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Market Research - Late Night Transportation

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Market Research Presentation on the Late Night Transportation options available at Elon University. Final project for Marketing Research course.

Market Research Presentation on the Late Night Transportation options available at Elon University. Final project for Marketing Research course.

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  • 1. Late Night Transportation Services at Elon
    May 16, 2009
    BUS 414
    Catherine Pearson, Paige Hannah, Jessica Lindsay
    Avery Goldman, Peyton Hairston, Chris Mudry
  • 2. Research Problem
    Overall students safety
    1,700 students die each year from alcohol related injuries
    599,000 students unintentionally injured under the influence
    Driving Intoxicated
    2.1 million college students drive under the influence
    Harassment/assaults
    696,000 students are assaulted by other students who have been drinking
    Low utilization of current transportation options at Elon
    Sources:
    1.http://www.collegedrinkingprevention.gov/statssummaries.aspx
  • 3. Information Gap
    Information Gaps
    DOES HAPPEN: Students do not fully utilizing late night transportation service of Safe Rides, E-rides and Escort Service
    COULD HAPPEN: Students could have safe and efficient modes of transportation
    DOES HAPPEN: Students regularly make dangerous decisions about drinking and driving and walking alone during late night hours
    COULD HAPPEN: Students could have sober transportation provided and avoid these problems
  • 4. Research Objectives
    Determine if students would use a late night transportation system at Elon
    Find out where students currently participate in activities at Elon
    Find out where students would want to go out at night at Elon
    Discover if students are willing to pay for transit at Elon
  • 5. Target Market
    Elon University Students
    age 21+ - 1946 students
    59% students live on campus
    41% students live off campus
    59% female
    49% male
  • 6. Secondary Data
    Gain background information on late night transportation
    provided by other universities
    Looked at different universities and colleges’ late night transportation services
    Picked four states at random
    Looked specifically at:
    Size
    City
    Private vs. public
    Price
    Average hours of operation
  • 7. Ohio
    Kent State
    34,056 students, Kent, Public University
    Portage Area Regional Transportation
    Late Night Shuttle Service PARTA
    Miami
    17,161 students, Oxford, Public University
    Miami Metro Bus System
    Night Time Door to Door Service
    Ohio State
    59,091 students, Columbus, Public University
    CABS
    Central Ohio Transit Authority
    Sources:
    1. http://www.hdg.muohio.edu/ParkingAndTransportation/
    2. http:// partaonline.org
    3. http://www.tp.ohio-state.edu/
  • 8. North Carolina
    UNC
    26,878 students, Chapel Hill, Public University
    The P2P Express
    Chapel Hill Transit
    ECU
    22,767 students, Greenville, Public University
    SafeRides
    Wake Forest
    6,504 students, Winston Salem, Private University
    Public Shuttle Service
    Sources:
    http://www.dps.unc.edu/Transit/transitnav.cfm
    http://www.ecu.edu/parking/
    http://www.wfu.edu/police/shuttle.html
  • 9. Texas
    Texas A & M
    48,039 students, College Station, Public University
    The Transit
    Texas Christian University
    8,696 students, Fort Worth, Private University
    Cabs
    Bus System
    Rice
    3,001 students, Houston, Private University
    City Metro Bus System
    Sources:
    http://transport.tamu.edu/
    http://www.utexas.edu/parking/
    http://park-trans.rice.edu/campus.cfm
  • 10. California
    California -Berkeley
    25,151 Students, Berkeley, Public University
    Night Safety Service – Owl Line
    Owl Service
    Stanford
    6,759 students, Stanford, Private University
    Midnight Express
    5-Sure
    UCLA
    26,928 students, L.A., Public University
    L.A. Metro
    Evening van service
    Sources:
    http://pt.berkeley.edu
    http://transportation.stanford.edu
    http://map.ais.ucla.edu/portal/site/UCLA/menuitem.3f8e7342ad4ca217b66d4ab4f848344a/?vgnextoid=e590cd255551c010VgnVCM200000dd6643a4RCRD
  • 11. Secondary Data Summary
    Majority of schools researched = Public Universities
    Average number of services offered = 2
    Average price of transportation = Free to students
    Average hours of late night transportation services = 8:30pm – 3:00am
    All this information helped us determine our focus group questionnaire
