The Market Research Toolbox - Case Study Example

Executive Summary To assist the top management of First Group with regards to their marketing dilemma with regards to the general public’s reluctance in the use of public transportation, the Marketing Research Agency strongly recommends the need to conduct a combined quantitative and qualitative research method for the market research study. This report clearly explains why there is a strong need to utilize both quantitative and qualitative research techniques in this particular marketing research proposal. Table of Contents Executive Summary ………………………………………………...………………….….. 2 Table of Contents ………………………………………………………………………….. 3 1. Introduction ………………………………………………………………………… 4 2. Company History / Background ................................................................................ 4 3. Problem Definition ..................................................................................................... 4 4. Objectives of the Research ......................................................................................... 4 5. Proposed Marketing Research Design for First Group plc ………………...………. 5 5.1 Data Collection, Population, and Sample Size ........................................... 5 5.2 Research Questionnaire Design .................................................................. 6 5.3 Analysis of the Proposed Research Findings ............................................. 8 6. Time Limits and Time Plan ....................................................................................... 8 7. Presentation of the Actual Marketing Report ............................................................ 9 8. Confidentiality Requirements .................................................................................... 9 9. Proposed Personal Briefing ....................................................................................... 9 10. Anticipated Budget Requirements ............................................................................. 9 11. Conclusion ................................................................................................................. 10 References ………………………………………………………………………………….. 11 Appendix I – Location in UK where First Group Operates ………………………………... 12 Appendix II – Sample of Marketing Research Survey Questionnaire ……………………... 13 1. Introduction Marketing research is defined as a “scientific method in searching for truth about marketing phenomena” (Zikmund and Babin, 2007, p. 5). In most cases, a marketing research can be utilized to allow our client to learn more about certain problem and/or opportunities related to marketing. Aside from learning more about the target market and uncontrollable environmental, political, economic, or situational factors, making full use of the marketing mix (4P’s) is highly recommended as a way of determining controllable factors that can effectively satisfy the specific needs and wants of the target market (Sumathi and Saravanavel, 2008, pp. 3 – 4). 2. Company History / Background The First Group plc is a transport company that provides transportation services not only in North American but also in UK (First Group, 2014a). As one of the largest transportation company in UK, the top management of First Group has been determined in knowing why people are hesitant in the use of public transportation. 3. Problem Definition People’s reluctance in the use of public transportation has been affecting the company profitability of First Group. It also contributes to more carbon footprints in UK. 4. Objectives of the Research The main objective of the research is to know more about the target customers’ attitude and behaviour when it comes to supporting the use of public transportation. 5. Proposed Marketing Research Design for First Group plc To address the main purpose of the marketing research, the proposed marketing study will combine the use of quantitative and qualitative research survey techniques. First of all, the use of quantitative research technique is the best choice when it comes to allowing the marketing researcher to gather a more generalized response coming from more than 100 research survey respondents (Kaden, 2006, p. 121). This explains why the use of quantitative research technique is commonly used when it comes to examining the personal point-of-views of a large sample size research survey respondent (Meyers, 2009, p. 8). The top management of First Group should also understand that the use of pure quantitative research method is not effective in terms of gathering subjective response from each of the research participants (Kaden, 2006, p. 121). Likewise, it is not easy to collect and interpret data coming from the actual research interviews of more than 100 research participants. In most cases, the use of qualitative research technique is best when there is a need to conduct an in-depth discussion with very few participants (Wiid and Diggines, 2009, p. 100). Both quantitative and qualitative research technique has its own benefit and limitations (Zikmund and Babin, 2013, p. 124). To ensure that the top management of First Group will be able to fully understand the actions and motivations of people when it comes to selecting public transportation over the use of private vehicles, it is necessary to integrate the use of qualitative research technique in the actual marketing research study. This can be done through the use of open-ended research questions in the actual research survey questionnaire design (Nargundkar, 2008, p. 55; Stone and Desmond, 2007, p. 134). In the process of combining the use of both quantitative and qualitative research technique, the research findings that can be generated from the use of this approach will make the top management of First Group easily gain better understanding as to why some people in UK prefer to use their own private vehicles over public transportation. 