Marketing601ResearchProject

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Marketing601ResearchProject

  1. 1. Marketing Research Project Marketing Research for Juno (A New Rideshare Company) Marketing Research 601 Professor Abel December 13, 2016 Koso Ibe Melissa Murray Yuan Xue Xin Li
  2. 2. Table of Contents I. Executive Summary……………………………………………………………………….2 II. Problem Definition……………………………………………………………...……...…3 A. Opportunity Identification………………………………………...…...…….3 B. Management Decision Problem……………………………………...…….5 C. Marketing Research Problem………………………………………………5 III. Introduction…………………………………………………………………….....…..….6 IV. Methodology………………………………………………….…………………….....…6 A. Survey………………………………………………………………………...6 V. Results & Analysis..……………….……………………………………………………..7 VI. Limitations……………………………………………………………………………....18 VII. Conclusion……………………………………………………………………………..18 Appendix A: Survey Results…………………………………………………………..…..19 Appendix B: Survey Questions……………………………………………………………32 1
  3. 3. I. Executive Summary (a) Major findings Some of the primary findings of our survey are that many potential users are not aware of Juno. Furthermore, price and convenience are most important for rideshare users. Our research also reinforced information that we already knew, which was that Uber and Lyft are the biggest competitors. Also, customer referral is the best way to acquire new customers. Lastly, most of the rideshare users are female, single, and possess a bachelor’s degree. (b) Conclusions Juno is a rideshare application that has a large market potential. Most of the competition comes from the well known rideshare applications Uber and Lyft. Most users are not satisfied with some aspects of Uber and Lyft, namely the price, the promotions, and the quality of drivers. (c) Recommendations Based on the summary of our research, our group recommends that the management focuses on increasing consumer awareness through mobile marketing. One suggestion would be to advertise on social media channels, as most 24-35 year olds are using social media very frequently (as supported by the results of our survey). Furthermore, we recommend that the management encourage current Juno users to refer Juno to their friends at a very competitive promotional price. We also recommend that the management use social media to attract new customers because social media is the easiest way to attract new customers. 2
  4. 4. Problem Definition A. Opportunity Identification In 1605 the first taxi service was launched using a horse-drawn carriage (Jones, 2015). Three centuries later, taxi cars known as “yellow cabs” replaced these carriages. Since then, companies like Uber and Lyft drastically disrupted the taxicab market. These two companies, launched in 2010 and 2012, respectively, provide the same service as taxicabs, but at a more affordable price and a more customer-centered delivery (Jones, 2015). The essence of these companies is for a background-checked driver to pick-up and drop-off a passenger who requests a ride (ride-sharing). Customers request these services on their mobile devices via a mobile application. The car comes to the passenger, and the car is driven by a person who is driving on a part-time basis as an independent contractor. Some companies allow drivers to pick up more than one customer in a carpool manner. These rideshare companies are very competitive, and some offer solutions to problems of the other rideshare service. For example, Lyft is very popular with drivers because it allows passengers to tip their driver using the app. This is a feature lacking on Uber. Another negative characteristic with Uber and Lyft is that they take 20% commission from drivers (Marinova, 2016). Furthermore, an issue posed by both Uber and Lyft is that during times of high traffic, the prices increase, or “surge.” Many other companies have tried to compete with Uber and Lyft, a notable one being Juno . Juno is a new rideshare service in New York that offers “a new approach to ride sharing.” It claims to treat drivers better, which leads to more satisfied riders. Juno recruits top Uber drivers with a satisfaction rating of over 4.75 and pays them more money, ensuring that it provides riders with the safest and most highly- rated drivers in the rideshare business (Hawkins, 2016). Currently, Uber charges drivers 20 percent of all rides, while Juno only receives 10 percent 3
