¶ … Emirates Airlines'. The topic tends to draw attention towards the information about the inception, growth and development of the Middle Eastern airline as one of the most successful airline in the world. Emirates Airlines is the largest airlines based in the Middle East in terms of revenue and passengers carried since 2007. It is based at the Dubai International Airport, Dubai and is owned by the government of Dubai entirely. The airline started up in 1985, as a result of Gulf Air cutting back its services to Dubai, with the backing of the Dubai Royal Family (Emirates, 2013). In 2012, the airline was named the third largest airline in the world in terms of international passengers carried and may move up to number two if the growth rates are maintained (CAPA Centre for Aviation, 2012). Apart from support from the Dubai government, the national carrier of Islamic Republic of Pakistan, the Pakistan international Airlines also played a major role in the inception years of the Emirates Airlines. Therefore, from this brief introduction it becomes clear that there have been multiple reasons for the continuous and successful growth of the Emirates Airline. One of the major reasons for such a rapid growth is the marketing strategy employed by the Airline. They focused on advertising their hospitality and quality cuisine in order to attract customers. However, there are other reasons and aspects of the Airline that must be taken under consideration for promoting its growth and success. Analyzing these reasons and aspects would assist in attaining the primary purpose and objective of the paper by answering the research question that 'How has the Emirates Airlines developed from a small to a major airline in just a few years over 2 decades since its inception?' The paper will aim to evaluate these reasons and assess their contribution in ensuring the success of the Emirates Airlines. Research Methodology:

Data that had been collected through the available materials in the form of books, journals, articles and websites are to be considered as the secondary form of data, whereas the primary form of data in such a research is gathered and collected directly by using different means, such as interviews taken from knowledgeable people and usage of prepared questionnaires. The collection of all the data has been done using the following methods:

Searching and reviewing of materials available on the official website of Emirates Airlines, along with those attributed to the airline industry and specialized t press for relevant archive materials and news.

Interviews made with over 100 travelers from the general public to capture different views and perspectives on the topic and its potential developments.

Review of various books, journals and articles relating to the matters concerning the scope of our project.

Conducting interviews from a group of random people using self-prepared questionnaires. These questionnaires included 8 closed ended questions and 2 open ended questions to get a brief idea of what the general perspective is regarding the subject matter.

The questionnaires involved in the research included a selection of both the open ended questions and the closed ended questions. This allowed us to gain a wider response from the randomly selected group of candidates, while also getting an open opinion on the topic. However, the involvement of closed ended questions simplified the task of tallying responses and drawing suggestions and conclusions over the collected data.

Ethical Considerations:

Whilst collecting data for a research paper, it is always important to address the ethical issues that may arise that impact upon the research data collected. If such considerations are ignored, then the research data becomes influenced and tends to show incorrect data that can biased towards one aspect of the research or would possess a motive which should not be present in the research data that is collected to analyze the issues regarding the research topic.

The research data has to be free from bias and influence to ensure the authenticity and correctness of the data. In our case, the data collection method involved the interviewing of a marketing head of a local airline. This has to be ensured that the data presented in the interview answers is not taking sides of a singular perspective as this could make the data more opinion-based rather than informative and knowledge based.

Another ethical consideration would be that the interviewees chosen for the research interviews could be chosen with bias and not randomly so as to ensure to receive a certain perspective by a specific segment of the interviewees group. This would again prove to influence the information collected and derail the purpose of the interviews to collect unbiased,...

Other minor considerations have to be dealt with efficiently to ensure avoid any ethical situation to arise.
Limitations of the Data:

The sample size used for the research carried out was too small for results to be applied universally or for them to be termed as reliable too, since there was no counter check on the answers / responses provided by the various passengers. Also, using a questionnaire could end up as being harmful since the two sets of questionnaire were provided and there were 10 questions involved, in total which is a small number as this could not have completely aided in acquiring all relevant information to the topic. Also, it is possible that the questions given were not understood well by the respondents and thus may have lead to inaccurate conclusions being drawn. Lastly, by carrying out an interview with the marketing head, there is a possibility that the interviewer may have put forward leading questions or asked the questions in a manner that may have lead the interviewee to reply with the desire responses, thus making the results invalid. Much work has been carried out in order to gain results from a variety of sources, thus trying to ensure that the conclusions drawn are reliable and applicable to the Emirates Airlines. However, some allowance must be given to any minor possible mistakes that could have been made during the process of collecting data and carrying out the research regarding the topic in dissertation.

Data Instruments, Sources and Collection:

The data collected for this research paper comes from numerous sources. Primarily, the information was collected via a selection of authentic websites. This includes the Emirates Airlines' official website which may offer a slightly biased, but none-the-less factual view along with the independent airline rates and services comparison website Skyscanner.

Another source for the data collection for this particular purpose is survey reports and interviews conducted by independent companies. Surveys conducted by renowned independent firms were selected. The UK- based aviation research firm, Skytrax that conducts Quality-Control Audits for top-notch commercial airlines as well as that of airports around the globe. Also included in the information analyzed is the study conducted by another independent research firm by the name of Ethos Consultancy.

There were also interviews and questionnaires distributed to 100 passengers that have travelled on Emirates Airlines, in order to have an in depth personal view of how the Airline functions in-flight along with its customer service and other luxury offerings. The questionnaire is attached in the appendix herewith. It consists of 8 closed end and 2 open ended questions. This was a quantitative analysis of in what cabin (first, business or economy) the passenger flew, the quality of service experience, the food quality and any recommendations and complaints they seek fit to be made. The survey will be sent to customers online via the Internet addresses they have provided along with other data when purchasing tickets, allowing the surveys to be filled in quickly and easily.

Data Analysis and Discussion of Findings:

Since most of the information has been extracted from surveys and published independent reports of consultancy and audit firms, the data analysis methods used are basically falling under the category of descriptive statistics. These can be further classified into survey methodology and exploratory data analysis methodology taking the lead. Statistical surveys are often undertaken with in order to make statistical inferences about the population that is placed under scrutiny studied. There is a strong dependence on the survey questions used. There are polls conducted regarding public opinion, market research surveys, and governmental surveys are all examples of quantitative research that use contemporary survey methodology to answers questions about a population.

The survey questions were clear, concise and to the point. The focused on the quality of customer service provided by Emirates Airlines, in terms of their hospitality in-flight with regard to their cabin staff, to the quality of the services offered such as delicious dining experiences, connectivity to the world, entertainment and care for the traveler's families. It also involved questions of the service provided by the Airline before boarding such as the booking and check-in. The survey consisted on well-rounded questions that covered every aspect of service that is being provided by Emirates the minute walks in through the airport doors or clicks on the internet and books their flight on the Airline.

According to an independent poll conducted by the website Skyscanner, Emirates Airlines ranked…