MARKET RESEARCH IMPLEMENTATION PLAN
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).