Demographic. Users are grouped according to such variables as sex, age and occupation.Psychographic. The role of personality traits in users need for and selection of service.Benefit. The benefits of a particular service are the sole criterion. e.g. cost savings; accessibility; resting time savingsFrequency of use. This is divided into regular users, moderate users and nonusers134)135)136)CONTINUED
T R L 3 7 0 1| Questi on Bank NOT AM EM OCompiled by Students: Accuracy is not ensuredP a g e | 5365)SEQ Discuss the market research process in detail. Ref. Par. 8.2.3A/N: Mostly ignored or only superficially answered for purpose of this doc-No two projects are exactly alike no standard procedure: Diagram depicts the general research process:137)138)Research objectives and definition of the problemoDefine clear & correct terms & applicationsoFactors to facilitate management’s task of determining research objectives & defining the problem:research on markets market potential; demand for new services ; characteristics; trends; sales potentialresearch on services users’ acceptance; comparative studies; new uses for existing services; studying dissatisfactionresearch on promotion effectiveness of advertising; select advertising media; motivational studies; selling methodsresearch on distribution policy distribution channels; infrastructure access; using agentsresearch on tariff policyelasticity of demand; perceived prices; cost analyses; rate of return analyses139)Preliminary InvestigationoIdentify & define the marketing problem or opportunity, continuous process of information collectionoDeveloping hypotheses, narrowed downoFormulate specific investigation/research objectives oCompile an appropriate information scheduleoResearch Method140)Formal InvestigationoAimoMethod i.e. Observation; Experimental; Survey141)Data Analysis & preparation of reportoEnd product: researcher’s conclusions & recommendations supported by detailed analysesoconduct a follow-up study to determine whether his recommendations are being implemented66)SEQ Write notes on the types of market research that can be applied in transport enterprises Ref. Par.8.2.4142)Prospective ResearchExpanded on Question 56 Above-Lays foundation for the planning of the transport programme. -Enables enterprise to identify potential users’ req.’s & determine service characteristics to meet demand-E.g. Measure & model users’ evaluation, preferences & behaviour with regard to transport alternatives-Sophisticated statistical techniques are available for these analyses-Used to identify segments for which special marketing strategies should be designed143)Retrospective Research-Evaluates transport programmes that have already been implemented. -Identifies the type & scope of the response elicited by a specific transport programme.