Business Research Analysis - Assignment Example

Business Research Analysis BUSINESS RESEARCH ANALYSIS Questionnaire As you fill out this questionnaire, please give the answers with reference to the light rail trip during which you received the questionnaire. More specifically, please tick the box with the appropriate answer for every question or you can also fill in the answer on the provided lines as completely as possible. 1. With regards to this trip, at what time did you board this light rail? a) Before 6 a.m. b) 6 a.m. – 9 a.m. c) 9 a.m. – 3 p.m. d) 3 p.m. -6 p.m. e) After 6 pm 2. Which light rail line were you riding on when you were presented with this questionnaire? 3. At which rail station did you board this train with specific regards to the trip during which you were presented with this survey? 4. Which means of transport did you use to get to the light rail station at which you boarded this trip’s train? 5. At which rail station did you or will you get off the light rail train, specifically thinking of the trip on which you were presented with this survey? 6. After getting off this train at the light rail station, how do you expect to reach your final destination? 7. For what specific purpose did you take the trip on which you received the survey? 8. In order to arrive at your final destination, how many miles do you have to travel on this trip, including the trip on the train and other travels to and from the rail station? 9. What means of payment did you use for the trip on which you received this survey? 10. Did you use any form of special fare discounts for this trip? If yes, which one did you use? 11. Have you ever used a bicycle to travel to or from the station in the last year? 12. Please rate the light rail service for the following aspects that you have experience in. Very Poor Poor Fair Good Excellent I don’t know/ N/A Convenience i. The train is available after 6 pm for evening service ii. The train is available for Saturday and Sunday weekend service Stations iii. Light rail stations cleanliness iv. Protection from vagaries of weather as I wait for the train v. Overall personal security perception at the rail station Travel time vi. Train frequency vii. Trains’ on-time performance viii. Total time of travel to final destination from origin ix. Reliability of light rail/bus connections Comfort x. Smoothness of the ride xi. Availability of seating space xii. Cleanliness of floor, seats, and overall train interior xiii. Overall rating for the light rail service 13. What suggestions do you have for improving this light rail service? Distribution Method and Associated Documents Customer perceptions are to be measured by asking riders on present light rail trains about the performance of the current lines based on their experience in a recent trip. The survey was carried out using an on-bard, self-administered survey of passengers selected randomly while using the trains during weekdays. These questionnaires were distributed to passengers waiting for light rail trains to arrive at the station. Moreover, the survey involved designed a sampling plan for the distribution of questionnaires as a proportion of the actual boarding based on the time of day, train direction, and station location. Every questionnaire packet will include a questionnaire that explains the survey’s purpose, a questionnaire, coupons for at least two free train rides, a pencil, and a return envelope with postage paid for. On top of the two free coupons given to the selected passengers, further incentives for riders to participate will include a drawing for $50 gift certificates. These questionnaires are to be distributed between the 15th of January and the 30th of December. In addition, the questionnaire was also available in Spanish for those users who may prefer to complete the survey using a Spanish version of the questionnaires. Because the questionnaires used in the survey are not meant to be completed and posted back in a manner that is proportional to the questionnaire distribution, the data collected from the light rail survey will be weighted for the purpose of analysis in order to accurately reflect the ridership proportion by five periods of time. These are the time periods after 6 pm, between 3 and 6 pm, between 9 am and 3 pm, between 6 am and 9 am, and before 6 am. Critical Evaluation of the Questionnaire One of the aspects covered in the questionnaire was trip characteristics and behaviour of the passengers on current light rail trains that affect performance and ridership on the light rail transit system. Some of these characteristics and behaviours include purpose for the trip, boarding characteristics, how the rider accessed the system, trip length, use of other transport services to complete the trip, and ridership frequency. This was meant to ascertain whether extending the system to serve outlying areas better, specifically in the East or north of the City, was a priority. Moreover, it will also help to ascertain whether to run more trains. In addition, these characteristics will also help to ascertain whether modernizing the old stock used on the system with more trains will be taken as a priority. The primary objectives of the light rail transit system survey were to determine priorities for the planned improvements and corrective actions to the rail system. There are several reasons why the survey was designed in form of semi-structured questionnaires. To begin with, it was possible to collect large amounts of data and information from large number of passengers in a relatively cost-effective manner, as well as a short time period. Moreover, the current design is the best fit for this study because it can be conducted with limited effect to reliability and validity, while results from the questionnaires can be quantified easily and quickly using a software package or by a researcher (Keizer & Kempen, 2012). After quantification of data, it will also be possible to contrast and compare resultant data to that from previous surveys of the transit system and to measure any changes. Data collected from questionnaires is also easier to analyze, particularly since computer software can be sued for entry and tabulation of data. This design is also more familiar to the people expected to be using the light rail transit system because nearly everyone has experienced questionnaires at some point, while they are less likely to make people apprehensive compared to other methods of data collection like interviews (Scruggs & Mastropieri, 2013). The current design will also reduce bias by getting rid of