ADVANCED RESEARCH METHODS
Name Cornelius Willem van der Westhuizen
1. Be able to develop research approaches within a risk management
context.
• Appraise research problems.
• Develop and justify appropriate research aims and objectives within a
defined scope and timeframe.
• Critically explore, select and justify research approaches.
2. Be able to critically review literature on a relevant risk management
topic.
• Critically analyse different theoretical approaches to a research
problem.
• Create a structured and thorough critical literature review.
Tasks 1 to 3
3. Be able to design research methodologies.
• Critically evaluate relevant research methodologies to reflect the
research objectives.
• Design an appropriate methodology in terms of the research objectives
for a defined population.
• Justify the methodology selected in terms of the research objectives
within agreed ethical guidelines
4. Be able to develop a research proposal.
• Create a research question, literature review and methodology.
• Propose techniques for use with quantitative and qualitative data
collection and analysis.
Word count 3755
Date 14th of August 2021
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ADVANCED RESEARCH METHODS
Contents
Problem statement ............................................................................................................................... 3
Research aims and objectives ........................................................................................................... 4
Justification of research approaches................................................................................................. 4
Literature review on risk management .............................................................................................. 5
Theoretical approaches ....................................................................................................................... 6
Methodology.......................................................................................................................................... 8
Introduction........................................................................................................................................ 8
Research Philosophy ....................................................................................................................... 8
Research approach.......................................................................................................................... 9
Research Design .............................................................................................................................. 9
Research Strategy ........................................................................................................................... 9
Data Collection Methods ............................................................................................................... 10
Sampling method and technique ................................................................................................. 10
Data Analysis Plan ......................................................................................................................... 10
Ethical Consideration ..................................................................................................................... 10
Limitations ....................................................................................................................................... 11
Research proposal ......................................................................................................................... 11
Research Questions .......................................................................................................................... 11
References .......................................................................................................................................... 12
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Introducing and managing innovation in business; a case of Malaysian airlines
Problem statement
Innovation is considered to be the key to success and similarly, Adapa and Roy (2017) claimed
that in recent times, the concept of innovation has become highly challenging. The reason that
many companies in the aviation industry specifically are facing shortage of funds, equipment,
and HR to introduce change are prevalent challenges. Nonetheless, it is also apparent that
the introduction of change in the form of new innovations cannot be ignored as people today
prefer travelling in airlines that offer the best in-flight entertainment services, online
reservations, and digital baggage management system (Corbet, et al., 2021). However,
introducing such innovations can be intimidating for Malaysian Airlines, but still the airline has
to make efforts to manage innovation in order to regain its reputation in the aviation industry.
Current situation stirring financial loss due to COVID-19 have enforced the companies in the
aviation industry to focus on introducing new approaches and techniques, which could help
them in attaining greater success and deal with the financial loss (Large, 2019). However, it is
also apparent the introduction of change in the form of innovation and creativity is highly
complex, particularly for airlines that function in the developing countries. In this concern, it
has been appraised that introducing and managing innovation for Malaysian Airlines, which
operates in a nation that has been badly affected by COVID-19. In this concern, one major
problem that this research aims to address is that how Malaysian Airlines can introduce and
manage innovation during the financial crisis (Hameed, et al., 2021).
On the other hand, it is also a noticeable fact that the financial issues and/or tribulations are
not the only problems, which restricts and hinders the application of new innovations and
creativity at Malaysian Airlines (Alsuwaidi, et al., 2021). In fact, the cultural issues and lack of
motivation of employees to embrace change is also highly critical as it has been observed in
the study of Ghouri, et al., (2020) that nearly 2 out of 5 employees in the aviation industry of
Malaysia does not want to bring changes in their workplace environment and operations.
Therefore, the absence of motivated employees to take part in the change management
process will be highly problematic for Malaysian Airlines to introduce change (Wu, et al., 2020).
This research mainly aims to address how the operational risks can be evaded by motivating
employees and thus enforcing them to perform more efficiently in order to introduce innovation
within the airlines.
