1. How comparable are the two different methods? In what ways are they similar? In what ways are they different?
2. What are the positive and negative aspects of each approach that Jack should consider before recommending a course of action for Valley Airways?
3. What aspects of service quality does each approach address well and not so well?
4. Considering the two methods outlined, what types of validity would you consider to be demonstrated by the two approaches to measuring quality? Defend your position.
5. Which of the methods should Jack recommend? Why?