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CLABE MARKET RESEARCH AND DEVELOPMENT - REPORT
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Example of the report for Market research and development course, with SAS coding, descriptions, summaries
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TABLE OF CONTENTS:INTRODUCTION
Aim of our analysis
Nowadays, people frequently use trains for traveling. Being international students in Italy, this is
what fascinated us the most – how casual it is to use trains here. So, we wanted to explore more
on this topic.
There is plenty of information on how successful the train industry is in Italy. For example, the
railway passenger volume in Italy went up from 855 million passengers to almost 900 million
passengers. Termini Station in Rome and Central Station in Milan are the busiest stations here.
According to statistics, approximately 150 million passengers passed through Roma Termini.
Even though the statistics are positive, there is not much written about customer experience of
trains’ usage in Italy or their attitude towards this topic.
For this reason, we decided to explore more how different users here assess the service and how
it correlates with their final choice when traveling by trains. The aim of our analysis is to
understand what factors affect choice and satisfaction of using Italian trains and differentiate
users based on that. We included in our survey not only the Italian residents, who mostly use
trains for routine like getting to work, to see family, but also other users of these transportation,
like international students, tourists, to see how satisfaction may change depending on what they
are used for.
Survey description
The survey has been conducted on Forms Office Platform. The responses were analyzed by
using SAS software which is used to manage, visualize, and analyze data. This software, due to
wide functionality, nowadays is applied in many areas: data science, artificial intelligence, data
management, business analytics.
The survey audience was not limited only by Italians, it was also offered to international and
exchange students, workers. Overall, there were 105 responses collected. Due to wider audience
opinions, we were able to investigate opinions of people with diverse cultures and lifestyles.
The survey consists of four sections.
1. Socio-demographic: collecting data on personal information and social background
of the respondents
2. Behavioral: collecting data about the opinion of the respondents towards the chosen
topic of research
, 3. Importance/Quantitative: collecting data on respondents’ opinion towards the topic
and how they value different attributes on a scale from 1 to 10 (least valuable to most
valuable)
4. Lifestyle: collecting data on the values and attitudes of the respondents
Screening question:
Are you currently a user of trains in Italy?
Socio-demographic section:
What is your age?
What is your gender?
Where are you from?
What is your current employment status?
Where are you from?
Behavioral section:
How often do you use trains?
How long have you been using trains?
For what purpose do you usually take trains?
What train company do you usually use?
Do you usually take long or short distance trips?
What class tickets do you usually purchase?
Importance/Quantitative section:
On a scale 1-10 (from least important to most important), how do you assess the following
options when using the trains in Italy:
1. Comfort
2. Time management
3. Customer service
4. Cleanliness
5. Speed
6. Price
7. Class
8. Seat reservation
Lifestyle section:
Are you adventurous?
Is community important for you?
Do you value creativity?
Do you value diversity?
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,Do you value family and friendship?
Do you value flexibility?
Do you value growth?
Do you value innovation?
Do you value loyalty?
Do you value quality?
Do you value reliability?
Do you value simplicity?
Do you value stability?
SOCIO-DEMOGRAPHIC ANALYSIS:
FREQUENCY ANALYSIS:
We applied the frequency procedure to analyze our socio-demographic data. The frequency
procedure in SAS allows us to know the number and percentage of time each value appears in a
specific category.
SAS gave us the tables from each variable’s PROC FREQ.
The age range of the respondent varies between 18 and 30, most of them being representatives of
Generation Z - younger people (with some percentage of Millennials). The highest percentage
was of 21 year old people (20%), followed by 24 years old (11.43%).
The respondents are divided between 62.86% of females and 37.14% of males.
As expected from the age range of the respondents, most of them being young, more than half of
the respondents are currently students (54.29%). Only 25.71% of them are working.
Most of the respondents are residents of Italy (76.19%), but we also had some international
students and workers currently living in Italy participating in the survey, like from Kazakhstan
(10.48%), Turkey (2.86%), Hong Kong (1.90%) and others.
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