The paper "Why Many Environment-Conscious People Do Not Use Buses" is an outstanding example of a marketing case study. This report is as a result of a market survey commissioned by FirstGroup to establish why people despite being environmentally conscious are yet to shift significantly from using private vehicles to using busses in their travel. It contains an introduction giving the general principles of market research and the background of company research. The problem statement gives a clear outline of what the issue prompting the research is. The methodology used in the report is also detailed as well as the findings that came from the research.
Conclusion and recommendations make deductions from the observation and give the way forward respectively. Introduction Market research is the specific collection of data on information regarding a certain market of interest. It involves the interests of the customers, the competition as well as information on the relevant issues in a business environment. It is mostly commissioned to enable the commissioning business to craft a winning strategy after getting a clear picture of the market and its demands. Market research can either be conducted by an entity outside the commissioning organization; this is referred to as agency market research while the one commissioned to be done by people from the organization is known as in house market research (Housden, 2008).
In-house market research is sometimes subjective since the individuals involved may have their findings influenced by certain prejudices and traditions in the company. According to Arthur, 2013 agency research, on the other hand, has my advantages including a specific skill set, it may have a conflict of interest since certain competing companies may employ the services of one research agent.
This may also compromise the confidentiality of the information gathered. Market research can be defined as either qualitative or quantitative. Qualitative market research seeks to understand the reason why market trends are the way they are. Why individuals purchase certain products and not others, why certain brands are priced a certain way etc. Quantitative research, on the other hand, has a more numerical orientation with a lot of interest being in quantifying aspects of the market either with specific figures or with comparatives. The research whose findings are represented in this report is mainly qualitative since it is geared towards helping decision-makers at First Group make decisions based on customer attitudes in order to help them make decisions that will lead them to conserve the environment through the use of busses.
There are, however, limitations to the qualitative approach especially since many times the answers are not quite actionable. If, for example, a respondent says they do not use busses because they are not convenient, there is no way of know-how the bus is inconvenient and therefore of knowing which action to take to remedy the situation. Background The first group was established after the government of the United Kingdom deregulated bus services and companies were allowed to buy into the hitherto national and municipal bus companies.
The company then was known as Badgerline bought the Bristol Omnibus Company and built it through acquisition and merger with GRT Bus Groups to become one of the biggest transport companies in the world. The company has extended its reach to the USA and Canada where it is involved in school transport and public transport contracts as well as maintenance of vehicles for governments and companies.
It has also ventured into other means of transport particularly commuter trains in the United Kingdom.
Arthur. L, (2013) Big Data Marketing: Engage Your Customers More Effectively and Drive Value . New Jersey. John Wiley & Sons Inc.
Housden. M, (2008) Market Information & Research. Oxford, Butterworth - Heinemann.
Stradling, S, Carreno, M, Rye, T, Noble, A (2007) Passenger perceptions and the ideal urban bus journey experience. Transport Policy Vol 14: 283-292.