Research Paper

On
Customer attitude and intention towards
“Uber” ridesharing service in Dhaka City
Course: MKT-631

Submitted to: Dr. Md Razib Alam

North South University

Submitted by: Afsana Manwar Nawrin

ID:1925134660
The Board tactics/Objectives
1.Clarify and finalize campaign objectives.
2.Define the target audiences.
3Identify the online and Mobile channel available.
4.Develop a strategy with unique tactics for each digital asset.
5.Define success through industry specific and relevant metrics.
6.Know the landscapes and benchmark result against competitors.

Specific Objective
To assess the knowledge of Digital Marketing in Facebook and websites.
Determine its present condition, popularity, advantages, services and how to get
sustainable future.
Topic: Customer attitude and intention towards
“Uber” ridesharing service in Dhaka City
1.Develop the sampling design of your own proposed research.
Ans:
Element: Office going users of ‘Uber’app in Bangladesh.
Sampling Unit: Email, Facebook
Extant: Dhaka city
Time: April 20021
Sampling Frame: Through Social Platform such as Uber app, Facebook, twitter,
Instagram by selecting age group over 18
Sampling Technique: Simple random sampling techniques are applying here.
Sample Size:20
Execution: Google survey form, Phone call survey

2. Develop two Likert scale statements related to your proposed research.

Ans:
1.Would you say there was value for your money?
o Yes
o No
2. How would you describe your trip's experience?
o Good
o Very Good
o Disappointing
o Average

3. Develop an example of a seven-point Semantic Differential Scale.

Ans:
How would you rate the quality of your ride service?
1.Extremely High Quality
2.High Quality
3.Average Quality
4.Low Quality
5.Bad Quality
6.Extremely Bad Quality
7.No Opinion

Extremel High Average Low Bad Extremel No

Services y High Quality Quality Quality Quality y Bad Opinion
Quality Quality
Driver
Behavior
Timelines
Safety
Covid19
Protection
Offers

4.Develop an example of a Rank Order Scaling

Ans:
What is your favorite ride sharing app? Select your top 4.

Instruction: Rank the following ride sharing app in order of your preference base
on their services, offers and facilities and assign them. Name the top most favorites
of yours.
Please complete the full procedure.

1.Uber
2.Pathao
3.MUV
4.SAM
5.Shohoz Rides
6.O Bhai
7.Hurryup Ride

5.Briefly summarize the primary scales of measurements with examples.

 Ans:
There are four types of primary scales
1.Nominal Scale
2.Ordinal Scale
3.Invertal Scale
4.Ratio Scale

Name of scale Definition Example Marketing Example

Nominal Scale Nominal scale is a naming scale, where Social Security nos.., Brand nos..,Store types
variables are simply “named” or Numbering of football
labeled, with no specific order. players, Male/Female
User/Not User

Ordinal Scale Ordinal scale has all its variables in a Quality ranking, ranking Preference ranking,
specific order, beyond just naming of teams in a tournament market position, social
them. class

Interval Scale Interval scale offers labels, order, as Temperature, Attitude,Opinion,Index

well as, a specific interval between Grand Point Average
each of its variable options.

Ratio Scale  Ratio scale bears all the characteristics Length, Weight, income, Age,Scale,income,costs
of an interval scale, in addition to that, age
it can also accommodate the value of
“zero” on any of its variables.