Apart from this, it is also evident that the financial issues and tribulations resulting in giving
rise to the financial risks and liquidity risks can also emerge while introducing innovation within
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Malaysian Airlines (Urban, et al., 2018). For example, it has been assessed that introducing
innovation can turn out to be highly costly and expensive. In such a condition, it is believed
that Malaysian Airlines while introducing new innovations is required to focus on using different
risk management approaches and techniques to prevent financial loss (Kusi-Sarpong, et al.,
2019). Hence, this research aims to address the approaches, which would be implied by
Malaysian Airlines in order to make its innovation successful and less risky as well.
Malaysian Airlines System faced rise and fall of the turbulent economy since Covid-19's
involvement. Malaysian Airlines has experienced many managerial, operational, and financial
difficulties during the past two years since 2020 (Said, et al., 2017). As a result, the study
results will be concentrated on the management issues confronting Malaysian Airlines and will
provide several theories and methods for resolving the challenges confronting the Malaysian
airline sector (Mamrina et al., 2020).
Additionally, the study indicates that even when the management problem is resolved, the
business would face many uncontrolled external problems, such as financial uncertainty
(Sengur, et al., 2017). Not to mention that performance will be significantly impacted by
international currency rates and the enforcement of foreign regulations by other governments,
since Malaysia Airlines operates in many countries.
Research aims and objectives
The primary aim of this research is based on determining the course of actions required to
introduce and manage innovations at Malaysian Airlines. Some of the crucial objectives
crafted to make the research aim achievable are:
• To understand the current issues at Malaysian Airlines due to lack of innovation
• To determine the innovative features required to be introduced to benefit Malaysian
Airlines
• To assess strategies for management of innovation at Malaysian Airlines
The objectives defined for the Malaysian Airlines are to be implemented within 3 months as
the loss beard by the arrival of COVID-19 has weakened the operations of airlines. Hence,
introducing a change in the operations is the need of the time. Although these changes would
not immediately affect the airlines but it will start a chain reaction consisting of change in
operations that will presumably impact the airlines positively for long term.
Justification of research approaches
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There are two types of approaches which will be considered useful for defining and illustrating
the topic “Introducing and managing innovation in business; a case of Malaysian airlines”.
According to the study conducted by Stahel, (2019), there have been two widely utilised
methods in doing research worldwide, namely inductive and deductive. The primary distinction
between the two methods is the time element involved in hypothesis creation. When
hypotheses are created at the outset of a research project, they are often developed using a
deductive method (Poon, et al., 2020). The deductive method is often employed in quantitative
design research. If, on the other hand, the hypothesis is formed towards the conclusion of the
data collecting phase, the researcher is said to be using an inductive method in his research.
By using this strategy, the author is more likely to arrive at a meaningful conclusion, and
therefore, after the gathering of required data, interpretation is performed in order to create
hypotheses (Suvittawat, 2020). Hence in order to derive a meaningful conclusion to the
research study, the data would be accumulated from secondary resources and interpreted.
Thus, the researcher would be using a deductive approach of research.
Literature review on risk management
Malaysia Airline industry quest for higher revenue has been to the expense of passenger
comfort. For consumers, the lesser the unit prices the better. For airlines, one efficient method
to achieve that goal is to cram more seats onto each aircraft. In addition, Malaysia Airlines
have been considerably more conservative when it comes to dominating the country with new
flights. The capacity discipline coupled with a larger number of seats per aircraft has resulted
in full flights with less space for individual passengers.
Technology has been wonderful for Malaysia Airlines. Biometrics is likely to be a breaker for
airport experience. While hybridization is anticipated to bring in a new era of flying. Technology
has already helped change everything from in-flight pleasure to liberating flying crews from
their bulky flight manuals. However, as the aviation industry and the infrastructure that serves
it grows more reliant on technology, it's also going to be much more susceptible. Insufficient
investment in technological infrastructure during the last decade has resulted in a series of
computer failures that may cripple an airline's operations for days on end. With the increasing
danger of cybercrime, the aviation sector will have to work considerably harder to remain
ahead of the curve.
Every airline CEO would say the most essential aspect of his or her business are the people.
