Easy Jet
1. Department for Transport
The Department for Transport is the government department responsible for the English transport network and a limited number of transport matters in Scotland, Wales and Northern Ireland which are not devolved.
The DfT is concerned about the number of injuries and fatalities caused by drink driving on Britain’s roads. They wish to run a new anti-drink driving campaign. For these types of campaigns, they normally use a variety of media including TV, radio, cinema, newspapers and magazines. For the next campaign, they want to consider using online media in addition.
They have asked you, the research agency, to create a survey design which would allow them to measure the reach of the potential advertising campaigns and therefore help devise a strategy for the campaign. They are happy to consider interviewing face-to-face, by telephone or online, or a mixture of these.
In addition, they want to assess the effectiveness of different messages (e.g. you’re putting others’ lives at risk, you could lose your driving licence etc) and how they resonate with different audiences. They have suggested that a segmentation approach may work well for this.
You should write a proposal outlining your recommendation of the survey design including sample size, method of fieldwork, questionnaire content and how you would conduct the segmentation, justifying your approach in each case. Test your questionnaire using pilot work.
2. Vodafone
Vodafone is a global telecommunications company based in London. It is the world's largest mobile telecommunications company measured by revenues and the world's second-largest measured by subscribers, with around 341 million subscribers as of November 2010. It operates networks in over 30 countries and has partner networks in over 40 additional countries.
Vodafone wish to understand whether the perception of their brand identity matches where they wish it to be and also to compare levels of customer
The Department for Transport is the government department responsible for the English transport network and a limited number of transport matters in Scotland, Wales and Northern Ireland which are not devolved.
The DfT is concerned about the number of injuries and fatalities caused by drink driving on Britain’s roads. They wish to run a new anti-drink driving campaign. For these types of campaigns, they normally use a variety of media including TV, radio, cinema, newspapers and magazines. For the next campaign, they want to consider using online media in addition.
They have asked you, the research agency, to create a survey design which would allow them to measure the reach of the potential advertising campaigns and therefore help devise a strategy for the campaign. They are happy to consider interviewing face-to-face, by telephone or online, or a mixture of these.
In addition, they want to assess the effectiveness of different messages (e.g. you’re putting others’ lives at risk, you could lose your driving licence etc) and how they resonate with different audiences. They have suggested that a segmentation approach may work well for this.
You should write a proposal outlining your recommendation of the survey design including sample size, method of fieldwork, questionnaire content and how you would conduct the segmentation, justifying your approach in each case. Test your questionnaire using pilot work.
2. Vodafone
Vodafone is a global telecommunications company based in London. It is the world's largest mobile telecommunications company measured by revenues and the world's second-largest measured by subscribers, with around 341 million subscribers as of November 2010. It operates networks in over 30 countries and has partner networks in over 40 additional countries.
Vodafone wish to understand whether the perception of their brand identity matches where they wish it to be and also to compare levels of customer