  5. 5. commission (Kessler, 2016). This disparity could lead to discontent drivers, which also negatively affects riders. Tips are also included in the cost of the ride, so that drivers are always compensated for their service. B. Statement of the problem: Rideshare services can be safer than traditional taxi cabs because they perform thorough background checks on drivers. However, Uber has allowed drivers with criminal records to work for the company. Since Juno only hires the highest rated Uber and Lyft drivers, it is much safer for riders. Additionally, Juno does not have a feature that allows drivers to rate riders, which allows riders to safely rate their drivers without fear of retaliation. This research report will explore and analyze the most effective methods of marketing a new rideshare service in a highly competitive environment. Juno aims to promote its service, compete for customers, and increase ridership among young adults ages 25-34, over half of all rideshare users. It will also continue to market itself to potential drivers to improve its service for riders because happy drivers lead to more satisfied riders. The objectives of Juno include: 1. Utilizing mobile marketing to target young adults ages 25-34. 2. Providing an ethical, socially-responsible rideshare service by reaching out to highly-rated drivers with clean driving records. 3. Improving service for riders and drivers by marketing 10 percent commission for each ride, as opposed to Uber's 20 percent, as well as reserved 50 percent of its founding share for drivers. A. Management Decision Problem What can be done to make Juno a more successful rideshare service than Uber and Lyft? 1. How does Juno increase market share? 2. How does Juno obtain loyal customers? 3. How does Juno attract the best possible drivers? 4
  6. 6. 4. What do young adults ages 25-34 want to see that Uber and Lyft is not delivering? 5. How to improve consumers’ user-experience of Juno’s mobile application, including function and operation? B. Marketing Research Problem How do young adults ages 25-34 decide which type of cab service to use? 1. Is Juno’s current marketing strategy effective in attracting or satisfying young adults ages 25-34? 2. How are Uber and Lyft marketing their service to young adults ages 25-34, and is their strategy effective? 3. Does Juno have a competitive advantage of price or service over other rideshare services? II. Introduction The purpose of this study is to research the most effective methods of marketing a new rideshare service in a highly saturated market. Juno aims to promote its service, compete for customers, and increase ridership among young adults ages 25-34. It will also continue to market itself to potential drivers to improve its service for riders because satisfied drivers lead to more satisfied riders. As students at St. John’s University MBA programs, we have developed the following questionnaire to help us learn more about Juno’s target market, so that we can make recommendations to Juno’s marketing team. III. Methodology In order to understand how to best promote its service, compete for customers, and increase ridership among young adults ages 25-34, our team created and distributed a survey of 24 questions to learn more about the level of usage and satisfaction of the current rideshare services on the market. The survey was distributed via email and social media to a small, convenient sample within the target population. A. Survey 5