It's true, an airline's workers are its lifeblood. Which is why bad labour relations can destroy
an airline both operationally and financially. With the development of cellphones and social
media, airline workers' activities are now more scrutinized than ever. Thus, the activities of a
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small number of workers may have a significant impact on the airline. However, as the aviation
industry learns to operate more efficiently, its business and labour models are also changing.
As a consequence, in recent years, workers at major airlines in the United Kingdom, France,
and Germany have gone on strike.
Fuel is the most expensive component of a Malaysian airline's operating costs. Profitability
has undoubtedly been aided by a significant drop in oil prices in 2014. Crude oil prices, on the
other hand, are reviving. Malaysia Airlines will have to learn how to exist in a more expensive
environment, even if it does not achieve its former heights. There is a technical issue. Malaysia
Airlines has established a reputation for superior service and safety since its inception in 1937,
winning a slew of industry accolades in recent years for its cuisine, cabin staff, and overall
service. Nearly two decades ago, one of its aircraft crashed in the Malaysian city of Tawau,
killing 34 people.
Theoretical approaches
The game theory method is used to analyse Arik Air's competition with Aero Contractors. The
prisoner's dilemma game is an often cited example of a descriptive application of game theory.
The prisoner's dilemma game is a famous example of a semi-static game. There are two
groups in this game, and each participant has a turn (Berman, et al., 2021). The rounds are
concurrent. Concurrent play's basic characteristic is that each player moves independently of
the other. Each participant has two possible strategies for retaining innocence or confessing
cravenly. If both players maintain their innocence, their payoffs will increase. However, if they
are convinced to confess in exchange for a promise of a few years in jail, the payoffs may be
reduced. The prisoner's dilemma forces businesses operating in a competitive market to
maintain their current strategy, which maximises payoffs for each player.
In light of this, genetic algorithms have been proven theoretically to provide the optimal
solution to players in any game of analysis. Historically, linear programming ideas have
influenced a number of basic notions in optimization theory, including duality, deconstruction,
and the importance of convexity and its extensions (Berman, et al., 2021). Additionally, it is
beneficial for modelling planning, routing, and planning, allocation, and design issues.
According to a survey of the world's 500 largest businesses, 85 percent of them used linear
programming. In light of this, the current study utilised the linear programming technique to
determine the optimal strategy and the associated payoffs for two selected firms in the
Nigerian domestic aviation sector (Adebayo, 2017).
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The early literature made commendable efforts to develop different models that explain the
nature, strategies, and behaviour of businesses in dealing with their environment. For
instance, managerial assets are a key driver of competitiveness in every industry. Market
competition and the discrete case are critical components in evaluating competitiveness in
Taiwan. Capitalization and location of a business are critical for competitiveness (Berman, et
al., 2021). Additionally, many studies concluded that a firm's orientation is essential for
sustaining dynamic competition in an uncertain and very challenging economic climate.
A technology-driven strategy is one in which technology enables the supply of tailored
products, precise segmentation, and the critical information loop that maintains the
conversation. IT enables businesses to monitor consumers individually, turning chosen
customers into loyalists and weeding out less desired customers from their portfolio (Berman,
et al., 2021). The internet is rapidly becoming an essential tool for businesses that place a
premium on customer service. Malaysia Airlines is on schedule to begin selling electronic
tickets in September, after the completion of the transition of its client airlines' check-in
systems to the new SITA Departure Control System. According to the airline, this enables the
15 airlines, including Jet Airways, Royal Brunei, and Kuwait Airways, that Malaysia Airlines
serves as the ground handling agent to check in eTicket passengers alongside paper ticket
customers (Adebayo, 2017). This switchover for customer airlines is the first phase of Malaysia
Airlines' RM400 million Passenger Services System rollout, which will upgrade the airline's
entire IT infrastructure in preparation for the airline's transition to the International Air Transport
Association's (IATA) standard eTicketin (Berman, et al., 2021).
Historically, fine differentiation has placed a premium on the product dimension; the other
dimensions have been utilised when there is no actual distinction between competing goods.
Businesses continue to distinguish themselves online based on product characteristics.
