A study on existing demand for bus service at BRAC University

MKT 426 (marketing Research)

Research Topic: A study on existing demand for bus service at BRAC University

Submitted To Ali Aahsan Professor, Management Studies, Dhaka University

Submitted By Student ID-08104158 Section-01

Date of Submission: 20-08-11

Executive Summary

In order to obtain knowledge, explore unknown aspects and find out solutions for many of problems, it is needed to conduct research. Research leads to invention, innovation and creation of artifacts which are useful to make the living happier. It is basically a systematic process of collecting and analyzing data in order to increase understanding of the phenomenon about which researcher are concerned or interested. The role of marketing research is widespread and growing in importance now-a-days. Marketing research is the systematic and objective process of gathering, recording and analyzing data for aid in making decision. Organizations frequently do research to get insights and solutions to organizational problems and make valuable points for business strategy. To conduct a research, many steps and methods are followed that help the researcher to reach in the decision. Therefore, I have followed the systematic ways for conducting the research on the specific topic that I have chosen. Accordingly at first, I have defined the problem of my research. After that I have planned a research design where we have included some techniques and types of research design and have determined a sample size to represent the population of my research. Finally, I have made a questionnaire based on the research topic to collect the necessary data.

Background

BRAC University is a reputed private university of Bangladesh and has a student population that stretch from one corner of the city to another. It has accommodated its students with better education, worthwhile faculties, well equipped computer lab, indoor games and so on. All the facilities of BRAC University have made a pledge for giving its students all privileges to become most qualified and to have a contented future. But some students still cannot facilitate them with the prevailing opportunities. The most justifiable reason for this is their transportation problem. All the students of this university do not have their own private transportation. So they choose bus or CNG as a means of their transportation. But bus services in Dhaka city is not so developed for all the routes. Moreover, the high cost of hiring a CNG is not affordable for all the students. Therefore, problems such as absenteeism, student participation in various curriculum and extra-curriculum activities and other indirectly related element contributing to student life at BRAC University seriously jeopardize students performance. So it is very important to find out the students view regarding accommodation of bus service. This finding will not only open up the topic to the university administration but also to the students about their potential advantage of getting bus service. The reason behind choosing this topic is that it is very interesting and related to students convenience. Also the topic itself is significantly important because it may be useful for the higher authority of BRAC University to take decision whether they will start a bus service for students or not.

Objectives
In every study there should be specific and sound purposes and objectives. A careful statement and purpose helps in the preparation of a well decorated research on which others can take a right type of decisions. Identifying objectives are very much important. The main objective of this study is to find out whether there is any existing demand for a bus service at BRAC University.

The specific objectives of the study are as follows: To determine the number of users To calculate Expected cost Get a clear idea of feasible routes for the bus service Gather an administrative view about the service. To identify the market demand of bus service of BRAC University students To find out the feasibility of bus service for the BRAC University students Investigate the effectiveness of bus service for BRAC University students Have a overall picture of bus service needed by the BRAC University students in their mind To achieve the difference between theoretical and practical knowledge Gather knowledge about making a report based on survey To know how to make a structured questionnaire

Limitations

This present study is limited by a number of factors. The sample population is limited in terms of its size and composition. It will not possible for me to collect information from all the students of BRAC University so I will take sample 50 students. Apart from some other problems are stated
below-

i) ii) iii) iv) v)

Lack of experience Time constrain Lack of monetary resource Lack of technical resource Lack of access of information

Planning a Research Design

Planning a research design plays a vital role in doing a research properly. The research includes a survey based on two form of data collection as well as another source of data to compare viability of the project. Research design is a master plan specifying the methods and procedures for collecting and analyzing needed information of demand for bus service among BRAC University Students. It is very important to select an appropriate research design because a high-quality data collection process and analyzing firmly depend on this research design. In this research surveys are used to collect quantitative or qualitative information about items in a population. Here, survey is focusing on opinions or factual information depending on its purpose and it involves administering questions to individuals. The questionnaire is completed by the respondent, the survey is referred to as a questionnaire or a self-administered survey.

Study Variable
In whole process of research focused different types of study variables. Both qualitative and quantitative variables are used in these research procedures. Department, semester, gender, routes of streets etc are the qualitative variables and on the other hand cost, time etc are the quantitative variables.

