Research Method

The research method that we will be using to collect primary data for our project is the

quantitative research method. Quantitative research is the collection and analysis of

numerical data (Bhandari, 2020). We will be using the quantitative research method in form

of a survey. The survey will be a good addition to our secondary data that we have collected

already, and it will help us find out if our hypothesis is true or, if it is not true, how else we

might be able to solve the problem. We will conduct a well-structured survey with a limited

number of precise close-ended questions so that the data will be easy to be measured. We

are using the quantitative research method rather than the qualitative research method

because our survey will be used to support our problem statement that the problems of

United Airlines are the public image and customer satisfaction and the best way to do that is

using numbers recorded in a survey. Qualitative research is used to understand concepts or

experiences through interviews with open-ended questions and observations described in

words (Streefkerk, 2019). We are not able to do that kind of research in this class.

References:

Streefkerk, R. (2019, April 12). Qualitative vs quantitative research. Scribbr.

https://www.scribbr.com/methodology/qualitative-quantitative-research/

Bhandari, P. (2020, June 12). An introduction to quantitative research. Scribbr.

https://www.scribbr.com/methodology/quantitative-research/

Research Design

The type of research that we will be conducting is exploratory research. We are limited in

our resources for this project since we don´t have any insight information from United

Airlines and we are not conducting any interviews. Our research includes a literature review
with secondary data that we have collected and a survey which will give us primary data.

Our research project is exploratory because we are doing initial research to clarify and

define the nature of the problem and to develop potential business opportunities for United

Airlines. We will not be able to provide conclusive evidence which would be causal research.