Marketing and Audience Research

Question: Discuss about theMarketing and Audience Research. Answer: Research Topic The aim of this study is to analyze the research objective, research question and the different research designs, which requires to be implemented to evaluate the marketing services of Uber. Uber is one of the largest transportation network companies operating around various countries all around the globe. They provide cab facilities to the customers through a mobile app, which allows the customers to book a cab with only one single click. The cab will then arrive at the customers doorstep making it easy travel for them. Research Objective The research objective of Uber is undertaken to find out the areas, which require prompt actions to improve the competitive edge of the company. The research objectives are as follows: To improve the financial status of the organization in Australia by implementing different innovative promotional and marketing strategies To assess the efficiency of the promotional and marketing strategies in the minds of the consumers and what effects they have on the consumer behavior To recommend various strategies to help improve the service quality of the company To analyze different methods to improve the customer feedback and improve customer satisfaction by providing efficient after sales service Research Question The questions, which requires to evaluated are as follows: How can the financial status of Uber in Australia develop through the introduction of various promotional and marketing strategies? How do the marketing and promotional strategies affect the consumer behavior? How can service quality of Uber improve by using different strategies? What strategies can be used to improve the after sales service and customer feedback about the company? Research Design In this study, APL will implement quantitative, qualitative and descriptive methodologies to collect information from both primary and secondary data sources. The primary data is collected by undertaking surveys through questionnaires to find out the customers reaction towards Uber and to find out how they feel about the business function Uber. This is known as the quantitative method. The managers of Uber and the drivers working under the organization are also interviewed to evaluate the internal functions of the organization and what steps are likely to increase and motivate the employees working in the organization (Livingstone 2013). This is the qualitative research design. The secondary data resources are obtained from the website of Uber and from various articles and journals who print different information and sales and financial figures about the functioning of the organization (Hair Jr and Lukas 2014). The descriptive method uses the combination of both the qualitative and the quantitative research method approach and uses this information to create visual aids like graphs and charts to help the researcher to understand the distribution of the distribution and how these information can be useful to improve the business decisions and functions. This method uses multiple variables for evaluation and the main purpose of the research are to explain, portray and validate the findings. Reference List Babin, B.J. and Zikmund, W.G., 2015.Essentials of marketing research. Nelson Education. Hair Jr, J.F. and Lukas, B., 2014.Marketing research. McGraw-Hill Education Australia. Jensen, K.B. ed., 2013.A handbook of media and communication research: Qualitative and quantitative methodologies. Routledge. Livingstone, S., 2013. The participation paradigm in audience research.The Communication Review,16(1-2), pp.21-30.