  7. 7. A survey of 24 questions was created to gauge the level of usage and satisfaction with current rideshare services, including Juno. The survey was targeted towards young adults ages 25-34 since this is the age group that uses rideshare services the most often. The confidential and anonymous questionnaire was created through SurveyMonkey and distributed via email and social media to the target market. Participants were given two weeks to complete the survey. Questions included multiple choice questions, Likert scales, nominal scales, interval scales and ratio scales. Our team received 31 responses to the survey. IV. Results & Analysis 1. ​Research design (a) Informational needs Our research strives to gain insight on what 24-35 year olds like and dislike about rideshare services. Furthermore, we would like to obtain demographic information of rideshare users. (b) Data collection from primary sources The data used in our research is collected by an online survey distributed to individuals via a hyperlink. (c) Scaling techniques Our research used nominal, ordinal, and interval scales for our data. (d) Questionnaire development and pretesting Our questionnaire was developed by creating and revising our questions numerous times in our marketing research classroom. Our questionnaire questions were not pretested. (e) Sampling techniques and field work Our data sample consisted of 31 respondents and we distributed the survey online via email and social media. 2. Data analysis (a) Methodology 6
  8. 8. A survey of 24 questions was created to gauge the level of usage and satisfaction with current rideshare services, including Juno. The survey was distributed via email and social media to the target customer. (b) Plan of data analysis We used SurveyMonkey’s analysis tools to analyze our data. 3. Results A questionnaire was created to find out how the customers heard about Juno rideshare service, how their overall satisfaction of the rideshare service, and what’s features of Juno should improve. Detailed results to the questionnaire can be found in Appendix A. Section Ⅰ:QUALIFYING QUESTIONS (Q1-Q3) The first section of the questionnaire provided general questions about the information of smartphone. This section would help us better meet our research objectives. Do customers know and use “apps” ? (Q1-Q3 Appendix A) The results of SectionⅠof the questionnaire pointed out that all customers (31 respondents) in this survey knew and used the smartphone and “apps”. Section Ⅱ: USAGE OF SMARTPHONE APPS (Q4-Q9) Based on all customers use the smartphone, this section gathered information about the customers knew what was the ridesharing service,understand where most potential customers knew the rideshare service, and understand why they used the rideshare service. The results will give us an understanding of the best media for ridesharing service apps to position themselves what targeting customers and the reasons that customers choose the ridesharing service. The frequency of usage of car service (Q4-Q7 Appendix A) The results of this section of the questionnaire pointed out that the frequency to open the applications on the smartphone was 11 to 50 times (50%) and 51 to 100 times (40%), and nearly 70.92% of the customers use rideshare service.(Figure 1 ).The top option of rideshare service app is Uber ( 86.96%) and the second is Lyft (26.09%);according to comments from the customers, Juno also is a good option (17.39%). Figure 2 demonstrates these results.Meanwhile,more than 75% of the customers use rideshare service 1 to 3 times a week,8.33% of those use 4 to 6 times a week. 7
  9. 9. What information is important to the customers? (Q8 and Q9 ) We needed to find out the what information was important to the customers who were researching for the ridesharing service apps.The results of the investigation show that 8
  10. 10. most of the customers know the information of ridesharing service from the Facebook (78.26%), Instagram (69.57%), Snapchat( 39.13%). Other customers (30.43%) obtain the information from WeChat, Twitter, Imgur, and Youtube.(Figure 3) Nearly 71% of the customers thought the usage of rideshare services would bring them convenience,33.33% of customers chose the car services because of weather; Figure 4 demonstrates these results. 9
