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BlueLine Airways (A): Sampling Design

CASELET, MARKETING RESEARCH
ET Cases, 6 pages

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BlueLine Airways (A): Sampling Design

 

In the prime of their well-settled career Rahul Marathe (Rahul), a NIIT Trichy, graduate, working as Associate Vice President, Operations, with one of the major airline carriers and Ganesh Rahane (Ganesh), Associate Vice President, with a major retail chain, aspired to start a new venture.

Both friends debated on various ventures: Rahul was inclined that with more than two decades of experience in their respective fields – in Indian aviation and designing and delivering customer experience with FMCG Companies, they should start a new airline – BlueLine Airways. However, Ganesh was of opinion that the idea was impractical.

On October 7th 2015, during one of their discussions, an article in a news daily caught their attention – “Delhi-based low-cost airline IndiGo is introducing the international Red Eye flights concept in the Indian skies”.1

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1 http://www.thehindubusinessline.com/economy/logistics/indigo-to-launch-late-night-red-eye-flights/article7677394.ece, September 22nd 2015 (accessed date: October 16th 2015)

Teaching Note Preview

BlueLine Airways (A): Sampling Design

 

Synopsis

The caselet series was used to introduce the participants/students to the concept of Sampling design and procedure. While, Caselet (A) gives scope to discuss the sampling design procedure steps and select a suitable sampling technique for BlueLine’s marketing research project, Caselet (B) gives scope to discuss internet sampling for BlueLine’s marketing research project.

Prerequisite Conceptual Understanding

The students/participants should be encouraged to read the following as it would not only broaden the context of learning but would also provide appropriate perspectives on Sampling:

  • • Naresh K. Malhotra and Satyabhushan Dash, “Sampling: Design and Procedures”, Marketing Research An Applied Orientation, 6th Edition, Pearson Education, 2010 – To understand the importance of sampling and sampling design

 

Case Positioning and Setting

This caselet series can be used in MBA Program/MDPs/EDPs – Marketing Research Course – To introduce the participants/students to the importance of sampling, sampling design process and sampling techniques in Marketing Research

Assignment Questions

I. What is Sampling? What is the need and importance of Sampling for a research? What are the differences between a sample and census?
II. What is sampling design process? Describe the five-step sampling design process. What is its significance for a (marketing) research project?
III. What are the types of sampling techniques? For what kind of purposes do you think these techniques should be used?

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Preamble to this Case Analysis

These two caselets are meant to introduce the students/participants to the nuances of sampling in marketing research context. While the purpose of Caselet (A) is to let the participants/students understand basics of sampling and sampling techniques, Caselet (B) provides scope to discuss online sampling techniques in the light of the management problem and the corresponding marketing research problem defined. Caselet (A) and Caselet (B) were used to provide the right perspectives on sampling using the five steps sampling design principles outlined in the suggested chapter. Accordingly, these two caselets were orchestrated in the following way [Exhibit (TN)-I]: ................

 

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Product code: MR-2-0012(a), MR-2-0012(a)A

Abstract


This caselet (the first in a four-caselet series) attempts to introduce the students/participants to the concept of sampling and sampling design. This caselet helps understand the sampling design process at the backdrop of a proposed airline BlueLine Airways. Rahul Marathe (Rahul), Associate Vice President, Operations, with one of the major airline carriers and Ganesh Rahane (Ganesh), Associate Vice President, with a major retail chain, aspired to start a new venture - an exclusive late night  flight airline company. They had discussions with two potential investors and proposed their business plan along with industry trends.

Although the industry trends were highly positive, the investors were doubtful about the new concept (late night flight), especially for India. They suggested to conduct a survey based on which an appropriate decision can be taken. Confronted with the new task of finding out the market pulse through a proper research, Rahul and  Ganesh enlisted the services of an established marketing research consultant who was mandated to carry out the necessary research and submit the report. The  marketing research consultant is confused about the appropriate sampling method/procedure for the given management decision problem and corresponding marketing research problem. How can the principles of sampling design be applied to design an effective sampling for BlueLine’s Marketing Research Problem?



Pedagogical Objectives

  • To understand the importance of sampling in a marketing research context and also to have an overview of sampling design process
  • To examine the different types of sampling methods and identifying a suitable sampling method for BlueLine’ Marketing Research Problem

Case Positioning and Setting
This caselet can be used in: MBA Program/MDPs/EDPs - Marketing Research Course - To introduce the participants/students to the importance of sampling and the sampling design process in marketing research




This Case Pack Includes:
- Abstract
- Caselet
- Teaching Note (**ONLY for Academicians)
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