Question

Identify the target respondents who should be included in the research in order to address each of the three research objectives. What will you use as a sampling frame for the respondent groups? What sample size do you recommend? (approx 400 words)

This part of the discussion is testing if you know who needs to be included in research to meet the research objectives. Be sure to address the last part of the question as to how these respondents could be found/identified and how many you would like to include.

Three research objectives:

1. To measure and evaluate the buying patterns of ride share customers, specifically the proportion of buyers who are purchasing GoCatch and their competitors and the frequency with which they use the services.

2. Identify the value rideshare customers place on the different features on offer from rideshare providers (i.e. Uber's RideCheck, GoCatch's ‘GoCoins’) and the role they play in rideshare provider choice

3. Evaluate rideshare driver satisfaction levels and how this may affect which provider they choose to work for.

Case Scenario: The ride share market, with brands such as Ola, DiDi, Uber, Lyft, Shebah, BlaBlaCar and GoCatch is in rapid growth. This is driven by an increased need for personal mobility and a drop in car ownership. By 2025 it is estimated that the industry will be worth over US $200 billion. You are the Australasian marketing manager for the ride share company GoCatch. You want to undertake research to better understand the ride share market, in particular, the buying patterns of ride share customers. You want to identify the criteria people use to choose a provider and the role that features such as Uber's RideCheck, Shebah’s female driver policy and provision of child seats, and GoCatch's membership levels, GoCoins and link to earning Qantas points plays in brand choice. This is so that you can assess current usage and satisfaction with GoCatch and decide how best to increase penetration. You also want to understand the driver side of the business such as what attracts and retains your pool of ride providers

Answer 1

The target respondents who will give accurate response to the research study, designed to fulfill the research objectives are as follows:

· The ride share customers: The ride share customers will help in facilitating both Objective 1 and Objective 2. In Research Objective 1, we need to analyze the buying pattern of the ride share customers. Hence studying their perceptions, demographics as well as earning standards and purchasing patterns will be helpful in this regard. The sample size of the study must be based on the proportional demand of ride share customers in the last 3 or 5 years. Supposing that the demand was N for last 5 years, then the sample size must be 30% of N. The respondents can be asked about the features which they prefer, the different benefits which they cherish and the needs which may get fulfilled by the same.

· The ride share drivers: This will include the drivers from the different ride share companies. This will help in having diversity in the sample population as well as comprehensibility in the responses. Again, we will take the proportional number of drivers registered with companies in the last 5 years into consideration. If the number of drivers registered with all the ride share companies , in the last 5 years is N, we take the sample size as proportion of 30% of N. The choice of drivers must be based on random sampling method, so as to avoid any kind of bias.

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