  • 12. Focus Group
    Conducted a male and female focus group
    Female and Male moderators helped facilitate the discussions
    First half: Gathered students' opinions on transportation for late night activities
    Second half: Got recommendations for late night modes of transportation
  • 13. Focus Group
  • 14. Focus Group Findings
    Opinions
    People want a late night transportation service
    Current services unreliable and long waits
    Currently have sorority/fraternity drivers, drunk driving, E-Rides, Safe Rides or walk
    Most popular locations are West End, Lighthouse and Brown and Co
    Recommendations
    More interested in Burlington venues if service offered
    Prefer advertisements by email, facebook, E-Net
    Have a loop route system
    Prefer bus vs. van
    Average price around campus under $1
    Willing to pay more for off campus locations
    Method of payment by cash and phoenix card
  • 15. In-Depth Interviews
    Conducted a few in-depth interviews
    2 = female participants and 1 = male participant
    Asked similar questions as focus group but was able to elaborate and get more truthful answers
    We believe that both sources of information are reliable but in-depth interviews allow participants to share their honest opinions
  • 16. In-Depth Interviews
    Senior Female Communications Student
    “Two shitty cars and a van. Not sufficient. The only bad experience is the wait.” referring to Safe Rides.
    “I would call a sober friend before I called a cab, I wouldn’t waste my money.”
    Senior Male Business student
    “All though Elon has a nice façade of safety and responsibility they offer very little in the way of safe transportation for inebriated students.”
  • 17. Qualitative Data Summary
    Elon students are not happy with transportation options
    Secondary data helped us clarify ideas and research focus
    Primary data helped us figure out specific information on the logistics of a transportation system at Elon
    Qualitative data enabled us to design our survey.
  • 18. Development of Survey
    Looked at focus groups and in-depth interviews answers for:
    Price, location, time, advertising, ideas for improvement, etc.
    Came up with questions and options
    Example:
    Focus Group: “Do you go out at night during the week?”
    Survey: “How often do you participate in late night entertainment each day of the week?”
  • 19. Screening Questions
    Do you ‘go out’ at night to locations that require transportation?
    Clarify how many students need the service
    Nominal, Frequency test
    How often do you go out during the week for late night entertainment?
    How often does the service need to be available
    Interval, Mean test
    Into which range does your age fall?
    Screening question for survey results
    Ordinal, Percentage test
  • 20. Transition Questions
    Transition: A group of Elon students are interested in starting a late night transportation service which will transport students to and from areas around the campus until early morning.
    How appealing is the idea of a new late night transportation service?
    Is there interest for a new transportation service
    Interval Scale, Mean Test
    How likely would you be to use the services of this new late night transit the next time you are ‘going out’?
    Is there a need for a new transportation service
    Interval Scale, Mean Test
    What system of transportation would you prefer to ride in?
    What mode of transportation is most desirable
    Ordinal, Frequency Test  
  • 21. Warm-Up Questions
    How often do you engage in each of the following types of late night entertainment?
    What would the transportation service be used for
    Interval Scale, Mean test
    How often do you participate in late night entertainment on each day of the week?
    When should the transportation system be available for students
    Ordinal, Means test
    How satisfied are you with Elon’s current transportation?
    Determine the need for improvement in transportation services
    Interval Scale, Mean test
    To where would you like to be able to take a late night transportation service?
    Figure out different stops on the route for the students to use
    Ordinal, Percentage test
  • 22. Transition Questions
    How likely would you be to ride on a late night transit service when going out during these semesters?
    When are the most popular times of use for the service
    Interval Scale, Mean Test
    How important are all of the following to your transportation to late night spots?
    What students want the transportation service to offer
    Ranking Scale, Frequency Test
     