Planning a sample
Sampling Design
Sampling design and sample selection is critical to the validity of the information that represents the populations that are being studied. It is the part of the research plan that specifies how and how many respondents will be selected for a study. The sampling design helps to determine the focus of the study and allows better acceptance of the generalizations that are being made. There

are two different approaches to sampling in survey research namely Probability Sampling and Non-probability Sampling. Although, it is always better to use Probability Sampling but due to time and budget constraints the team has decided to go with Non-probability sampling. With this approach it does not guarantee the chance that all the elements involved in the research will be included in the sample. I cannot calculate the probability that each element will be represented. To be more specific, I will go to use convenience sampling. With this method, it only samples those who are available and willing to participate in the survey. The use of this approach allows for convenience for the researcher and a possible small sample.

Target population
As I am concerned with conducting a research on the accommodation of bus service for the students of BRAC University, so all the students of this university are the target population for this research topic The target population should be defined in terms of elements, sampling unit and time. In this survey research, the element is the respondents whom will be interviewed. Sampling unit would be available students of Brac University who are willing to give all answers.

Sampling frame
Sampling frame is a representation of the target population. It consists of a list or set of directions for identifying target population. The sampling frame for this research will be the
registered list of students of BRAC University.

Sample size
Determining the sample size is very important because it is not possible to do research with the whole population. Sample represents the total population size.

The equation for determining the sample size that I will use -

Z n ! p(1  p) E
Where,

p= estimated proportion (assumed, past experience or a pilot survey); z = z value associated with the degree of confidence selected; E = allowable error I wanted to estimate the proportion of the students, who are using bus as transport. If I wanted the estimate to be within 5% of the population proportion, How many students would I need to contact? Assume a 95% level of confidence and I have estimated that 80% of the students use bus as transport. Therefore, n = (0.80 * 0.20) (1.96/.05) 2 = 0.16 * 1537 = 245.92 ~ 245

The approximate sample size should be 245 Students. Although, it will not possible for me to collect information from all the students because of the time limitation so I will select 50 students randomly to collect the information. Here, systematic sampling will be followed.

Methodology
The methodology undertaken for this research is a qualitative one. As we know that, Qualitative research is an unstructured and qualitative research methodology based on small samples that provides insights and understanding of the problem. Qualitative research has an in-depth insight into human behavior and this research can find out the cause that direct such behavior. Qualitative researchers use several kinds of data collection methods like focus group discussions, in-depth interview, projective Techniques etc. In this research, the data collection method will be personal interview through questionnaire. To collect the required data I will prepare the questionnaire combining two formats. The design of the questionnaire will be described below-

Questionnaire Design
Unstructured questions I will ask some openended questions that the students

answered in their own words. Structured questions I will also asked some Closed ended questions where I specified

the set of response alternatives and response format for the students to give answers.

Appendix
Preamble:
The topic of the marketing research is A study on existing demand for bus service at BRAC University. And the population is all the students of BRAC University. Thats why the sample will be taken from the BRAC University students. The commitment of the research to the respondents is that the necessary information collected from the respondents will be only used for the purpose of conducting this research; not for any other purpose. That information will be kept as confidential and will not be disclosed to any other parties.

Questionnaire:
(Please mark the appropriate circle)

1. Gender

o o

Male Female

2. Which department you are in?

o o o o o o

CSE BBS ECO LAW ENG ARC

3. Which semester you are in?

o o o o o

FALL07 SPRING 08 SUMMER 09 SPRING 09 SUMMER 10

4. What do you prefer as transportation when you come to University?

o o o o o

Personal Car Public Bus Taxi cab /CNG Rickshaw Others

5. Should BRAC University provide bus service for the students? Do you support this statement?

o o o o o

Strongly agree Agree Dont know Disagree Strongly Disagree

6. What do you think is it useful for students compare to public bus transport? (If yes please give the appropriate reasons) Ans:

7. What are your expectations from university bus service?

Ans:

8. Is it ensuring security and safety for students?

o o

Yes No

9. Do you think BRAC University should collaborate with BRAC in this matter?

o o o o o

Strongly agree Agree Dont know Disagree Strongly Disagree

10. What are you spending in a month for University transportation purpose?

o o o o

0 to 500 500 to 15000 1000 to 2000 1500 to 2500

11. How much you are willing to pay in a month if University provides transport facility?

o o o o

500 to 1000 1500 to 2000 1500 to 2500 2000 to 3000

12. Which transport route do you prefer most?

o o o o

Mohakhali - Mirpur Mohakhali - Motijheel Mohakhali - Dhanmondi Mohakhali - Uttara

13. What do you think university bus service should necessary to make available for all of the routes or specific two or three routes? Ans: