By: Loras College Marketing Research ClassDecember 7th, 2012

Preview

Introduction

Qualitative Analysis

Quantitative Analysis

Limitations

Recommendations

Conclusion

Questions

Qualitative AnalysisObjectives and Outcomes

Focus Groups• Rider and Non-rider group

One-on-One discussions• Eight Students Interviewed

Qualitative Methodology

To discover how the Jule and Nightrider are utilized by the

Dubuque community

Jule• Blue Collar

Nightrider• College Students• On their way home from downtown

Qualitative: Objective One

To gain feedback from students who have ridden the Nightrider

Qualitative: Objective Two

Positive• Fast• Clean• Friendly drivers

Negative• Confusing Routes, Times, Locations

To gather information about the opinions of members from the

target market

Qualitative: Objective Three

Riders• Inexpensive• Expressed a need for more signage

Non-Riders

• Inconvenient• Inconsistent• Concerned about other passengers

To discover Loras students’ most preferred forms of transportation

Personal car

Walking

Qualitative: Objective Four

Quantitative AnalysisObjectives and Outcomes

Questionnaire• 160 respondents

• Under 21: 55%• 21 and Older: 45%

SPSS

Quantitative Methodology

To determine if students were aware of the Nightrider

Only 5% of respondents are unaware of the Nightrider

95%

5%Brand Awareness

Aware

Unaware

To measure how Loras Students became aware of the Nightrider

61% through word of mouth

52% through email

24% through Social Media

Drink

Coast

ers

Other

Radio

Ads

Socia

l Med

ia

Hando

uts/F

lyer

s

Post

ers

Emai

l

Wor

d of

Mou

th0

20

40

60

80

100

120

Loras Students’ Awareness Through Media

To discover the perception of the target audience towards public transportation

Neutral predispositions excluding cost

Spacious Convenience Clean On Time Security Cost0

1

2

3

4

5

6

7

8

9

10

Loras Student's Perception of Public Transportation

To understand the perceived level of quality associated with the Nightrider

High quality Lack developed

perception

3%

35%

54%

6%

1%

Loras College Students Perception of Quality

Extremely High

High

Neither

Low

Extremely Low

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

Strongly Disagree

Disagree Neither Agree Strongly Agree

0

5

10

15

20

25

Loras Student's Perception on Nightrider Safety

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

Strongly Disagree

Disagree Neither Agree0

2

4

6

8

10

12

14

16

18

20

Loras College Student's Perception of Convenience

To determine the percentage of Loras students who have ridden the Nightrider

20 respondents out of 160 have ridden the Nightrider

13%

88%

Percentage of Loras Students who have used

the Nightrider

Yes

No

To discover the perception of the target audience towards the Nightrider

Those who actually ride are having a good experience

Strongly Disagree

Neither Agree Strongly Agree 0

1

2

3

4

5

6

7

8

9

Loras Students Nightrider Experience

To examine differences between students that have ridden the Nightrider and those who

haven’t

Riders have higher perception than non-riders

Punc

tual

ity

Qualit

y

Conve

nien

ce

Safe

tyCos

t

Spac

ious

ness

Clean

lines

s0%

5%

10%

15%

20%

25%

30%

35%

40%

Perceptual Differences of Riders vs. Non-Riders

To determine which Nightrider line students will most plan on taking

Line 1 most desired line

Very few students plan on riding Line 4

67%

17%

13%

4%

Loops Loras Students Intend on Using

Line 1 (Port of Dubuque)

Line 2 (Mystique Casino)

Line 3 (Wal-Mart)

Line 4 (Asbury Plaza)

To determine why Loras students would ride the Nightrider

Other Shopping Restaurants Entertainment Bars0

10

20

30

40

50

60

70

80

Reasons To Use The Nightrider

Bars are the biggest draw for using the Nightrider

To determine if age has an affect on whether or not Loras students use the Nightrider

21 and older are utilizing Nightrider

15%

85%

Loras Students Who Have Ridden the Nightrider

Under 21

21 and Over

To discover why Loras students intend to ride the Nightrider

Other

Shop

ping

Resta

uran

ts

Ente

rtain

men

tBar

s0

10

20

30

40

50

60

Reasons to Use Nightrider by Age Group

Under 21Over 21

Under 21 aged students prefer shopping and restaurants

21 and older prefer bars

Limitations

Time• Delay of Nightrider

Sample Size• Number of Nightrider users are limited

Questionnaire• Instructions

One on One interviews• Only three, no probing questions

Conclusions

Confusion

21 and Over

Positive Experience for Riders

Extremely High Awareness

Recommendations

A Mobile app will clear up confusion about routes

Place Signs at Stops

Focus your attention to Main Street

Utilize social media

Partner with local businesses

Questions?