Discuss the role of qualitative research
Marketing Management
Assume the role of the marketing research manager of an international airline and
answer the following questions.
Question 1. An international airline would like to increase its share of the
Australian market for international flights by the “Baby Boomer” segment of the
Australian market by increasing its brand equity with this this group. Define the
management decision problem and the marketing research problem(s).
Question 2. An international airline would like to undertake research to
increase its brand equity and in so doing better understand the preferences of
Australian “Baby Boomers” towards International travel. What type of research
design(s) should be adopted and why?
Question 3. Use secondary sources to rationalise the variables that should be
investigated in the qualitative and quantitative phases of this study. At least
five areas of investigation should be noted, as well as discussing all relevant
demographic factors that should be included as part of the investigation. This
should be presented in the form of a literature review and should be of
approximately 1500 words in length with clearly documented sources and references
used. (References must include articles and journals and the reference should be
made to the actual publication. Reference lists that comprise only of webpage links
will not be acceptable. (Please note that the word count for the assignment and
this section of the assignment does not include the reference list)