  11. 11. Section Ⅲ:MOTIVATIONAL QUESTIONS (Q10-Q12) This section collected information regarding the respondent’s importance with rideshare service, the features and improvement of car services.The results in this section will provide information on possible areas of improvement about car services. Importance with car services (Q10,Q11,Q12) Likert scale of 1-10,( 1 is not very important,10 is very important); Most people consider the importance of car services is price, driver rating and available car ( Figure 5);According to (Figure 6)the satisfaction of rideshare service, uber>Lyft>yellow cab> green cab> Gett; Uber still has a positive impact on customers. However, in Figure 7, compared to traditional car service ( yellow and green cab), rideshare service (like Uber and Lyft) should reduce the price and provide more promotional code to meet the customer’s requirement. 10
  12. 12. 11
  13. 13. Section Ⅳ Juno Usage This section is about Juno usage and gathered more information about Juno, improvement of service,and level of satisfaction with rideshare services. The result will provide competitors’ information and Juno set in customers‘ mind. How the customers know Juno (Q13-Q15) From the survey, only 18.18% of 22 respondents use Juno and 71.43% of those respondents is through referral to know Juno, other 14.29% is from the website. (Figure 8). 42.86% respondents decided to use Juno for the first time is referred by friends and discounted price.Therefore, Juno company's brand publicity is not enough, even though Juno right now operates in New York City. 12
  14. 14. Juno competes with other rideshare services (Q16,Q17,Q18) The data shows that Juno has a distinct advantages in price, compared with other businesses. Uber company makes the price is relatively too high from the data; However, Juno company did not appear especially distinct advantages in more cars available and most of the respondents are not very satisfied with the feature of cars unavailable.On the contrary, Uber in this aspect shows an advantage. (Figure 9 and 10 )According to the respondent's overall evaluation of the several cars, Uber company ranked highest, followed by Lyft company and Juno company ranked the third.(Figure 11)However, some comments pointed out that Juno was his favorite but prices went up and too many driver issues. . 13
  15. 15. I'm 14
  16. 16. Section Ⅴ:​Demographic Questions The last section of the questionnaire gathered demographic information about our respondents. This provided information on the age, gender, educational background, income, geographic dispersion, and ethnicity. The demographic information was collected to understand what demographic segment responded to the questionnaire; Juno targeted towards young adults ages 25-34; Figure12 -17 demonstrate these research finding. 15
  17. 17. 16
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  19. 19. The result pointed out that most respondents were female (Figure 12)whose was less than 10000 (Figure 16), and most of our respondents were black or african american (Figure 17) between age from 24-35 (Figure 13) with Bachelor‘s degree (Figure 15). V. Limitations and caveats Our research was helpful, however there are some limitations. One of the limitations of our research is that Juno is only open to customers in New York City, some survey respondents may be from outside New York City. Therefore, our survey results may not be representative of the ideal target market (the ideal target market is 24-35 year olds in NYC). Furthermore, there was a time constraint to our research. In other words we had to collect our survey participants in less than 2 weeks, and we only received 31 respondents. Our small-to-medium sample size might restrict our experiment’s external validity. Finally, we did not conduct a pretest for our test questions. Pretesting is important because it allows researchers to understand how helpful their questions are. Perhaps we could have improved the quality of our questions had we done pretesting. VI. Conclusions and recommendations In conclusion, Juno is a rideshare application that has a large market potential. Most of the competition comes from the well-known rideshare applications Uber and Lyft. Most users are not satisfied with some aspects of Uber and Lyft, namely the price, the promotions, and the quality of drivers. We recommend that Juno target 24-35 year olds, and that Juno continues to offer discounted prices, until Juno has a higher number of users, and can compete with Uber and Lyft more easily. We also recommend that the management heavily emphasize referrals as a way to obtain new customers as this is proven to be the most successful recruitment strategy for rideshare applications. 18