However, the Internet's biggest contribution is to product line diversification, that is, the almost
infinite variety of goods that businesses may provide and the ability to use this vast selection
as a foundation for customising product offers for specific consumers. Internet marketing has
the potential to have a significant impact on product packaging (Berman, et al., 2021).
Currently, marketers design the majority of product packaging in order to appeal to customers,
be visually appealing, compete with other goods on shop shelves, and ultimately sell the
products. Consumers may need goods with more utilitarian packaging as more commerce is
done online rather than in brick-and-mortar shops. Purchases made online will be delivered
straight from the distributor to the customer and will not appear on retailer's shelves. As a
consequence, these goods will not need costly, colorful packaging for in-store display, nor will
they require several layers of functional and show packing.
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Methodology
Introduction
This chapter will discuss the critical components of predictive analytics tools and methods
necessary to provide genuine and authentic results from the study performed. This chapter
discusses the critical modules of research technique, which include the research strategy and
research philosophy. This will assist the reader in deciphering whether of the two ideologies,
positivism or interpretivism, was utilised to conduct the study and if an inductive or deductive
method was used (Berman, et al., 2021). Additionally, the chapter would include
comprehensive information on the research method utilised in the article, whether quantitative
or qualitative. Additionally, it would provide insight on whether the data was gathered via
primary or secondary sources. Along with addressing the methodologies, methods, and data
analysis strategy, this chapter would offer an in-depth examination of the study's limits and the
ethical standards that were followed during the research carrying phase.
Research Philosophy
The use of a certain phenomenon in order to collect data for a research study is referred to as
research philosophy. The ideology that is used in a research project is determined by the
nature of the study subject under consideration. When conducting a research study, the basic
rule is to choose which philosophical approach will be utilised to guide the investigation in the
direction of its eventual conclusion. Not only is it beneficial during the data collection phase,
but it also plays an important role throughout the analysis and implementation phases of the
research project. There are numerous various philosophical approaches that may be utilised
in doing research, with the positivism, interpretivism, and pragmatism approaches being the
most often used. In addition to these approaches, some researchers use the realism ideology
in their investigations. The statistical school of thinking, on the other hand, is opposed to the
use of interpretivism in their research (Adebayo, 2017). As a result, the positivist philosophy
is used by the researchers. It is utilised in studies where the data gathered is numerical and
statistical in nature, and where data that is not numerical is transformed into numeric in order
to fulfil the requirements of the study, and where the positivist philosophy has adopted to
analyse and interpret the findings. Furthermore, the pragmatic concept is used to research in
which both numerical and non-numerical data are required in order to generate genuine and
relevant findings; as a consequence, equal weight is given to both types of data in the study.
In accordance with the Realism concept, a more precise method to knowledge creation is
used, and it is believed that the researcher's and other respondents' minds are independent
of the idea that they are seeing anything. It will be necessary to use the interpretivism
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philosophy in order to carry out this study, which will interpret the data gathered via human
interactions that utilise comparable languages and meanings.
Research approach
According to the study conducted by Wong, et al., (2020), there have been two widely utilised
methods in doing research worldwide, namely inductive and deductive. The primary distinction
between the two methods is the time element involved in hypothesis creation. When
hypotheses are created at the outset of a research project, they are often developed using a
deductive method (Priyadarshinee, et al., 2017). The deductive method is often employed in
quantitative design research. If, on the other hand, the hypothesis is formed towards the
conclusion of the data collecting phase, the researcher is said to be using an inductive method
in his research. By using this strategy, the author is more likely to arrive at a meaningful
conclusion, and therefore, after the gathering of required data, interpretation is performed in
order to create hypotheses. Hence in order to derive a meaningful conclusion to the research
study, the data would be accumulated from secondary resources and interpreted (Adebayo,
2017).
Research Design
In order to find out if the study is numeric or non-numeric, it is determined whether the research
plan is numeric or non-numeric. In order to test this theory, the researcher designed an
experiment that enables him to identify whether the study is deductive or inductive in
character. Qualitative research design is often used for collecting non-numeric data. However,
quantitative study design is anti-qualitative, i.e. the method opposes the goal. When in the
data collecting phase, all numeric data will be considered. So, statistical analysis and other
variables platforms are used to examine numeric data. For this study, however, the
researchers are of the belief that data collection from empirical and non-sources should be
utilised in order to produce a more genuine and meaningful outcome. A kind of research
design called as mixed design is prevalent in this study. A mixed design is used by the
researchers, who want to get more thorough deductions from their investigation, to provide a
more substantial research report.
