The Research Process

Read the following scenario:

A private airline company considered altering the interior layout of several of their planes to appeal to business leaders who frequently charter planes for meetings and business deals. The proposed plan would have reduced the number of seats and installed small tables to enable businesspeople to work during long flights. Prior to the renovation, management decided to conduct some research to ensure that these changes would suit the passengers' needs. They thought the following cost-effective action would help them with their final decision.

Over the first few weeks of the following quarter, passengers were asked to fill out questionnaires during their flight. The airline gave flight attendants incentives to collect as many questionnaires as possible. The questionnaires were several pages long, because management decided to use the opportunity to ask questions about issues other than the proposed interior design.

Using the steps of the research process, evaluate this marketing research. Pay attention to the choice of research method, research design, target audience chosen, sample size, time spent on questionnaire by respondents and frequency of research. Give reasons for your evaluation.

Write your evaluation in a 2-page Word document. Apply APA standards for writing style, spelling, and grammar.