  20. 20. APPENDIX A: Survey Results Section Ⅰ​:​ Qualifying Questions 1. Do you own a smartphone ? Percentage - 31 Respondents ( ) Yes 100% ( ) No 0% 2. Do you know what an application​(​‘app’) is ​? Percentage - 31 Respondents ( ) Yes 100% ( ) No 0% 3. Do you use apps on your smartphone​? Percentage - 31 Respondents ( ) Yes 100% ( ) No 0% Section Ⅱ​:​ Usage of smartphone apps 19
  21. 21. 4. On a typical day, how often do you open a smartphone application on your smartphone? Percentage - 30 Respondents ( ) Never 0% ( ) 1 to 10 times a day 10% ( ) 11 to 50 times a day 50% ( ) 51 to 100 times a day 40% ( ) 101 or more times a day 0% 5. Do you use rideshare services? (For example, Uber, Lyft, Taxis) Percentage- 31 Respondents ( ) Yes 70.97% ( ) No 29.03% 6. Which car services do you use on a monthly basis? Percentage - 23 Respondents ( ) Uber 86.96​% ( ) Lyft 26.09​% ( ) Taxi 13.04​% 20
  22. 22. ( ) Zipcar 0% ( ) Other 17.39% Other (please specify): ● Juno ● Juno ● Juno ● Uber once in awhile but not on a monthly basis. Maybe 3-5 times a year. 7. How often do you use a rideshare service? Percentage - 24 Respondents ( ) Every day 0% ( ) 4 to 6 times a week 8.33% ( ) 1 to 3 times a week 75% ( ) Never 16.67% 8 . Which social media apps do you on a daily basis? Percentage - 23 Respondents ( ) Facebook 78.26% ( ) Instagram 69.57% ( ) Snapchat 39.13% 21
  23. 23. ( ) Other 30.43% Other: ● WeChat Weibo ● WeChat ● Imgur ● Twitter ● Youtube ● Weibo 9. Why do you use rideshare services? Percentage - 21 Respondents ( ) Convenience 71.43% ( ) Far distance to travel 38.10% ( ) Weather 33.33% ( ) Privacy 14.29% ( ) Sanitation 0% ( ) Special event 28.57% ( ) Safety 9.52% ( ) Price 61.90% ( ) Other 14.29% Other: 22
  24. 24. ● Lazy ● Don’t Drive ● I’m an Uber driver, so it’s income to me Section Ⅲ ​:​Motivational Questions 10. How important are the following factors to you when choosing a rideshare service in regards to the following on a scale of 1 to10 (with 1 meaning not important at all and 10 meaning very important) Not Important 1 2 3 4 5 6 7 8 9 Very Important 10 ( ) Price 8.82 of 22 respondents ( ) Popularity 5.41 of 22 respondents ( ) Driver Friendliness 7.09 of 22 respondents ( ) Driver Rating 7.82 of 22 respondents ( ) Brand of rideshare service 6.14 of 22 respondents ( ) Distance or time of driver from me 8.36 of 22 respondents 23
  25. 25. 11. For the following rideshare services, check the number that best indicates our level of satisfaction with that service, in regards to the following on a scale of 1 to10 (with 1 meaning not important at all and 10 meaning very important) Not Important 1 2 3 4 5 6 7 8 9 Very Important 10 ( ) Uber 8.43 of 21 respondents ( ) Lyft 6.65 of 17 respondents ( ) Gett 3.08 of 13 respondents ( ) Yellow Cab 4.60 of 15 respondents ( ) Green Cab 3.47 of 15 respondents 12. In your opinion, which of the features below could be improved in the following ride-share services? 24
  26. 26. Section Ⅳ:Juno Usage 13. Do you use Juno? Percentage - 22 Respondents ( ) Yes 18.18% ( ) No 81.82% 14. How did you become aware of Juno? Percentage - 7 Respondents ( ) Facebook 0% ( ) Email 0% ( ) Referral 71.43% 25
  27. 27. ( ) Website 14.29% ( ) Other 14.29% Other: ● Never used it 15. How did you decide to use or download Juno for the first time? Percentage - 7 Respondents ( )Referred by friends 42.86% ( ) Discounted price 42.86% ( ) Heard advertisement 0% ( ) Most drivers available near me 0% ( ) Cheaper than other apps 42.86% ( ) Other 14.29% 16. For the following rideshare services, please indicate which factors are satisfactory with that service. 26
  28. 28. 17. For the following rideshare services, please indicate which factors are unsatisfactory with that service. 18. Please click the number that best describes your overall satisfaction with the respective car service providers. 27
