that govern such behaviour. Norman, Lincoln, (2005) say that “The qualitative method investigates the why and how of decision making, not just where, what, when. Hence, smaller but focused samples are more often used than large samples”. Patton (1990) explains that “qualitative methods permit the evaluator to study selected issues in depth and detail”. Basically qualitative methods focus on in-depth analysis of various social /phenomenon affecting human behaviour. These two form a core background of designs in social research methods where a lot of scholars have based their findings over the years with quantitative being widely accepted and qualitative a bit scrutinised and others advocating for a mixed research method. The evaluation and differences in these two research approaches, looks at the perspectives and paradigms used in two research papers one quantitative (research 1) another qualitative (research 2). Research 1 is an “investigation into traveller preferences and acceptance levels of airline ancillary revenues” by John F. O’Connell, David Warnock-Smith Department of Air Transport. It’s based on a quantitative method of research the main aim is to find out traveller’s preferences and acceptability of various airline ancillaries looking at the various ancillary revenues such a la carte, commission based and frequent flier programmes. The research tries to explain consumer behaviour in form of attitudes and acceptance levels towards these form of revenues, it’s mainly based on airline traveller’s behaviour in relation to pricing strategies of airline companies.
Research 1 is basically an explanatory form of research which involves testing a hypothesis and getting that hypothesis from available theories. The nature of such form of research uses positivism as research paradigm, according to kuhn (1962) and maykut and morehouse (1994) agree that paradigms are regarded as self-evident tools in times of normal science Positivism as a paradigm is defined by Rossman G.B and Rallis (2003) as dealing with quantitative research involves testing a hypothesis to achieve objective truth. Trying to predict what will happen in the future, as research 1 anticipates consumer...
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