5.1 Data Collection, Population, and Sample Size Eventually, the next step is to create a tool that can be used for data collection, population and sample size (Beri, 2008, p. 49). Applicable to the case of First Group, a research survey questionnaire will be used as a tool for data collection. Regardless of race, age, nationality, or gender, a total of 150 qualified research survey respondents will be invited to participate in the actual marketing research study. Basically, qualified research survey participants include people who are currently living in different areas in UK where First Group is offering its transportation services (i.e. Aberdeen, Manchester, Leeds, etc.) (First Group, 2014b). (See Appendix I – Location in UK where First Group Operates on page 11) A marketing research can be done either online, via phone or face-to-face with the potential research survey respondent (Hague, Hague and Morgan, 2004, p. 99). Even though it is possible to conduct the actual marketing research online or via phone, the proposed market research will conduct face-to-face survey study because it can increase the chance of being able to locate potential research survey participants who will voluntarily participate in the actual marketing research study. 5.2 Research Questionnaire Design The design of the marketing research survey questionnaire is very important in terms of allowing the top management of First Group to accurately address the main purpose of the research study (Hague, Hague and Morgan, 2004, p. 98). To ensure that the top management of First Group can meet the main objective of the marketing research, the actual design of the survey questionnaire was purposely aligned with the aims and objectives of the marketing research. Marketing research survey questionnaires can be designed based on the elements of the marketing mix (4P’s) (Kolb, 2008, p. 195). In line with this, the first question aims to determine how many of the 150 research participants own a private vehicle. Based on the concept of “promotion” in the marketing mix, the second research survey question aims to determine whether or not the research survey participants are aware of the First Group bus company in UK. Third to fifth research survey questions are based on the concept of product in the marketing mix. In line with this, the third research survey question aims to determine whether or not the research survey participants have tried riding the bus services offered by the First Group whereas the fourth and fifth research survey questions aim to determine why they are satisfied or not satisfied with the bus service offered by First Group. Specifically the fourth research survey question was designed using an open-ended question “why?” to encourage the research survey participants to elaborate why they are satisfied with the bus services offered by the First Group. The sixth research survey question is based on the concept of “price” in marketing mix. In line with this, the sixth research survey question aims to determine if the research survey respondents find the bus fare of First Group reasonable or not. The seventh research survey question was designed based on the concept of “place” in the marketing mix. In line with this, the seventh research survey question asked whether or not the research survey respondents have trouble locating the bus terminal of First Group in the place where they live. (See Appendix II – Sample of Marketing Research Survey Questionnaire on page 12) One of the marketing dilemmas of the top management of First Group is the carbon footprints which can cause serious long-term effects on climate change. In line with this, research survey question number 9 to 11 was purposely designed in relation to environmental issues such as the carbon footprints caused by vehicles. Specifically question number 9 was designed to ask whether or not the research survey respondents are aware of the carbon footprints caused by private and public utility vehicles whereas question number 10 was designed to ask whether or not the research survey respondents are aware that the use of public utility vehicles can help lessen the carbon footprints. By taking the public transportation instead of using their private vehicles, research question number 11 was designed to determine the willingness of each research survey respondent’s desire to support the First Group’s campaign against carbon footprints. 5.3 Analysis of the Proposed Research Findings Immediately after conducting the actual research survey, collected data should be properly interpreted and critically analyzed before making the final marketing research study report (Beri, 2008, p. 48). In line with this, the quantitative research data will be analyzed by measuring the frequency and percentage (Wiid and Diggines, 2009, p. 240). To ensure that the readers can easily understand the figures presented in the research findings, the top management of First Group should make use of charts and tables. 