  29. 29. Not Important 1 2 3 4 5 6 7 8 9 Very Important 10 Juno 4.91 of 11 respondents Uber 7.47 of 17 respondents Lyft 7.00 of 13 respondents Gett 4.00 of 9 respondents Yellow Cab 4.90 of 10 respondents Green Cab 4.00 of 10 respondents Comments: ● Juno was my favorite but prices went up and too many driver issues. After Juno, I would use Lyft which is now the same price as Juno. My 3rd choice of transportation is a yellow cab because uber is expensive. ● I love Juno, Uber is a great second option. I've never used Lyft, and Gett is a joke because I feel like they only have like two cars. Yellow cab is good in a pinch, but way too expensive ● Uber is most popular ● Puts extra money in my pocket ● Never used this car service 28
  30. 30. ● Uber picks u up from just about any location and makes it convenient for you. I've had issues with getting picked up at the airport multiple times though. Section Ⅴ: Demographic Questions 19. What is your gender? Percentage - 30 Respondents ( ) Male 40% ( ) Female 60% 20. What is your age? Percentage - 30 Respondents ( ) Under 18 3.33% ( ) 19 to 23 33.33% ( ) 24 to 35 56.67% ( ) 36 to 55 6.67% ( ) 56+ 0% 21. What is your marital status? Percentage ( ) Single 26% 29
  31. 31. ( ) Married 4% ( ) Widowed 0% ( ) Divorced 0% ( ) Separated 0% 22. What is the highest degree or level of school you have completed? If currently enrolled, mark the previous grade or highest degree received. Percentage - 30 Respondents ( ) Less than high school 3.33% ( ) High school graduate - high school diploma or the equivalent 3.33% ( ) Associate degree ​3.33% ( ) Bachelor's degree 60% ( ) Master's degree 23.33% ( )​ ​Professional degree ​3.33% ( ) Doctorate degree 3.33​ % 23. What is your total household income? 30
  32. 32. Percentage - 30 Respondents ( ) Less than $10,000 26.67% ( ) $10,000 to $29,999 13.33% ( ) $30,000 to $49,999 20% ( ) $50,000 to $69,999 13.33% ( ) $70,000 to $99,999 13.33% ( ) $100,000 to $149,999 6.67% ( ) $150,000 or more 6.67% 24. What is your race? Percentage - 30 Respondents ( ) American Indian or Alaska Native 10% ( ) Asian 33.33% ( ) Black or African American 36.67% ( ) Native Hawaiian or Other Pacific Islander 0% ( ) White 20% 31
  33. 33. Appendix B: QUESTIONNAIRE Please complete this anonymous, confidential questionnaire for St. John’s University’s MBA program. Your responses will help us learn how to effectively market a new rideshare service, Juno. Qualifying Questions 1. Do you own a smartphone? ​Please select one. If no, please skip to question 24. ❏ Yes ❏ No If you answered “yes” above, what type of smartphone do you own? 2. Do you know what an application (“app”) is? ​If no, please skip to question 24. ❏ Yes ❏ No 3. Do you use apps on your smartphone? Please select one. ​If no, please skip to question 24. ❏ Yes ❏ No 32
  34. 34. Usage of Smartphone Apps 4. On a typical day, how often do you open a smartphone application on your smartphone? (Please select one) Please note: “opening” an app is defined as the number of times you click on an app on your smartphone. ❏ Never (If “Never” please skip to question 18) ❏ 1 to 10 times a day ❏ 11 to 50 times a day ❏ 51 to 100 times a day ❏ 101 or more times a day 5. Do you use rideshare services? (For example, Uber, Lyft, Taxis) Please select one. ​If no, please skip to question 18. ❏ Yes ❏ No 6. Which car services do you use on a monthly basis? Please select all that apply. ❏ Uber ❏ Lyft ❏ Taxi ❏ Zipcar ❏ Other (Please specify: _________________________) 33
  35. 35. 7. How often do you use a rideshare service? (please select one) ❏ Every day ❏ 4 to 6 times a week ❏ 1 to 3 times a week ❏ Never (If “Never” please skip to question 24.) 8. Which social media apps do you use on a daily basis? Please select all that apply. ❏ Facebook ❏ Instagram ❏ Snapchat ❏ Other (Please specify: _________________________) 9. Why do you use rideshare services? ​Please select all that apply ❏ Convenience ❏ Far distance to travel ❏ Weather ❏ Privacy ❏ Sanitation ❏ Special event ❏ Safety ❏ Price 34
