Hubbard and Armstrong Case

From the first stage of anaylysis plan, three objevtives was considered: to have a feel of the data, test the goodness of the data and hyphothesis testing (Hubbard and Armstrong 1994). In this research, researcher use statistical measurement to check the central tendency and dispersion of the data, to make sure that responders really understood the question before answering it. In order to ensure that data gathered are achieve from the objevtives and questionnaire design plan, all questionnaires will be check before conducting the field work based on spelling check and content check.

Next, the data collection was collected on the spot once responders finish answers the questionnaire. The overall data was collected in 3 days’ time to make sure all the questionnaire was completely answer. Moreover, the questionnaire is 20 question surveys printed with 17 are unstructured question and 3 are structured which need responders to give their own opinion and feedback.

The type of questionnaire provided is personally administered where the questionnaire is distributed directly to the responders who are required to offer immediate response to the questions (Woodward, 1997). This is to ensure the data has quick response rate, and respondents can have clearly understanding once they have need clarification with any of the questions provided in the questionnaire. The questionnaire was clearly meets the objective of this research where it contain demographic factors such as age, gender, profession and income to the researcher to identify the different demographic factor have different type of feedback towards the company. Moreover the question are delved into responders satisfaction level, perception and trust towards the company and this helps researcher understand and information are gathered to identify the customer service and customer loyalty toward AirAsia.

3.2.2. Quantitative data (Collection method)

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