For this particular study, the researchers has been using qualitative research design in order
to collect non-numeric data in order to gather results. The main reason for using the design is
that non-numeric data could gather the results efficiently and effectively.
Research Strategy
These scholars utilised two distinct kinds of research strategies, such as explanatory and
exploratory, to carry out their studies. When researchers utilise prior publications, journals,
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and articles as their source for research, they adopt an explanatory research approach
(Hasim, et al., 2018). Also known as causal approach, this method focuses on the connection
between different pieces of data and how that impacts outcomes. Although in contrast,
exploratory research does not seek to get new knowledge, it includes the collection of new
information. The study subject that required taking interviews from the respondents and using
the respondents' experiences to produce genuine findings necessitated the adoption of an
exploratory research method.
Data Collection Methods
There are two main and two secondary data gathering methods. The primary technique utilises
several media, including interviews, surveys, focus groups, and observations, to gather fresh
data. Secondary data of data collecting technique is when the data has already been gathered
via prior studies and publications. To that end, as stated before, in order to arrive at an
accurate and genuine data set, we must conduct interviews with respondents. By doing this,
it is making use of a main data gathering technique.
Sampling method and technique
Probability and non-probability are the two commonly used method of sampling of population.
In order to carry out this research non-probability sampling method is used in order to get the
best fit population for the collection of data and generation of authentic results (Uprichard,
2013). Additionally, non-probability sampling method consists of different techniques of data
collection. Thus, snow ball sampling technique would be used in order to get the right
respondents on board to give interviews through cold links.
Data Analysis Plan
Prior to mentioning the data would be gathered from the primary resources, the researcher
decided on qualitative research, and thus interviews with primary resource respondents would
be conducted. In order to do an analysis on the respondents' answers, a sample size of 5
people will be needed (Zakaria 2020). The themes and patterns are produced once the data
is coded and sifted. Initially, the interviews were edited and broken down into transcripts. The
transcripts were then examined to identify topics that kept recurring. Codes are used again
and over to create repeating things, which are known as themes (Nguyen, and Hoang, 2021).
The results of the research study are subsequently presented in the form of a report, as the
themes are transfigured.
Ethical Consideration
Once the study begins, certain standards, norms, and ideals are established that are followed
consistently throughout the process. The ethical considerations of the research are included
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in these recommendations. In the first place, creative use must not be a practice of plagiarism
since it is considered an international crime (Baghirov, et al., 2019). Crediting the investigators
and publishers for the studies used to gather material for a literature review is a great way to
show appreciation for their contributions. For the initial collection of data, respondents are
granted complete anonymity under the condition that they do not use the information for
purposes other than responding to the survey. This privacy violation is a one-way street for
researchers.
Limitations
As time goes on throughout the course of the investigation, the limitations are positioned as
barriers to progress. As a consequence, the research on providing effective outcomes would
be hindered. Another constraint limiting progress at the time was the length of time it took to
conduct the study. There is also the issue of data authenticity due to the fact that the data was
gathered via interviews and the participants were chosen using cold connections. The bias in
transcribing the interviews exists which contaminates the results of the research investigation.
Research proposal
Research Questions
• What are the current issues at Malaysian Airlines due to lack of innovation?
• What are the innovative features required to be introduced to benefit Malaysian Airlines?
• What are the strategies for management of innovation at Malaysian Airlines
• What will be managing innovation in Malaysian airline business; a case of Malaysian
airlines?
Discrete and continuous are the two main types of quantitative data where discrete data have
limited numbers and the consistent data values lying on a continuum having the potential to
have fractions or decimals. If research is performed to find the number of cars owned by the
American home, then we obtain a whole number, which is a great example of discrete data.
When research is restricted to the examination of physical measures of the population like
length, height, age, or length, then the outcome is an outstanding example of a real data.
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