Rasmussen College Taxi Service Research Proposal

Competency

Explore problem-solving skills for business analysis.Scenario

You work for a taxi service in a large urban area. As the rideshare industry has continued to expand and while companies like Lyft and Uber dominate the marketplace, taxi services have struggled to compete. Rideshare service is faster and in most cases cheaper and now, with the ability of rideshare companies to gain licenses to pick up and drop off at your airport, you are really trying to find innovative ways to stay relevant. You know that there is a certain demographic that will not use companies like Uber or Lyft due to fear of technology, as well as safety concerns. You want to find out what that demographic is and develop a targeted strategy to reach those potential customers, and retain those that you still have.

As marketing manager for your company, you will work to define what your target market will be. In order to do this, you will first need to do background research to understand the competitive environment. You will also want to know what demographic your company caters to, and what their likes and dislikes are about taxi services. The same information will need to be gathered about rideshare customers. You will gather this information by developing a survey to be distributed via social media.

To accomplish this, you have decided to create a proposal to present to senior management that lays out your plan for constructing your survey and how the survey will help you develop a marketing strategy to increase your business.Instructions

Using Microsoft Word, create a proposal that defines the problem your company is facing and how you will design your research to address the issue.Create an introduction that defines the problem. Include an overview of the competitive landscape using three outside sources (Rasmussen library databases, websites, annual reports).Present four demographic questions that address your research problem. Be sure to identify the measurement scale you are using and why. (nominal, ordinal, ratio, interval)Present four questions related to taxi services will help you understand customer likes and dislikes. Be sure to identify the measurement scale you are using and why. (nominal, ordinal, ratio, interval)Present four questions related to rideshare companies that will help you understand likes and dislikes. Be sure to identify the measurement scale you are using and why. (nominal, ordinal, ratio, interval)Explain why you are using social media to distribute your survey.Write a conclusion that explains how your research findings will be used to inform your marketing strategy.Resources

FAQsProposals

Library ResourcesCompany & Industry Information page of School of Business Guide – recommended databases for researching companies and industriesConsumers & Demographics page of School of Business Guide – recommended databases for researching consumer trends and demographicsAPA GuideGrading Rubric

F

F

C

B

A

0

1

2

3

4

Did not Submit

No Pass

Competence

Proficiency

Mastery

Not SubmittedIntroduction includes a definition of the problem, but it is inaccurate or confusing.

A brief overview of the competitive landscape is presented but significant information or details are missing and quotes or paraphrases from one source are used to support this section.Introduction includes an accurate definition of the problem.

A brief overview of the competitive landscape is presented and quotes or paraphrases from at least two sources are used to support this section.Introduction is fully-developed and includes a thorough definition of the problem.

A brief overview of the competitive landscape is presented and quotes or paraphrases from at least two sources are used to support this section.Introduction is fully-developed and includes a thorough definition of the problem.

An overview of the competitive landscape is presented and quotes or paraphrases from at least three sources are used to support this section.

Not SubmittedTwo – four somewhat demographic questions which are loosely related to the research problem are presented with a measurement scale.

Terms such as nominal, ordinal, ratio, and interval are used incorrectly or not at all in a brief or illogical justification for the scale selected.Three demographic questions which are related to the research problem are presented with the most appropriate measurement scale.

Terms such as nominal, ordinal, ratio, and interval are used in a logical justification for the scale selected.Four demographic questions which are related to the research problem are presented with the most appropriate measurement scale.

Terms such as nominal, ordinal, ratio, and interval are used correctly in a logical justification for the scale selected.Four demographic questions which are clearly related to the research problem are presented with the most appropriate measurement scale.

Terms such as nominal, ordinal, ratio, and interval are used correctly in a logical thorough justification for the scale selected.

Not SubmittedOne – two questions specific to taxi services and to consumer preferences are presented.

Terms such as nominal, ordinal, ratio, and interval are used incorrectly or not at all in an illogical or inaccurate justification for the scale selected.Two questions specific to taxi services and to consumer preferences are presented.

Terms such as nominal, ordinal, ratio, and interval are used correctly in a logical but too brief justification for the scale selected.Three questions specific to taxi services and to consumer preferences are presented.

Terms such as nominal, ordinal, ratio, and interval are used correctly in a logical justification for the scale selected.Four questions specific to taxi services and to consumer preferences are presented.

Terms such as nominal, ordinal, ratio, and interval are used correctly in a logical thorough justification for the scale selected.

Not SubmittedOne – two questions specific to ride share companies and to consumer preferences are presented.

Terms such as nominal, ordinal, ratio, and interval are used incorrectly or not at all in an illogical or inaccurate justification for the scale selected.Two questions specific to ride share companies and to consumer preferences are presented.

Terms such as nominal, ordinal, ratio, and interval are used correctly in a logical yet short or unfocused justification for the scale selected.Three questions specific to ride share companies and to consumer preferences are presented.

Terms such as nominal, ordinal, ratio, and interval are used correctly in a logical justification for the scale selected.Four questions specific to ride share companies and to consumer preferences are presented.

Terms such as nominal, ordinal, ratio, and interval are used correctly in a logical thorough justification for the scale selected.

Not Submitted

At least two reasons for distributing the survey via social media are provided, but they are irrelevant, illogical, or inaccurate.

At least three reasons for distributing the survey via social media are provided, but they are irrelevant, illogical, or inaccurate.

At least two logical relevant reasons for distributing the survey via social media are provided.

At least three logical relevant reasons for distributing the survey via social media are provided.

Not Submitted

Conclusion fails to summarize the proposal and provides a confusing or illogical explanation of the findings and neglects to identify why these are significant to developing a marketing strategy.

Conclusion summarizes some of the proposal and provides an incomplete explanation of the findings and suggests why these are significant to developing a marketing strategy, but more detail is needed.

Conclusion summarizes most of the proposal and provides an explanation of the findings and why these are significant to developing a marketing strategy.

Conclusion summarizes proposal and provides thorough explanation of the findings and why these are significant to developing a marketing strategy.

Not Submitted

Formatting, content, and/or tone do not clearly indicate a proposal. Is persuasive at the expense of the audience’s needs and the conventions of professional communication. Contains at least four noticeable grammar or syntax errors.

It is a proposal based on formatting, content, or tone; though, at least one of these areas needs improvement. Somewhat balances persuasion with awareness of the audience’s needs and the conventions of professional communication. Contains two – three noticeable grammar or syntax errors.

It is clearly a proposal based on formatting, content, and tone. Balances persuasion with awareness of the audience’s needs and the conventions of professional communication. Contains one noticeable grammar or syntax error.

It is clearly a proposal based on formatting, content, and tone. Expertly balances persuasion with respect for the audience and the conventions of professional communication. Contains no grammar or syntax errors.

 

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