Product details

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?