1. Department for Transport
The Department for Transport is the government department responsible for the English transport network and a limited number of transport matters in Scotland, Wales and Northern Ireland which are not devolved. The DfT is concerned about the number of injuries and fatalities caused by drink driving on Britain’s roads. They wish to run a new anti-drink driving campaign. For these types of campaigns, they normally use a variety of media including TV, radio, cinema, newspapers and magazines. For the next campaign, they want to consider using online media in addition. They have asked you, the research agency, to create a survey design which would allow them to measure the reach of the potential advertising campaigns and therefore help devise a strategy for the campaign. They are happy to consider interviewing face-to-face, by telephone or online, or a mixture of these. In addition, they want to assess the effectiveness of different messages (e.g. you’re putting others’ lives at risk, you could lose your driving licence etc) and how they resonate with different audiences. They have suggested that a segmentation approach may work well for this. You should write a proposal outlining your recommendation of the survey design including sample size, method of fieldwork, questionnaire content and how you would conduct the segmentation, justifying your approach in each case. Test your questionnaire using pilot work.
Vodafone is a global telecommunications company based in London. It is the world's largest mobile telecommunications company measured by revenues and the world's second-largest measured by subscribers, with around 341 million subscribers as of November 2010. It operates networks in over 30 countries and has partner networks in over 40 additional countries. Vodafone wish to understand whether the perception of their brand identity matches where they wish it to be and also to compare levels of customer satisfaction with that of rival networks. They have access to contact details of all of their contract customers but not all of the ‘pay as you go’ customers are registered and, therefore, not all of their contact details are available. They are asking the research agency to propose a sampling method which would obtain market share estimates for both pay monthly (PM) and pay-as-you-go (PAYG) customers. They also want to establish the brand perception of Vodafone in relation to other major networks. A further objective is to understand the drivers of satisfaction and dissatisfaction with the service and learn which are related to recommendation (if they are different). They also want the agency to propose other metrics which may be of interest. You should write a proposal outlining your recommendation of the survey design including sample size, method of fieldwork, questionnaire content and how you would measure the brand attributes and drivers of satisfaction, justifying your approach in each case.
3. The Times
The Times is a national newspaper, first published in 1785. The Times and its sister paper, The Sunday Times are published by Times Newspapers Limited, a subsidiary since 1981 of News International. News International is in turn wholly owned by the News Corporation group, headed by Rupert Murdoch. The Times had an average daily circulation of 441,205 in July 2011. The two main developments in recent times in the field of newspapers in the UK have been (a) the phone-hacking scandal (currently being investigated by Lord Leveson) and (b) the increasing propensity of newspapers and news to be sourced online. The Times is the first newspaper to introduce a full paywall subscription, so that online users have to pay to view articles. News International want to assess what difference this has made to the profile of the readership as well as the sales. In particular, they wish to be able to describe to advertisers the exact profile and range of readers that...
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