Demographic Users are grouped according to such variables as sex age and

Demographic users are grouped according to such

This preview shows page 52 - 54 out of 61 pages.

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 savings Frequency of use. This is divided into regular users, moderate users and nonusers 134) 135) 136) C ONTINUED
T R L 3 7 0 1 | Questi on Bank NOT A M EM O Compiled by Students: Accuracy is not ensured P a g e | 53 65) SEQ Discuss the market research process in detail. Ref. Par. 8.2.3 A/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 problem o Define clear & correct terms & applications o Factors to facilitate management’s task of determining research objectives & defining the problem: research on markets market potential; demand for new services ; characteristics; trends; sales potential research on services users’ acceptance; comparative studies; new uses for existing services; studying dissatisfaction research on promotion effectiveness of advertising; select advertising media; motivational studies; selling methods research on distribution policy distribution channels; infrastructure access; using agents research on tariff policy elasticity of demand; perceived prices; cost analyses; rate of return analyses 139) Preliminary Investigation o Identify & define the marketing problem or opportunity, continuous process of information collection o Developing hypotheses, narrowed down o Formulate specific investigation/research objectives o Compile an appropriate information schedule o Research Method 140) Formal Investigation o Aim o Method i.e. Observation; Experimental; Survey 141) Data Analysis & preparation of report o End product: researcher’s conclusions & recommendations supported by detailed analyses o conduct a follow-up study to determine whether his recommendations are being implemented 66) SEQ Write notes on the types of market research that can be applied in transport enterprises Ref. Par.8.2.4 142) Prospective Research Expanded 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 designed 143) Retrospective Research - Evaluates transport programmes that have already been implemented. - Identifies the type & scope of the response elicited by a specific transport programme.

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