Market Study : Distributing a Map of Krakow Public Transports (2008)

Résumé du document

The objectives of this questionnaire are 3 fold: evidence supporting the need of a tram/bus map of Krakow for the inhabitants; evidence of the fact that the absence of maps deters people from using the tram or the bus, and as a consequence MPK is loosing clients; evidence the fact that the malls out of the center loose clients, because people do not know how to get there by bus or tram. Calculation of the sample size (quota method) i.e. quota sampling involves dividing the target population into homogeneous subgroups, also called 'strata'. Then, a proportionate sample of each 'stratum' is selected by the interviewer. The quota sample is a proportionate replica of the original target population. It has two-fold objectives: first, to ensure that the whole population is adequately represented within the sample, and secondly, to enable a greater control on the composition of the sample.

Extraits

[...] This survey clearly evidences the fact that students need a public transports map, as 78% of them “definitely need and 78% would buy sure”. Students would take public transports more often if they had such a map, as 30% would take public transports lot and a “little more”. The majority of the students evaluate the price of this map between 5 and 10 PLN. According to them, the 4 most important distribution points should be the kiosks, shops, train stations and tourists information points. [...]

[...] We can notice 2 main trends: - The persons who definitely need a map would take public transports a lot more or a little more. - The persons who do not need a map would take public transports lot more, a little more and from times to times, if they had a map SURVEY REPORT Cross-tabulation: Map Purchase and Potential Use of Public transports. We can notice 2 main trends: - The persons who would buy the map would take public transports a lot more or a little more. [...]

[...] The higher people are willing to pay for a piece of good, the higher they need it SURVEY REPORT The potential distribution points for the map Distribution points Other Erasmus student network offices Information points Kiosks Shops Train stations Airports According to students, the 4 main distribution points for this map are: Kiosks Train stations Shops Tourist information points The other relevant distribution points mentioned are youth hostels and hotels SURVEY REPORT Interpretation of students' results Most of the students are aged between 18 and 25 old of them feel to be part of the low income group and 50% in the middle income group. We can notice that 11% of them often take a taxi when they want to go out of the center, because they do not know how to go there by public transports. [...]

[...] It is 8 questions-long SURVEY REPORT Results analysis Number of requests for a public transports map received Estimation of request for the map Never A few Yes, sometimes Yes, a lot of the Tourist information points receive a lot of request for a public transports map SURVEY REPORT Period of the demand Period of the demands It is really variable Depends on the period of the year All the year 100% Tourist information points receive demands for the map during the whole year SURVEY REPORT Demand channel Demand channel They send an e-mail 33% They call They come 100% In most of the Tourist information points, people come in person to ask for the map, in some, people send e-mails SURVEY REPORT Categories asking for this map The demand Tourists, students and citizens 83% Only tourists 17% In the majority information points, the people asking for the public transports map are tourists, students and citizens SURVEY REPORT Interpretation of the telephone interviews results Those interviews have underlines the fact that, not only tourists but also students and citizens, come or send emails to the tourists information points in order to be given a public transports map or to be explained itineraries. There is a whole-year along demand for the map. [...]

[...] We can notice that 21% of the tourists declare often preferring going shopping in the center than in the off town commercial centers, for they do not know how to get there buy public transports. This survey clearly evidences the fact that tourists need a public transports map, as 51% of them “definitely need and 36% may find it useful. As well would buy sure” and 61% may buy it. It would make their journeys a lot easier. Tourists would take public transports more often if they had such a map, as 26% would take public transports lot and a “little more”. [...]