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. 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’.
Table of Contents
1. Introduction
2. Research problem
3. Research objectives and methodology
4. Research brief
5. Review of existing research
6. Qualitative data collection
7. Techniques of qualitative data research and selection of appropriate method
8. Selection of data analysis method
9. Limitations
10. Further research
Research Objectives and Focus
The primary objective of this research is to develop a comprehensive marketing research plan for the National Cycle Strategy Board (NCSB) aimed at increasing bicycle usage in the UK by identifying the underlying motivations and barriers for potential users.
- Identify factors that inhibit individuals from cycling.
- Uncover motivations that encourage more frequent bicycle use.
- Analyze the impact of environmental and demographic factors on cycling behavior.
- Evaluate the efficacy of qualitative research methods to capture consumer attitudes.
- Formulate a structured data analysis approach for qualitative insights.
Excerpt from the Book
Qualitative data collection
Chisnall (1992) states that ‘the essence of qualitative research is that it is diagnostic; it seeks to discover what may account for certain kinds of behaviour….’. This means that in opposite to quantitative research methods, which normally gain to find statistical results to be interpreted, the qualitative research methods goes wide underneath of the surface of ‘just’ numbers and statistics. Although some there are some critics, for example Sampson (1987) who believes that ‘qualitative research appears to be familiar to almost everybody, but really understood by relatively few, there is a danger that it could be presumed to lack subtlety and to require little skills’, qualitative research means that it gets deeper into the consumer’s decision-making process by getting information about emotions and attitudes of the (potential) consumer.
Summary of Chapters
Introduction: Provides an overview of the UK bicycle market, noting its potential for growth despite lower usage rates compared to other European countries.
Research problem: Defines the core research question centered on understanding the "why" and "when" behind cycling behavior to inform better marketing strategies.
Research objectives and methodology: Outlines the specific goals, including identifying inhibitors and enablers, and determining the appropriate research path.
Research brief: Explains the process of consulting existing government and private sector reports to establish a foundation for the study.
Review of existing research: Synthesizes current data on bicycle usage, highlighting that while quantitative data exists, it fails to explain the underlying consumer psychology.
Qualitative data collection: Argues for the necessity of qualitative research to access deeper consumer emotions and attitudes.
Techniques of qualitative data research and selection of appropriate method: Compares focus groups and depth interviews, ultimately advocating for depth interviews to reduce group pressure.
Selection of data analysis method: Proposes a method of content analysis using keyword frequency to manage qualitative data effectively.
Limitations: Discusses the challenges of representative sampling and the risk of respondent bias in qualitative studies.
Further research: Suggests future studies, specifically focusing on children and the ethical considerations involved in such research.
Keywords
Cycling, UK Bicycle Market, Qualitative Research, Depth Interviews, Consumer Behavior, Marketing Research Plan, National Cycle Strategy Board, Market Segmentation, Research Methodology, Barriers to Cycling, Environmental Factors, Data Analysis, Consumer Emotions, Public Transportation, Bicycle Usage.
Frequently Asked Questions
What is the core focus of this research paper?
The paper aims to create a strategic research plan for the National Cycle Strategy Board to understand why individuals do or do not use bicycles in the UK.
What are the primary themes discussed in the work?
The work covers market potential, consumer attitudes, the distinction between quantitative and qualitative research, and specific techniques for gathering and analyzing consumer insights.
What is the ultimate research objective?
The objective is to move beyond simple statistics to identify deep-seated inhibitors and motivations that drive or hinder the adoption of cycling as a regular activity.
Which scientific methodology is employed?
The study utilizes a qualitative research methodology, specifically advocating for one-on-one depth interviews to uncover honest, uninfluenced consumer emotions.
What topics are covered in the main body?
The main body examines existing quantitative trends, explores the diagnostic power of qualitative research, details interview techniques, and outlines a framework for analyzing unstructured data.
Which keywords characterize this study?
Key terms include qualitative research, consumer behavior, bicycle market, depth interviews, market segmentation, and research methodology.
Why does the author prefer depth interviews over focus groups?
The author argues that depth interviews eliminate group pressure, allowing respondents to provide more honest feelings and avoiding distractions from other participants.
How does the author suggest analyzing qualitative data?
The author recommends an approach involving the creation of alphabetical word lists and frequency counting of keywords to maintain a simple, manageable process for the board.
- Quote paper
- Anonym (Author), 2003, Cycling in the UK - A Research Plan for the National Cycle Board, Munich, GRIN Verlag, https://www.grin.com/document/17221
