Final Team Paper Week 4 - Running head MARKET RESEARCH...

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Essentials of Psychology: Concepts and Applications
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Chapter 4 / Exercise 02
Essentials of Psychology: Concepts and Applications
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Running head: MARKET RESEARCH IMPLEMENTATION PLAN 1 Market Research Implementation Plan MKT/441 May 30, 2016 Dr. Timothy Kelly
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Essentials of Psychology: Concepts and Applications
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Chapter 4 / Exercise 02
Essentials of Psychology: Concepts and Applications
Nevid
Expert Verified
MARKET RESEARCH IMPLEMENTATION PLAN 2 Market Research Implementation Plan The purpose of this report is to inform management at Southwest Airlines the intent and resources the research team intends to use while examining a ticket price increase. Discussed within are the types of secondary resources the team will utilize, and how these resources will help to implement the plan. Examples of survey instruments the team plans to use, and a sample of the proposed survey to be utilized are included as well. After reading this report, management will have a comprehensive view of how the research team will answer all pertinent questions regarding the price increase, and the possible repercussions from the consumers. Secondary Market Research Resources As the research team begins the process of investigating the increase in pricing, and the effects it will have on the customers, we can find many useful reviews on the internet based on traveler’s personal experiences. One such site that can provide travelers a voice to share their thoughts is Yelp. Yelp has many pleasant reviews of Southwest for their current pricing structure and baggage fees. The biggest complaint that appeared most often was that travelers often had delays on their flights either not leaving on time or arriving late to their destinations (Yelp, n.d.). Many factors can come into play with delays. Weather changes in the departing or arriving cities being one that Southwest cannot control. One consideration to look at when considering a price increase would be to improve the on-time percentage to provide the customers more value for their money. Of the 1,264,636 flights that Southwest Airlines conducted from January 1, 2015, to January 1, 2016, they had an average of about 19% of their flights arriving late, according to flight data provided by the Bureau of Transportation Statistics (n.d).
MARKET RESEARCH IMPLEMENTATION PLAN 3 When looking at another online travel site Tripadvisor.com, we can find many reviews for Southwest Airlines as well. Many of the reviewers on this site have mostly positive reviews of the pricing that Southwest Airlines currently offers. A few of the negative comments are that there is a small fee extra if you want the ability to pick your seat since they do not have assigned seating. Other negative factors mentioned are related to staffing and roominess of the seats (Trip Advisor, n.d.). As Southwest Airlines decides on moving forward with a possible increase in fares, the biggest consideration to take from travelers is to provide more value for the flight rather than charge more and give less.

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