Consumer Behaviour: Transportation in Singapore
Consumer Behaviour: Transportation in Singapore
Defining the objective of the research study is crucial to understand consumer and ultimately to predict how they would react. By understanding the reasons that drive them to use the service or dislike the service, we can then understand the motivation behind it and make necessary correction or plan appropriate strategies for the target segment. The objective for this survey is to find out the personality traits of users, the perception of the public transport system the public has, and their attitude towards the system. The research objective can be clearly defined as:
1. To find out the average waiting time for bus during peak hours (7-9am & 5:30-7pm) in major town of Singapore.
2. To find out the average waiting time for train during peak hours (7-9am & 5:30-7pm) in various lines (NS, EW, NE, CC line).
3. To find out the waiting time passenger perceive as reasonable for bus & train.
4. To find out consumer satisfaction level in train and bus transport system. i.e driver’s skill, driver’s service, availability of alternative bus services, reasonableness of fare etc.
5. To find ways to measure the perception of consumer towards bus and train system.
6. To improve ridership of the train and bus network.
As this is a survey where the results has to be representative of the entire population, a quantitative research would be ideal in this case. Quantitative research enable us to generalize the data and hence about the behaviour of the population in Singapore. The findings which can come in the form of descriptive, empirical and data are collected in a systematic manner i.e probability sampling and sample size is normally large. This way, results and findings can be generalized to a larger population (the targeted segment for the project). In qualitative research, results cannot be generalized, it focus more on richness of date, speed of data collection, accuracy of recording behaviour and gaining
Defining the objective of the research study is crucial to understand consumer and ultimately to predict how they would react. By understanding the reasons that drive them to use the service or dislike the service, we can then understand the motivation behind it and make necessary correction or plan appropriate strategies for the target segment. The objective for this survey is to find out the personality traits of users, the perception of the public transport system the public has, and their attitude towards the system. The research objective can be clearly defined as:
1. To find out the average waiting time for bus during peak hours (7-9am & 5:30-7pm) in major town of Singapore.
2. To find out the average waiting time for train during peak hours (7-9am & 5:30-7pm) in various lines (NS, EW, NE, CC line).
3. To find out the waiting time passenger perceive as reasonable for bus & train.
4. To find out consumer satisfaction level in train and bus transport system. i.e driver’s skill, driver’s service, availability of alternative bus services, reasonableness of fare etc.
5. To find ways to measure the perception of consumer towards bus and train system.
6. To improve ridership of the train and bus network.
As this is a survey where the results has to be representative of the entire population, a quantitative research would be ideal in this case. Quantitative research enable us to generalize the data and hence about the behaviour of the population in Singapore. The findings which can come in the form of descriptive, empirical and data are collected in a systematic manner i.e probability sampling and sample size is normally large. This way, results and findings can be generalized to a larger population (the targeted segment for the project). In qualitative research, results cannot be generalized, it focus more on richness of date, speed of data collection, accuracy of recording behaviour and gaining
References: 1) Consumer Behaviour, 2010, By Leon G.Schiffman, Leslie Lazar Kanuk (10th edition)