Chapter 3

Method of Analysis
3.1 Research methodology

Methodology in research is the strategy for planning and carrying out the steps necessary to
gather, analyze, and interpret data. These methodologies cover a lot of ground, including
different philosophies, approaches, strategies, data sources, and methods. For example, there
are inductive, deductive, and adductive approaches; primary case analysis, primary surveys,
secondary case studies, experimental research, archival research, grounded research, and
systematic review are all part of the methodologies.

3.2 Research Approach

The deductive method does not provide theory grounded on observations, as stated by Collis
and Hussey (2013), out of the three approaches (inductive, deductive, and abductive). The
theory is said to have been around for a while. When doing a business study with strict
parameters, this method shines because it allows the researcher to zero down on a small
number of interrelated ideas, formulate reasonable expectations, and check their assumptions.
To evaluate the aviation industry's commitment to sustainability in Asia, we must first establish
certain ground rules, such as which elements have the most impact on long-term viability of an
airline's operations and which integration strategies will be most useful for the company's
growth. It also delves into how these variables have fueled the expansion of Asia's aviation
sector. After a thorough screening using the PRISMA methodology (Denscombe, 2017), the
author has chosen 8 journal publications based on certain assumptions. In order to test the
hypotheses, we methodically retrieved data from the articles' results chapters. This method
might be considered a deductive approach as it follows the "theory-to-data" paradigm.

3.3 Research Strategy

A number of important components make up the systematic review method, as described by

Higgins and Green (2011, referenced in Bearman et al., 2012). A well-defined set of particular
goals with established criteria should be the starting point. Second, it is a consistent method
since it is both clear and easy to replicate. Thirdly, based on the eligibility conditions, the
review's search criteria will attempt to retrieve all relevant journal articles. Finally, the method
includes evaluating the included journal articles' main conclusions for dependability via a critical
analysis. An impartial synthesis of the findings from the carefully chosen research is what they
called a final systematic presentation. However, the author finds that research is the best
alternative after thoroughly examining the study's nature.

Primary data research methods such as surveys or case studies would be well-suited to this
task. Otherwise, this operation would be very impossible to perform due of the time constraints
and expenditures. The author decided to conduct a systematic review after weighing the
benefits and drawbacks of other research methods.

For business researchers, Denscombe's (2017) seven-step method for conducting a systematic
review is preferable to Gough's (2007, as cited in Bearman et al., 2012) nine-step method and
Saunders, Lewis, and Thornhill's (2016) four-step method.

3.4 Scope

A well-defined and specific subject should be chosen for the systematic examination. Because it
defines the scope of the investigation, this is of paramount importance (Denscombe, 2017).
Only Asian airlines are included in this analysis. In order to ensure the long-term viability of the
medical aviation sector, the researcher zeroed in on its most important requirements. Not only
that, but they are the main determinants of the growth of Asia's aviation sector.

3.5 Search Criteria

At this point, we made sure to choose the right search phrases and keywords in order to find the
best journal articles. Emerald, Elsevier, study Gate, and Google Scholar were used as credible
academic journal sources to find peer-reviewed journal articles pertaining to the research
subject. While ten years was the initial target, later pieces zeroed down on time frames less
than four years. To find search phrases and their combinations, use the following keywords:
Medical tourism's impact on aviation revenue, the elements that drive medical tourism within the
airline industry, the significance of sustainability in the airline industry, the key criteria for
determining sustainable practices, and the variables that contribute to medical tourism, aviation,
and airline operations.

3.6 Quality Evaluation

A thousand or more results have been generated. The author improved the search parameters
by assessing the reliability and quality of the sources, which resulted in a quality-based
screening process for 64 journal articles (Denscombe, 2017).

3.7 Inclusion and Exclusion

In contrast to a literature review, a systematic review employs a rigorous procedure to assess

and choose journal articles for inclusion. According to Bearman et al. (2012), this is often
referred to as a "inclusion and exclusion" criterion. The PRISMA method and the inclusion and
exclusion diagram developed by Pettigrew and Roberts are two commonly used frameworks in
systematic review methods. The former is known as the PRISMA method (Moher et al., 2009;
cited in Saunders, Lewis, and Thornhill, 2016). The latter is cited in Denscombe, 2017. In line
with the recognized principles for performing a systematic literature review, the papers were
evaluated using inclusion and exclusion criteria. You can see the proof that this method works in
the figure. For the aim of performing a theme analysis and enabling discourse, a total of 12
journal articles were chosen to accomplish the research goals and objectives.