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J495 RideWithGPS Research Report Final

J495 RideWithGPS Research Report Final

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Published by Sherryi Smileyi

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Published by: Sherryi Smileyi on Nov 27, 2012
Copyright:Attribution Non-commercial

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12/04/2012

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Ride With GPSResearch Report 
Lauren Brookhart Maggie HiltyYi Hsuan Yang
 
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Table of Contents
Executive Summary:Introduction:Secondary Research:Primary Research:Research Question:Method:Quantitative Survey:Qualitative Interview:Results:Discussion:Limitations:Conclusion:
 
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Executive SummaryIntroduction
Zack Ham, creator and founder of Ride With GPS approached us to conduct market research in order to learn how to correctly and efficiently target Ride With
GPS’ consumer audience. In our research we sought to assist Ride
With GPS inexpanding their clientele of cyclists as well as expanding the resources available tothem through the development of relationships with bike shops in Eugene, Oregon.Our research goal was to gain understanding about bike shops and cyclists and theirrelationship with Ride With GPS. We want to identify the key advantages that consumers believe Ride With GPS offers, rather than what the company claims. Byknowing more about the consumers, we can then find ways to further the payingcustomer base. Through quantitative and qualitative data, we gained anunderstanding of West Coast cyclists and bike store employees in order to learnmore about both their demographic and needs. We covered topics in our researchfrom basic demographic questions to in-depth inquires into thoughts and feelingsabout local companies and consumerism and beneficial features of tracking systems.We are attracted to the idea of business growth from a small local companywith a limited number of clientele into a larger, more diverse consumer base on anational and international level. We believe that increasing the awareness of RideWith GPS within the Eugene area community would be an ideal step in growing as acompany. Eugene consumers can help foster the strength and loyalty of thecustomer base in the same city where the company and technology was created.

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