Research Report on Concept Testing of Moving Services

   Research  Paper

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Research report on concept testing of moving services

Presented to: Mr. Mohsin Muslim

Presented by: Maheen Waseem 12-4864

                            Ezza Ijaz 12-4801

                   Fiza Khalid 12-4773

TABLE OF CONTENTS

1. TABLE OF CHARTS...................................................................................................3
2. EXECUTIVE SUMMARY...........................................................................................4
3. METHODOLOGY.......................................................................................................5
4. KEY FINDINGS..........................................................................................................6

• Past experience evaluation................................................................................6
• Believability......................................................................................................7
• Willingness to buy............................................................................................9
• Willingness to pay............................................................................................9
• Concept evaluation.........................................................................................10

1. CONCLUSION..........................................................................................................10
2. RECOMMENDATION..............................................................................................11
3. LIMITATIONS..........................................................................................................11
4. APPENDIX................................................................................................................12

TABLE OF CHARTS

TABLE OF CHARTS

Figure 1.4.....................................................................................................7

Figure 1.12................................................................................................... 8

EXECUTIVE SUMMARY

This research paper explores the concept testing of secure moving services. For the quantitative and qualitative methods, in depth interview and surveys were used. The technique for sampling used was quota sampling as it sets a quota first and then selects people who fit the quota based on judgment. The key findings were divided into five sections which were Past experience, believability, willingness to buy, willingness to pay and concept evaluation. Past experience evaluation questions basically analyzed past experience with any of the local services. Thus, evaluating from the results of these questions we find out that the majority of the people were not satisfied with the local services that are available. For the second section concept's  believability or acceptability was estimated and through the results we got to know that more than 80 percent people did believe in the concept and thought of it as feasible. In the section for intention to buy there was seen a positive response towards the service from majority of the people showing the demand and the willingness to buy for such a service.  For the willingness to pay part more than 80 percent were willing to pay more for a better service. Lastly, through concept evaluation we found out that the majority of the people did prefer full packaged services. Thus, we can conclude from all this information that,  more than 80 percent people did believe in the concept and thought should be implemented. 90 percent of the respondents were willing to go for secure moving service. 80 percent of the respondents were willing to pay a higher price for a better service and 90 percent of the respondents wanted a service offering full package and wanted a service that does not involve security risk. Recommendations were then given. Lastly, the limitations of the research paper were highlighted which basically comprised of cost, time and unwelcoming prospect respondents.

METHODOLOGY

Research design

We used two types of research methods qualitative and quantitative method. For the qualitative method, exploratory research was conducted for the insight and understanding of the topic researched.  We used depth interview which was basically an unstructured detailed question and answer session and a direct way of collecting information. We used a combination of both personal depth interview and telephonic interview which was traditional due to our respondents belonging to the middle age group and not being technological friendly. For the quantitative research method a descriptive research strategy was opted and for that survey method was used.  This was based on all structured questions and the mode of collection was again both personal as well as telephone. The format of the survey was dichotomous which comprised of yes and no optioned questions. The sample size was of 50 people and it took around a week to get to done with surveys. The fieldwork duration started from November 23rd, 2014 to November 30th, 2014.

Sample design

The technique of sampling used was non probability sampling technique. The reason being population not being defined and there being no equal chance given to all individuals in the population of being selected. So basically we are using non random sampling. The type of non probability sampling used is quota sampling. Quota sampling is a form of judgmental sampling but for the selection of units some characteristics or quotas are defined. Such as the gender, income and on the basis of judgment respondents were then selected.  The location of the respondents were Bahria Town, Eme Dha and Askari X. The reason being these are newly developed societies and more moving trend is to be found here.  

KEY FINDINGS

The key findings basically fall under five categories which are as following:

• Past experience evaluation
• Believability
• Intention to buy
• Willingness to pay
• Concept evaluation

Past experience

This part basically analyzed past experience with any of the local services.

• According to figure 1.6, given in appendix, 80 percent did use the local services and the base of respondent for this question being 50.
• In figure 1.7 , the question asked was about the satisfaction with the service used. For this majority did not find the services used to be up to mark. Base for this was 40 respondents.
• When asked about the reliability of the service,  only 15% thought of the service used as being reliable. Refer to figure 1.8 for this. The base again being 40 respondents for this question.

 Thus, evaluating from the results of these questions we conclude that the majority of the people were not satisfied with the local services that are available.

Believability

For this section the concept's  believability or acceptability was estimated.

• Figure 1. 4 is showing  need of moving services

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• Figure 1.12, is for the idea's feasibility

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More than 80 percent people did believe in the concept and thought of it as feasible.