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By: Loras College Marketing Research Class December 7 th , 2012

By: Loras College Marketing Research Class December 7 th , 2012. Preview. Objectives and Outcomes. Qualitative Analysis. Qualitative Methodology. To discover how the Jule and Nightrider are utilized by the Dubuque community. Qualitative: Objective One.

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By: Loras College Marketing Research Class December 7 th , 2012

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  1. By: Loras College Marketing Research Class December 7th, 2012

  2. Preview

  3. Objectives and Outcomes Qualitative Analysis

  4. Qualitative Methodology

  5. To discover how the Jule and Nightrider are utilized by the Dubuque community Qualitative: Objective One

  6. To gain feedback from students who have ridden the Nightrider Qualitative: Objective Two

  7. To gather information about the opinions of members from the target market Qualitative: Objective Three

  8. To discover Lorasstudents’ most preferred forms of transportation Qualitative: Objective Four

  9. Objectives and Outcomes Quantitative Analysis

  10. Quantitative Methodology

  11. To determine if students were aware of the Nightrider • Only 5% of respondents are unaware of the Nightrider

  12. To measure how Loras Students became aware of the Nightrider • 61% through word of mouth • 52% through email • 24% through Social Media

  13. To discover the perception of the target audience towards public transportation • Neutral predispositions excluding cost

  14. To understand the perceived level of quality associated with the Nightrider • High quality • Lack developed perception

  15. To discover the perception of the target audience towards the Nightrider • 58% said Nightrider is safe • 6% said Nightrider is not safe • Overall, safe to ride

  16. To discover the perception of the target audience towards the Nightrider • 1/3 said the Nightrider is convenient • 1/3 said the Nightrider is not convenient

  17. To determine the percentage of Lorasstudents who have ridden the Nightrider • 20 respondents out of 160 have ridden the Nightrider

  18. To discover the perception of the target audience towards the Nightrider • Those who actually ride are having a good experience

  19. To examine differences between students that have ridden the Nightrider and those who haven’t • Riders have higher perception than non-riders

  20. To determine which Nightrider line students will most plan on taking • Line 1 most desired line • Very few students plan on riding Line 4

  21. To determine why Loras students would ride the Nightrider • Bars are the biggest draw for using the Nightrider

  22. To determine if age has an affect on whether or not Loras students use the Nightrider • 21 and older are utilizing Nightrider

  23. To discover why Loras students intend to ride the Nightrider • Under 21 aged students prefer shopping and restaurants • 21 and older prefer bars

  24. Limitations

  25. Conclusions

  26. Recommendations

  27. Questions?

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