Market Research Implementation Plan: Final Paper and PresentationMKT/441

May 30, 2016Dr. Timothy Kelly

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Marketing Research Tools

● Secondary Research

● Focus Groups

● Face-to-Face Surveys

● Questionnaires

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4 stars My favorite airline. They just seem nicer than the others, and they are almost always on time. The good prices are just a bonus. I wish I could pick my seat, but that is not a deal breaker.

Frank B. - Durham, ME6

5 Stars I have absolutely no complaints about SW.

Best prices around. I think their boarding technique is awesome. Seats are comfy (and leather). I like the casualness of the attendants and their sense of humor. You have the choice of checking in online 24 hours before your flight to get a decent boarding number, or you can pay $12.50 for early check in for an even better boarding number. I never pay extra, but you can bet I'm on my computer exactly 24 hours before my flight to check in. I always get a great number and always get the type of seat I want. And....they give two snacks!!

How much do I like this airline? Well, I can fly for free for the rest of my life on a major airline, but I choose to pay and fly Southwest! That's how much!!!

Sue N. - Riverview, FL

1 starDelayed both ways. Departing and returning. For absolutely no reason. Weather is spotless throughout the county- no reason for it.

Jess N.

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“This is a no frills airline. However, it is one of my favorites.”5 of 5 stars Reviewed 2 weeks agoSouthwest seating is comfortable, the price is cost effective, and passengers are allowed 2 bags plus a carry on without additional charge. Flights are usually on time.Dee J

“EASY, STRAIGHTFORWARD!”5 of 5 stars Reviewed 3 weeks agoI LOVE Everything about SOUTHWEST! I thought because the fares were cheap I was going to incur an expense w/ luggage and/or something else! But imagine my surprise when they checked my bags gave me the boarding passes and told me to go :)!..Garichapina

“Florida 2016”1 of 5 stars Reviewed March 28, 2016Comfortable, fun flight. Kimberly, one of the flight attendants, was AWESOME! She was very helpful and had a wonderful personality. The 3 hour trip "flew" by with the fun we had with another passenger sitting next to me. In contrast, the flight attendants on my return trip were bland, non-smiling and I felt they just didn't want to be there.

Momsretreat

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Secondary Research Data Source

J.D. Power

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Secondary Research Data Applied

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Survey Instruments

• Graphic Rating Scale

• Open-Ended Questions

• Multiple Choice Questions

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Graphic Rating ScaleQ1. How satisfied are you with the following aspects of Southwest on a scale of 1-100? (Please fill in a number value)

Ticket Counter Personnel 1 50 100

Boarding Gate Personnel 1 50 100

Punctual Departure/Arrival Time 1 50 100

In-Flight Personnel 1 50 100

In-Flight Experience 1 50 100

Ticket Prices 1 50 100

Baggage Handling 1 50 100

Open-Ended

• Q2. What did you pay for your ticket to fly today?

• Q3. Based on your experience with Southwest, do you believe you are getting a good value for your ticket price? Why or why not?

• Q4. Would you be willing to buy a Southwest ticket if it were 5% more expensive? Why or why not?

Multiple Choice

• What was the purpose of your flight today?• Business• Pleasure• Strictly travel; getting from Point A to Point B

Sampling Procedures

• In-Airport

• In-Flight

• Email

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References• Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing Research (9th ed.). Hoboken, NJ: John Wiley & Sons, Inc. Retrieved from University of

Phoenix, MKT/441 - Marketing Research course website.

• Bureau of Transportation Statistics. (n.d.). Retrieved from

http://transborder.bts.gov/xml/ontimesummarystatistics/src/ddisp/OntimeSummaryDataDisp.xml

• J.D. Power. (2016a). About us. Retrieved from http://www.jdpower.com/about-us/overview

• J.D. Power. (2016b). 2016 North America Airline Satisfaction Study. Retrieved from http://www.jdpower.com/press-releases/2016-north-america-

airline-satisfaction-study

• Korostoff, K. (2010, November). Market Segmentation, Southwest Airlines Style. Research Rockstar. Retrieved from

http://www.researchrockstar.com/market-segmentation-southwest-airlines-style/

• Southwest. (2015). Our Low Fare Story: The Southwest Effect is Alive and Well [doc]. Retrieved from http://swamedia.com/presskits/our-low-fare-

story-the-southwest-effect-is-alive-and-well/releases/our-low-fare-story-the-southwest-effect-is-alive-and-well?l=en-US

• Southwest. (2016). https://www.southwest.com/

• Southwest. (2016a). 1966 to 1971. Retrieved from http://www.swamedia.com/channels/By-Date/pages/1966-to-1971

References cont.

• Southwest. (2016b). 2011 to Present. Retrieved from http://www.swamedia.com/channels/By-Date/pages/2011-to-present

• Southwest. (2016c). About Southwest. Retrieved from https://www.southwest.com/html/about-southwest/index.html?clk=GFOOTER-ABOUT-

ABOUT

• Southwest. (2016d). Southwest Corporate Fact Sheet. Retrieved from

http://www.swamedia.com/channels/Corporate-Fact-Sheet/pages/corporate-fact-sheet

• Trip Adivsor. (n.d.). Retrieved from https://www.tripadvisor.com/Airline_Review-d8729156-Reviews-Cheap-Flights-Southwest-Airlines

• Yelp. (n.d.). Retrieved from http://www.yelp.com/biz/southwest-airlines-tampa-3