6. Time Limits and Time Plan The proposed market research study is expected to be completed 30 days after the Market Research Agency has received the payment from the First Group. On the first day onwards, the Marketing Research Agency will assign a marketing team to work on the case of First Group. The marketing team is expected to critically analyze the case of First Group and carefully review the proposed market research survey questionnaire based on the interests of the client. Eventually, the marketing team will prepare enough questionnaires based on the target sample size. On the second week onwards, the marketing team will start conducting the actual research study in geographical areas where First Group operates on a daily basis (i.e. Edinburgh, Glasgow, York, Leeds, Bradford, Manchester, Strong-on-Trent, etc.). The final research study analysis and presentation will be conducted on the third week onwards. 7. Presentation of the Actual Marketing Report Right after completion of the actual market research study, the research findings will be presented in a report format for final presentation purposes. As such, tables and charts will be used in the actual presentation of figures generated from the actual marketing research study. 8. Confidentiality Requirements The actual marketing research study will be presented only to the top management of First Group. Rest assured that none of the research findings will be revealed to a third party. 9. Proposed Personal Briefing The proposed personal briefing will be conducted a month after the Market Research Agency has received a go signal from the First Group. 10. Anticipated Budget Requirements The budget requirement for the proposed market research study is roughly £500. The breakdown of the expected market research costs are as follows: (£) Market Research Fee 300 Printing Costs 80 Food and Transportation Allowance 100 Miscellaneous Fee 20 Total 500 11. Conclusion The main concern of the First Group can be addressed by conducting effective marketing research. Because of the limitations of quantitative and qualitative research methods, it is always best to combine the use of these two techniques when conducting the actual marketing research survey study. Conducting a market research can be tedious and troublesome. In the process of getting the services of the Market Research Agency, First Group can accurately determine the main reasons why the general public are having reluctance in making full use of the public transportation in UK. References Beri, G. (2008). Marketing Research. 4th Edition. New Delhi: Tata McGraw-Hill. First Group. (2014a). Our Company. [Online] Available at: http://www.firstgroup.com/corporate/our_company/ [Accessed 13 May 2014]. First Group. (2014b). UK Bus Profile. [Online] Available at: http://www.firstgroup.com/corporate/our_company/ukbus.php [Accessed 13 May 2014]. Hague, P., Hague, N. and Morgan, C.-A. (2004). Market Research in Practice. London: Kogan Page Ltd. Kaden, R. (2006). Guerrilla Marketing Research: Marketing Research Techniques That Can Help Any Business Make More Money. London: Saxon Graphics Ltd. Kolb, B. (2008). Marketing Research: A Practical Approach. London: Sage Publications Ltd. McQarrie, E. (2012). The Market Research Toolbox: A Concise Guide for Beginners. London: Sage Publication. Meyers, M. (2009). Qualitative Research in Business and Management. 2nd Edition. London: Sage Publication. Nargundkar, R. (2008). Marketing Research. Text and Cases. 3rd Edition. New Delhi: Tata McGraw-Hill. Stone, M. and Desmond, J. (2007). Fundamentals of Marketing. Oxon, OX: Routledge. Sumathi, S. and Saravanavel, P. (2008). Marketing Research & Consumer Behaviour. New Delhi: Vikas Publishign House Pvt Ltd. Wiid, J. and Diggines, C. (2009). Marketing Research. Cape Town: Juta and Company Ltd. Zikmund, W. and Babin, B. (2013). Essentials of Marketing Research. 5th Edition. Mason, OH: South-Western Cengage Learning. Zikmund, W. and Babin, B. (2007). Exploring Marketing Research. Mason, OH: Thomson South-Western. Appendix I – Location in UK where First Group Operates Source: First Group, 2014b Appendix II – Sample of Marketing Research Survey Questionnaire 1. Do you own a private vehicle (i.e. 4-door car, SUVs, etc.)? ___ Yes ___ No 2. Are you aware of First Group bus company in UK? ___ Yes ___ No 3. Have you ever tried riding bus services offered by First Group? ___ Yes ___ No 4. Are you satisfied with the public transportation services offered by First Group? ___ Yes ___ No; If yes, why? _________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ 5. If no, why are you not satisfied with the public transportation services offered by First Group? ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ 6. Do you find the bus fare of First Group reasonable? ___ Yes ___ No 7. Do you have any trouble locating bus terminals of First Group in the place where you live? ___ Yes ___ No; If yes, kindly state your location (i.e. Aberdeen, Edinburgh, etc.) ________________________________________________________________________ 8. How often do you ride public transportation? ___ twice a day; ___four times a week; ___ three times a month; ___ more than twice a day; ___ everyday; ___ once a year; ___ twice a week; ___ once a month; ___ twice a year; ___ three times a week; ___ twice a month; ___ never 9. Are you aware of the carbon footprints caused by private and public utility vehicles? ___ Yes ___ No 10. Are you aware that the use of public utility vehicles can help lessen the carbon footprints each day? ___ Yes ___ No 11. Are you willing to support First Group’s campaign against carbon footprints by taking public transportation? ___ Yes ___ No. If no, could you elaborate the reasons why? ________________________________________________________________________ *** Thank You! *** Read More