1. How comparable are the two different methods? In what ways are they similar? In what ways are they different?
Both methods use consumer based data. The survey method is more direct, while the weighted average method uses reported consumer complaints as a large part of the data base. Surveying relies on the use of single “overall” rating to determine a rank order of airlines as to quality. The AQR produces a weighted average number that, when compared for each airline, can be treated as a continuously scaled variable. This weighted average score can then be translated into a ranking. Only the rankings are fully comparable between the two methods.
The survey method examines perceptual, qualitative, more subjective aspects of the service …show more content…
What are the positive and negative aspects of each approach that Shocker should consider before recommending a course of action for FlyAway Airways?
Positive aspects of survey method: + Easily understood by management. + Represents broad based opinion of actual consumers of airline services. + Looks at the perceptual, subjective aspects of service quality.
Negative aspects of survey method: - Cumbersome and costly to …show more content…
What aspects of service quality does each approach address well and not so well?
A survey approach captures perceptual aspects very well, but misses the finer detail of multiple encounters. The survey approach forces the respondent to give an “average” opinion, based on experience to that point in time. These are very meaningful, but everything might change with the next encounter, news of an air crash, or announcement of financial woes for an airline. Also, each respondent’s “average” opinion carries the same weight whether they are heavy, infrequent or non-users of airline services.
The weighted average of the AQR uses performance data or outcomes as its mainstay. The weighing system allows each factor to have a varying impact on quality. Weights reflect the importance of critical factors such as on-timeness, accidents, flight problems, denied boarding, and lost baggage. The positive or negative sign associated with each weighted factor reflects the impact that the factor has on the consumer’s perception of quality.
4. Considering the two methods outlined, what types of validity would you consider to be demonstrated by the two approaches to measuring quality? Defend your position.
Types of validity
Both methods use consumer based data. The survey method is more direct, while the weighted average method uses reported consumer complaints as a large part of the data base. Surveying relies on the use of single “overall” rating to determine a rank order of airlines as to quality. The AQR produces a weighted average number that, when compared for each airline, can be treated as a continuously scaled variable. This weighted average score can then be translated into a ranking. Only the rankings are fully comparable between the two methods.
The survey method examines perceptual, qualitative, more subjective aspects of the service …show more content…
What are the positive and negative aspects of each approach that Shocker should consider before recommending a course of action for FlyAway Airways?
Positive aspects of survey method: + Easily understood by management. + Represents broad based opinion of actual consumers of airline services. + Looks at the perceptual, subjective aspects of service quality.
Negative aspects of survey method: - Cumbersome and costly to …show more content…
What aspects of service quality does each approach address well and not so well?
A survey approach captures perceptual aspects very well, but misses the finer detail of multiple encounters. The survey approach forces the respondent to give an “average” opinion, based on experience to that point in time. These are very meaningful, but everything might change with the next encounter, news of an air crash, or announcement of financial woes for an airline. Also, each respondent’s “average” opinion carries the same weight whether they are heavy, infrequent or non-users of airline services.
The weighted average of the AQR uses performance data or outcomes as its mainstay. The weighing system allows each factor to have a varying impact on quality. Weights reflect the importance of critical factors such as on-timeness, accidents, flight problems, denied boarding, and lost baggage. The positive or negative sign associated with each weighted factor reflects the impact that the factor has on the consumer’s perception of quality.
4. Considering the two methods outlined, what types of validity would you consider to be demonstrated by the two approaches to measuring quality? Defend your position.
Types of validity