Essay, 2003, 14 Pages
62 = 1,7 (A-)
Essay on the topic:
‘Cycling in the United Kingdom
A Research Plan for the National Cycle Board’
2 June 2003
Table of Content
Title Page i
Table of Content ii
Research problem 1
Research objectives and methodology 2
Research brief 2
Review of existing research 2
Qualitative data collection 4
Techniques of qualitative data research and selection of appropriate method 4
Selection of data analysis method 6
Further research 8
Appendix .... 9
Although Ayton et al. (2001) show that UK’s bicycle market recovered in 2001 after lost turnover due to poor weather in 1999 and the ban of cycling in countryside to avoid spreading of foot-and-moth disease, bicycles cannot be counted to the most favourite goods for both, leisure and transport in the UK. Considering that in other European countries the relative market size is twice as big as the market for the bicycles in the UK (Fahrrad-online, 2002) it has been proofed that there is still a lot of potential in the UK’s bicycle-market. To gain a higher level of usage, a reasonable marketing of bicycles has to be carried out. However, and referring to Gater et al. (1965) the essence of marketing is not to be understood as to increase the sale of goods produced by proper marketing-tools, but to produce the goods wanted by the customer.
Source: VDZ (2002)
[in Downloaddatei enthalten]
Hence, a reasonable market-research on the question ‘when people cycle and if they do so, why they do so’ might help the NCSB (National Cycle Strategy Board) to gain a better understanding of the bicycle market in the UK.
To avoid wrong interpreting of the data collected and to focus on the relevant target group, Proctor (2000) suggests a systematic approach on the problem-definition. Therefore, this report looks at the following research problem based on a goal orientated approach (Appendix A):
‘Explore possible reasons what inhibits people to cycle and vice versa explore motives what encourages people to use bicycles more frequently. Furthermore a detailed consideration of complex market-, product-, and segment-structures is required for this research’.
Research objectives and methodology
To tackle the several issues within the problem-definition mentioned above, a number of research objectives had to be drawn up.
In itemisation the research objectives are:
1. To determine what factors inhibits people to cycle
2. To determine what factors encourages people to cycle
3. To identify relevant environmental factors influencing the cycle behaviour
4. To identify important key segments for the cycle (demographic- and product-wise)
5. To differentiate why people cycle and when they cycle
As mentioned above, a demonstration of existing researches will follow in this part. For this review, several works and sources of areas like government, private agencies or other organisations, which deal generally with bicycles or with consumers’ habits and attitudes relating to bicycles, were consulted.
Review of existing research
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