  36. 36. ❏ Other ______________ Motivational questions 10. How important are the following factors to you when choosing a rideshare service (Please check one number for each of the following factors below, where 1 is “not important at all” and 10 is “very important”) Question 1 2 3 4 5 6 7 8 9 1 0 a Price b Popularity c Driver friendliness d Driver rating e Brand of rideshare app f Distance or time of driver from me Rideshare User Satisfaction 11. For the following rideshare services, check the number that best indicates your level of importance with that service. (Please check one number for each of the following services below, where 1 is “not important at all” and 10 is “very important.” ​If you have never used this rideshare service, please circle N/A.) 35
  37. 37. Type of car sharing service 1 2 3 4 5 6 7 8 9 10 N/A Uber Lyft Gett Yellow Cab Green Cab 12. In your opinion, which of the features below could be improved in the following rideshare services? Types of car sharing service Price bad driving The quantity of drivers Promotiona l code Other I do not use a Yellow taxis b Gett c Lyft d Uber e Green cab 36
  38. 38. Juno Usage 13. Do you use Juno? Please select one. ​If no, please skip to question 24. ❏ Yes ❏ No 14. How did you become aware of Juno? Please select all that apply. ❏ Facebook ❏ Email ❏ Referral ❏ Website ❏ other (please specify________________________) 15. How did you decide to use or download Juno for the first time ? ❏ Referred by friends ❏ Discounted price ❏ Heard advertisement ❏ Most drivers available near me ❏ Cheaper than other apps ❏ Other (Please specify ___________________________________________) 16. For the following rideshare services, indicate the number that best indicates your level of importance with that service. (where 1 is “not important at all” and 10 is “very important.”) 37
  39. 39. Please rate the rideshare service that best fits the nominal scale below. ​Please select one. If no answer applies, please select “N/A.” 1 2 3 4 5 (strongly disagree strongly agree) Types of car sharing service Safet y Within my price range More cars available Other I do not use a Yellow/Gree n taxis b Gett c Lyft d Uber e Juno 17. Please check the number that best describes your overall satisfaction with the respective car service providers? (1 = not satisfied at all, 10 = very satisfied) 1 2 3 4 5 6 7 8 9 10 Uber 38
  40. 40. Juno Lyft Gett Yellow/Gree n Cab In one sentence or more, please explain the reason for your answer above: _________________________________________ Demographic questions 19. Your Gender ❏ Male ❏ Female 20. Your Age ❏ Under 18 ❏ 19 to 23 ❏ 24 to 35 ❏ 36 to 55 ❏ 56+ 21. What is your marital status? ❏ Single 39
  41. 41. ❏ Married ❏ Widowed ❏ Divorced ❏ Separated 22. Education What is the highest degree or level of school you have completed? If currently enrolled, mark the previous grade or highest degree received. ❏ Less than high school ❏ High school graduate - high school diploma or the equivalent ❏ Some college credit, but less than 1 year ❏ Associate degree ❏ Bachelor's degree ❏ Master's degree ❏ Professional degree ❏ Doctorate degree 23. Household Income What is your total household income? ❏ Less than $10,000 ❏ $10,000 to $29,999 ❏ $30,000 to $49,999 ❏ $50,000 to $69,999 ❏ $70,000 to $99,999 ❏ $100,000 to $149,999 ❏ $150,000 or more 40
  42. 42. 24. Race Please specify your race. ❏ American Indian or Alaska Native ❏ Asian ❏ Black or African American ❏ Native Hawaiian or Other Pacific Islander ❏ White ❏ Other (Please specify:________________) END OF QUESTIONNAIRE THANK YOU FOR YOUR PARTICIPATION :-) 41
  43. 43. Sources Bernstein, B. (2015, March 31). ​A Brief History of Ride Sharing. Retrieved from https://medium.com/@bhbern/a-brief-history-of-ride-sharing-7d1eca9e4654#.sand7mh3o Hawkins, A. (2016, April 5). ​Juno, a more driver-friendly alternative to Uber, will soft-launch in NYC this month. Retrieved from http://www.theverge.com/2016/4/5/11371470/juno-new-york-city-launch-date-april-pro-driver-uber Kessler, S. (2016, February 29). ​Inside Juno, The Company That Wants To Beat Uber By Wooing Its Drivers​. Retrieved from https://www.fastcompany.com/3057182/inside-juno-the-company-that-wants-to-beat-uber-by-wooi ng-its-drivers Marinova, P. (2016, March 28). Meet the Secretive Startup Trying to Steal Uber’s Top Drivers. Retrieved from ​http://fortune.com/2016/03/28/juno-ridesharing-uber/ 42

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