Aviation Investigation

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Lesson Objectives

Literature Review

Objectives

Methodology

Second Assignment

Aim

Rationale

What should your

Literature Review be?

Activity

Key Words

Literature Review

Opinions

Varied

Relevant

Current

Organise

BalancedFilter

Identify Themes

A methodology aims

to explain what

research methods

were used and why. It

also explains how

data is interpreted

(Patton, 2015)

Methodology

Have you ever written

a methodology

before?

Activity

Keep it Simple

Do not overcomplicate matters

Follow a logical order

Make sure it easy to understand

Methodology Tips

Construction

Design

Sample

Procedure

Analysis

Literature Review

Audit

Design

What type of research did you use and why?

Primary Research (Field)

Surveys

Interviews

Focus Groups

Observations

Field Research

Secondary Research (desk)

Academic Journals

Academic Textbooks

Market Research

News Articles

Government Reports

What type of data did you collect and why?

Quantitative Data

Design

Qualitative Data

What specific types of

secondary data did you

collect and why?

Construction

Academic Textbook

Journal Articles

Websites

Online Blogs

News Articles

Market Research/

Reports

How do I find a wide

range of relevant

research/reading?

Industry Reports

Government Reports

Conference

Papers

Where did you find this data?

What processes or search terms

did you use to access data?

Construction

Access

Mintel

Which

Emerald Sage

Market Research/

Reports Journal Articles

Science Direct Taylor & Francis

News Articles

BBC News

Economist

Independent

Industry Reports

UNWTO

SKIFT

Scholar CAPA

IATA

WTTC

The Guardian

Observer

Deloitte

EASA

Telegraph Flight Global

Refine

Key words

Key sources

Snowballing

How do you narrow down your research

to ensure that any data collected is not

biased?

INCLUSION EXCLUSION

CRITERIA

Sample

In relation to the secondary data you have collected, it is important to explain how you

evaluated whether that data was relevant to your specific research topic.

Secondary sources were chosen based on quality, validity, suitability and reliability

This is collectively known as your Inclusion/Exclusion Criteria- Example below- Evaluation Criteria

(ACROS)

✓ Authority- is the author an expert on the topic and qualified to write on the

topic? Type of Literature

✓ Currency- is the information up to date? Date of Publication

✓ Relevance- is the literature related to your subject area?

✓ Objectivity- is the literature balanced or is it biased?

✓ Supporting Evidence- is there any evidence in the text to support the

accuracy of what is being said

What did you do with the research?

How did you summarise and organise it?

Do you follow a process?

Procedure

Read Highlight Compare / Contrast Identify themes

In this section, you will need to explain

how you analysed the data you collected

from your literature review and how this

will filter into the construction of your

audit/framework for further research in

your second assignment

Content / Thematic

Analysis Comparative Study

Read data closely / highlight key points

Evaluate different perspectives

Identify common themes

Themes used as criteria for further research

Compare / Contrast / Critique / Connect

Comparative Study (Audit of BHX)

Data Analysis Criteria British Airways Emirates Norwegian

Comfort (Seat / Legroom) (Hunt and Truong, 2019)

Seat Pitch – 31 Width – 17.5 (BA, 2019)

Seat Pitch – 34 Width – 17-18 (Emirates, 2019)

Seat Pitch – 31-32 Width 17.2 (Norwegain Air, 2019)

Price/ Value (Kapferer, 2012) (YouGov, 2018)

Accused of charging considerably more than rival carriers on the same routes (YouGov, 2018)

Launches low cost flight finder to help customers find the cheapest flights (YouGov, 2018)

YouGov purchase intent score most improved among long haul flyers on cost and price (Yougov, 2018)

In flight entertainment (Hunt and Truong, 2019)

Voted number 15 in the worlds best entertainment category Skytrax awards (2019)

Voted number 1 in the worlds best entertainment category Skytrax awards (2019)

State of the art entertainment system (Norwegian Air, 2019)

Inflight Catering (Hunt and Truong, 2019)

BA brough back free snacks, drinks and a four course meal in 2018 after previous cuts (BBC, 2019)

Consistently top rated cuisine and choice. Free drinks and snacks (BBC, 2019)

Meals are not included in economy class unless customers pay extra (BBC, 2019)

Infight Service – Cabin Crew (Kapferer, 2012) (YouGov, 2018)

Voted best cabin crew in the UK by Skytrax (2019)

Voted number 11 best cabin crew worldwide by Skytrax (2019)

Staff reviewed as pleasant, friendly and helpful (2019)

Baggage Allowance (Kapferer, 2012) (Ebrahim et al, 2013)

23 kg check baggage allowance on top of hand luggage (2018)

25-kg-32kg depending on destination travelling to(2018)

1 checked bag (50 pounds/23 kg) and Flex, Premium, and PremiumFlex 2 bags (50 pounds/23 kg each)(2019)

Technology (Gilliland, 2017)

By 2020 100 new aircrafts in fleet. New interiors planned. By 2020 80% of long haul aircraft will be equipped with Wi-Fi (BA, 2019)

Two thirds of the Emirates fleet offer Wi-Fi. It is free for the first two hours. (Emirates, 2019)

Offers free basic Wi-Fi on transatlantic flights. Upgrades are planned over the next few years to equip all of the fleet. (Norwegian, 2019)

Data Analysis

How do you plan to interpret the

data in order to propose

recommendations and conclude

your research?

The process of inspecting, summarising and

interpreting data to discover useful information in

order to suggest conclusions, make

recommendations to support decision making.

DATA ANALYSIS

Using the data you have obtained from your audit,

propose recommendations for each individual

theme on how you intend to enhance the

passenger experience using touchless travel at BHX

Comparative Study of BHX

Recommendations & Strategies

SWOT analysis of BHX

To achieve over 70% for your Methodology

All 5 sections of methodology covered.

Detailed justification of choices with

supporting references

Sufficient detail for someone else to carry

out the research

Simplify your writing – write for marks

References / Definitions / Theory/ Justification

Explain Inclusion /Exclusion Criteria

Oversell the research you have done -

varied perspectives

Explain Content Analysis / Comparative Study

Make reference to your audit / SWOT Analysis

Explain how you intend to make recommendations