middle men and having uniform representation of questions. Indeed, the personal opinions of the light rail transit company will not affect how passengers reply to the questions, specifically since there are no visual or verbal clues. According to Zikmund (2013), majority of issues with questionnaires are traceable to the project’s design phase, which means that the best way to ensure good design of the questionnaire is to have well defined goals that can be expressed in a few, concise sentences. In this case, the questionnaire was designed in order to address the project’s goals directly, which included assessing potential and existing customers regarding the areas that most required development. Dhawan (2010) argues that study or project goals are best clarified by deciding on how the information from the questionnaire will be used. As such, the questionnaire was designed by committing the goals to writing and only asking questions that address the goals of the study directly. Generally, it is more likely that short questionnaires achieve a higher rate of response than long questionnaires, which was the main factor behind crafting short questions and a short questionnaire. Indeed, Sachdeva (2012) claims that the response rate for questionnaires is the most critical indicator of the confidence that one may place on the results. Thus, during the design phase of the questionnaire, there was a direct attempt to maximize the rate of response by shortening the questionnaire. Sreejesh et al (2014) also posits that the statistical analysis plan should be formulated during the project’s design phase by understanding how each question is to be analyzed, as well as preparing for how to handle missing information and data. In this case, several questions were eliminated from the survey on the basis that the researcher could not specify the manner in which they intended to analyze them. Moreover, Jha (2011) identifies the uniqueness of questionnaires and their envelopes as being important for the response rate. As a result, the questionnaires and their envelopes were made as unique as possible through colour, use of commemorative postage stamps, and use of hand addresses. In addition, the cover letter was well written to make an impression on the respondents and increase the response rate, while the questionnaire will also be given a meaningful and short title to make it more credible. Novikov (2013) contends that the researcher or project manager should ensure that the instructions accompanying the questionnaire are concise and clear, specifically to make them easier to understand. In this case, the questionnaire instructions used basic vocabulary and short sentences to make them easier to understand. In addition, Hair (2013) proposes that the first items of the questionnaire should be interesting and non-threatening in nature to increase the potential response rate. This required the use of direct and simple language to ensure that the respondent clearly understood the questions being asked. As aforementioned, the questionnaires were distributed to potential respondents using simple random sampling. This was selected specifically because it eases the process of assembling the required sample, while it is also taken as fair way of recruiting a representative sample from the identified population because all the light rail transit system users have an equal opportunity of being recruited (Weathington et al, 2012). The simple random sampling system to be used for distributing the questionnaires is also noted for enabling the recruitment of a representative sample of the population. Indeed, Flick (2011) notes that the representativeness of a random sample can only be compromised theoretically by luck. The sampling error, which is the random variation that may make the sample selected unrepresentative of the train users’ population, will be included on the questionnaire results during analysis. Finally, this sampling method for distribution of the questionnaires was selected because it is unbiased and representative, which improves the chances of drawing the right conclusions from the study results regarding the priorities for the light rail transit system development project (Kuada, 2012). As such, random sampling will enable the researcher to make generalizations from the data and results across the entire population of passengers on the light rail transit system. The questionnaire for this study will use both open-ended and closed-ended questions, of which the closed-ended questions include multiple-choice questions. However, majority of the questions in the questionnaire will be open-ended questions, which allow more flexibility in how the respondents answer (Sachdeva, 2012). The open-ended type of questionnaire has added significance for this study as it will allow the collection of candid respondent opinions about the transit line. By using open-ended questions for the study, it will be possible to obtain unique respondent insight, especially as they will be freer to express their criticisms, recommendations, views, and opinions. This value of the open-ended questionnaire outweighs its limitations, such as difficulty of analysis, as well as the inability to fit into models of statistical analysis (Keizer & Kempen, 2012). References Dhawan, S. (2010). Research methodology for business and management studies. Delhi, India: Swastik Publications. Flick, U. (2011). Introducing research methodology: A beginners guide to doing a research project. Thousand Oaks, Calif: Sage Publications. Hair, J. F. (2013). Essentials of business research methods. Hoboken, NJ: Wiley. Jha, N. K. (2011). Research methodology. Chandigarh: Abhishek Publications. Keizer, J., & Kempen, P. M. (2012). Business research projects: A solution-oriented approach. Amsterdam: Butterworth-Heinemann. Kuada, J. E. (2012). Research methodology: A project guide for university students. Frederiksberg: Samfundslitteratur Novikov, A. M. (2013). Research Methodology: From Philosophy of Science to Research Design. Hoboken: CRC Press. Sachdeva, J. K. (2012). Business research methodology. Mumbai [India: Himalaya Pub. House. Scruggs, T. E., & Mastropieri, M. A. (2013). Applications of research methodology. Amsterdam: Elsevier JAI. Sreejesh, S., Mohapatra, S., & Anusree, M. R. (2014). Business research methods: An applied orientation. Weathington, B. L., Cunningham, C. J. L., & Pittenger, D. J. (2012). Understanding business research. Hoboken, N.J: John Wiley & Sons. Zikmund, W. G. (2013). Business research methods. Mason, OH: Thomson/South-Western. Read More