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5.0 An investigation into the marketing principles in place within International Aviation

The marketing officer from International Aviation was considerate enough to give up some of his time to be interviewed. The intention of the interview was to impartially, and without bias examine which, if any, of the aspects of Borden’s (1964) twelve point framework were viable within the organisation.

In order to remain impartial and not to lead the interviewee while still allowing him to talk freely very little structure was given to the interview. The student carried out the interview without a pre-designed set of questions taking only a list containing each of the twelve points from Borden’s (1964) framework into the interview.