Create a 7 page essay paper that discusses First Group: Bus Travel.5). In most cases, a marketing research can be utilized to allow our client to learn more about certain problem and/or opportunities

Create a 7 page essay paper that discusses First Group: Bus Travel.

5). In most cases, a marketing research can be utilized to allow our client to learn more about certain problem and/or opportunities related to marketing. Aside from learning more about the target market and uncontrollable environmental, political, economic, or situational factors, making full use of the marketing mix (4P’s) is highly recommended as a way of determining controllable factors that can effectively satisfy the specific needs and wants of the target market (Sumathi and Saravanavel, 2008, pp. 3 – 4).

The First Group plc is a transport company that provides transportation services not only in North American but also in UK (First Group, 2014a). As one of the largest transportation company in UK, the top management of First Group has been determined in knowing why people are hesitant in the use of public transportation.

To address the main purpose of the marketing research, the proposed marketing study will combine the use of quantitative and qualitative research survey techniques. First of all, the use of quantitative research technique is the best choice when it comes to allowing the marketing researcher to gather a more generalized response coming from more than 100 research survey respondents (Kaden, 2006, p. 121). This explains why the use of quantitative research technique is commonly used when it comes to examining the personal point-of-views of a large sample size research survey respondent (Meyers, 2009, p. 8).

The top management of First Group should also understand that the use of pure quantitative research method is not effective in terms of gathering subjective response from each of the research participants (Kaden, 2006, p. 121). Likewise, it is not easy to collect and interpret data coming from the actual research interviews of more than 100 research participants. In most cases, the use of qualitative research technique is best when there is a need to conduct an