    Where would you want a stop to be located in regard to your housing?
    Logistics of the location of bus stops
    Categorical, Frequency Test
     
  • 23. Transition Questions
    Would you be willing to pay for a late night transportation service?
    How to fund the transportation service
    Nominal, Frequency Test
     
    What payment method would you most prefer for this service?
    What payment methods to offer to students
    Ordinal, Frequency Test
    Do you think this service should be included in tuition cost?
    What payment method to offer for students
    Nominal, Frequency Test
  • 24. Transition Questions
    How much would you be willing to pay for a one way late night transportation service?
    Clarify what students would pay for this service
    Interval Scale, Mean Test
    How often do you use the following modes of transportation for ‘going out’?
    Establish a need for the service
    Ordinal, Frequency Test
    Where would you expect to see ads for this new late night transit service?
    Ways to advertise to students
    Categorical, Frequency Test
  • 25. Qualification Questions
    What year are you at Elon?
    Figure out what groups of students would prefer certain things
    Ordinal, Frequency Test
    How many hours are you taking this semester?
    Help determine target market
    Ordinal, Frequency Test
    What is your gender?
    Determine what gender would be more willing to use this service
    Nominal, Mode
  • 26. Qualification Questions
    Where do you live at Elon?
    See where the transportation system would run
    Nominal, Frequency Test  
    If you live off-campus, where do you live?
    See where are target market is located
    Categorical, Frequency Test
  • 27. Data Collection Methods
    Distributed surveythroughSurveyGizmo to students at Elon
    Survey was open for a week
    Had 120 responses
    Conducted Non Probability Sample: Convenience Sampling
    Used high traffic areas such asFacebookand email
    This method complimented our target marketing allowing us to get a large sample of those over the age of 21
  • 28. Survey Findings
    Screening Questions:
    Do you ‘go out’ at night to locations that require transportation?
    Go out = 89%
    How often do you go out during the week for late night entertainment?
    Average number of nights people go out is 2.71
    Into which range does your age fall?
    21 – 25 of age = 42.3 %
  • 29. Survey Findings
    Warm Up Questions:
    How often do you engage in each of the following types of late night entertainment?
    Least popular = movies
    Most popular = Friends homes and clubs/bars
    How often do you participate in late night entertainment on each day of the week?
    Wednesday and Thursday = twice a month
    Friday and Saturday = each week
    How satisfied are you with Elon’s current transportation?
    Highest Mean = 3.30 which is barely above neutral/have no experience
    To where would you like to be able to take a late night transportation service?
    Bars around campus = Sandy’s (69.1%) Westend (77.2%)
    Bars off campus = Red Bull (48.8%) Alamance Crossing (42.3%)
  • 30. Survey Findings
    Transition Questions:
    How appealing is the idea of a new late night transportation service?
    Mean = 3.92 meaning somewhat to very appealing
    How likely would you be to use the services of this new late night transit the next time you are ‘going out’?
    Mean = 3.56 meaning somewhat to very likely
    What system of transportation would you prefer to ride in?
    Bus (running routes) = 26.8%
    Van (Large party call in) = 36.6%
    No Preference = 20.3%
  • 31. Survey Findings
    How likely would you be to ride on a late night transit service when going out during these semesters?
    Summer = 54.5% Not likely
    Fall = 40.7% Very likely
    Winter = 43.1% Extremely likely
    Spring = 39% Very likely
    How important are all of the following to your transportation to late night spots?
    All variables were not answered properly – must be faulty survey engine
     
    Where would you want a stop to be located in regard to your housing?
    Majority were around the biggest housing complexes and around intersections at key locations
  • 32. Survey Findings
    Would you be willing to pay for a late night transportation service?
    Yes = 46.3%
     
    What payment method would you most prefer for this service?
    Pay per trip = 57.7%
    Pay per semester = 35%
    Do you think this service should be included in tuition cost?
    No = 62.6%
    How much would you be willing to pay for a one way late night transportation service?
    On campus = $1-$2
    Off campus = $2-$3
  • 33. Survey Findings
    How often do you use the following modes of transportation for ‘going out’?
    Drunk Driver = 51.2% one to two times a week
    Designated Driver = 68.3% never use
    Walk alone = 35.8% monthly
    Safe Rides = 28.5% monthly
    E-rides = 40.7% never
    Where would you expect to see ads for this new late night transit service?
    E-net = 86.2%
    Moseley Ads = 81.3%
    Ads in Bars = 80.5%
  • 34. Survey Findings
    Qualification Questions:
    What year are you at Elon?
    Freshman = 4.9%
    Sophomore = 25.2%
    Junior = 56.9%
    Senior = 10.6%
    How many hours are you taking this semester?
    13-16 hours = 56.9%
    17-18 hours =27.6%
    What is your gender?
    Male = 30.9%
    Female = 66.7%
  • 35. Survey Findings
    Where do you live at Elon?
    Live on campus = 31%
    Off campus = 69%
    If you live off-campus, where do you live?
    House within 1 mile of campus = 43%
    Sheridan = 14%
    Oak Hill = 9.2%
    West End Apart = 7.5%
  • 36. Conclusions: Qualifying Questions
    68% females answered survey as 70% were Juniors
  • 37. Conclusion: Where Target Market Lives
    68% live off campus with 55% of people living in a house within 1 miles of campus
  • 38. Conclusions: Going Out
    74% people go out during the week with the average of 3 times per week. Friday and Saturday nights are most popular.
  • 39. Conclusions:Current Situation
    Almost 90% students go to friend’s homes , 50% go to bars/clubs and currently get there by walking and drunk driving, and are neutral with their satisfaction with their modes of transportation.
  • 40. Conclusions: Future Wants
    Most people prefer transportation during summer, fall, and winter seasons with stops by major intersections and housing complexes. Specific locations include West End, Sandy’s, Lighthouse and Red Bull. The payment method would be pay per trip with average price on campus being $1-2.
  • 41. Strategic Recommendations
    We believe this could be a successful business!
    Offer the transportation:
    Off –campus
    Wednesday – Saturday
    Fall, Winter and Spring
    Pay per trip around 1 – 3 dollars depending on destination
    Invest in either a van and or bus
    Offer pick up locations at popular areas (Bars, apartment complexes, etc.)
    Advertise via E-net, Moseley boards, and bars
    Marketing campaign focus on curbing drunk driving
  • 42. Appendix
    Focus Group Guide/In-depth Interview Questions
    Survey with date coding