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Table of Contents

Quality In-Flight Catering: Emirates Flight Catering - Part 3


Chapter 3 Methodology

3.1 Introduction

This chapter concentrates in the selection of the right research methodology and declares the ways through which the same gets initiated. It is important to note that there are many research designs for commencing the research methodology. However, for this research the research design is determined in accordance to the selected research objectives, and research aims. The selected methodological approach for this research is inductive qualitative methodology. In this approach the researcher collected data through answers, statements or opinion of samples participants and further analyses the same to meet research objectives.

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3.2 Research Design

As the core objective of this research is to understand the module of in-flight catering offered by the Emirates Flight Catering, in context of the maintaining quality; the research design aims in collecting relevant data from reliable sources. The approach will investigate quality-oriented catering provisions of Emirates Flight Catering and then the same will be evaluated in accordance to the collected data related to in-flight catering. The idea is to derive the best way to attain success as well as in maintaining quality in-flight catering, in general. For this purpose the inductive approach is considered. Concentrations are led over human behaviour in proportion to the selected topic and thus implication of qualitative approach suits the research at the best.

The research design aims in offer data for analysis and makes the research rich in context and content, with subjective mode of derivations (Sahu, 2013). This is further subject to assist in getting illustrated data in accordance to the issues that appeared in the process managing quality-oriented in-flight catering.


3.3 Data Collection

Research methodology collects data to enhance knowledge that can make the researchers capable of comprehending and further illustrating resources and limitations of the resources, especially in accordance to the presuppositions as well as consequences of the selected research. Miller (1983) declared the process of data collection as the core way of identifying the potentialities of any research and advancing the same as per respective predetermined goals. To this declaration Clark et al. (1984) added that special attention should be led over the selection of questions that are fit to address necessary evidence that is generated in particular. Thus, it is through the process of data collection that the research methodology turns appropriate in connecting the research paradigm to the empirical implication.

The method of collecting data can be from both primary and secondary sources. The primary data is initiated only when the secondary data is unable to meet the research objectives. The secondary data are descriptive documents, like books, peer-reviewed journal articles, reports and official documents.


3.3.1 Secondary data

The secondary data get identified in the form of inconspicuous approach that can be gathered completely from academic literatures, research papers, reports, theories that are published already and are academically accepted. The secondary data are important as they enable the researcher in collecting necessary information from the review of the former literatures.  In context of the current research the secondary data are collected from both university libraries and various online and electronic databases, authenticated officially. There are many peer-reviewed journal articles that are considered for the purpose of meeting the current research objectives.  Books and various news and related reports are part of the secondary data sources.


3.3.2 Primary data

The primary data are collected when the secondary data appeared limited in context of quality-oriented in-flight catering provisions as led by Emirates Flight Catering, in particular. The researcher organises a meeting with officials who are handling the in-flight catering business and tried to collect necessary data to suit the current research objectives. The basic approach is to derive solution to the proposed enquiries related to the research. Primary data source allows the research to attain necessary scope for attaining accessibility of participant/s come with face to face interviews with the researcher. In this way the essence of reliability and authenticity increases towards the research approach.




3.4 Interviews against Questionnaires

After checking through the reliable secondary data, this research decides to collect some primary data by means of conducting interviews with airline flight kitchen associates from Emirates Flight Catering. This is decided as the questionnaire based answers are found to remain limited towards some of the quality oriented issue and in general is never enough to meet the key parameters of the research objectives. According to Hennink and Hutter (2011, p.108) isolated kind of research over questionnaires can hamper the context of reliability over the derived results. The approach of using questionnaire as a research tool tends to lower down the response rate and thus the research can suffer from explanations.


3.4.1 In-depth Interviews

The approach of in-depth interview is initiated on a one-on-one basis. The researcher conducted interviews with airline flight kitchen associates from Emirates Flight Catering, for a span of 30 minutes each. These interviews offered in-depth realisations of personal opinions; values and beliefs related to the quality oriented in-flight catering by Emirates Flight Catering. It is through these in-depth interviews that very rich information with enough specifications has been earned for the research. Interviews assisted in probing relevantly noted data that can uncover some of the hidden issues. Being loosely structured, the interview was capable of collecting data which were not possible through questionnaires. In this approach the interview is confirmed about the maintenance of personal confidentiality. As the respondents were free of any social or official pressure, the declarations helped in generating much authentic data.


3.5 Ethical Norms

While implementing qualitative research methodology through in-depth interview pattern, the current research is strictly following relevant ethical notions to avoid any sensitive issue related to the process of collecting data. This research is subject to follow ethical aspects under proper care and is absolutely away from any personal mode of bias, especially in terms of representing the collected data. Following the derivations of the literature review and the case studies related to the same field, the primary data is collected within restricted ethical domain of corporate laws and interpersonal connectivity with the in-flight catering business. There are instances, when the interviewees refused to name any particular person and the same is respected and no further persuasion is made in that regard. Further ethical norms of keeping personal information confidential and not to make declarations about any personal comment is maintained throughout the research process.

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3.6 Research Limitations

In initiating this research, there were many limitations faced by the researcher. These were basically related to the process of maintaining authenticity, reliability and managing time with the research based targets and timeline. During the research, severe hurdles are faced in managing time.

On a conclusive note, the research methodology selected for this research is majorly qualitative in nature, especially in managing the data through diagrams and charts. The research methodology is qualitative inductive approach, whereby the investigation follows the selected case of quality-oriented in-flight catering provisions as led by Emirates Flight Catering.

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