NAME/Nº ________________________________________________ MR Dec21
CASE
Increasingly, people are demanding low-carbon travel. To meet this demand, rail is being
promoted as an alternative to air travel, including on long-distance routes between European
cities. Some companies want to take advantage of this demand by creating night train routes
between European capitals. This is the case of the French company Midnight Trains, which is
considering offering the Madrid-Paris and Barcelona-Paris routes by night train. The two cities
are, in turn, well connected by train to other Spanish cities and could therefore attract travelers
living in other parts of Spain. The night trains aim to attract both the tourist and business
segments and will offer private cabins, restaurants, a leisure area and toilets complete with
showers, as well as wifi connection and workspaces for business customers. Tickets can only be
purchased on its website or mobile app.
In order to carry out the financial viability plan to attract investors from all over the world,
Midnight Trains wants to carry out a study in Spain to estimate the number of travelers on routes
from Spain to Paris in the tourist segment. Specifically, they want to find out the general
assessment of the train and its services (in particular, the design of the private cabins with
shower, restaurant, and leisure area), the intention to book the trip and the amount they would
be willing to pay per journey. They need this information by socio-demographic profile. Given
the importance of the study for the company, they have no time and money constraints.
1. Determine the Purpose of the research (0,75 points)
2. Determine the Objectives of the research (0,75 points)
3. Determine the Target Audience of the research (0,5 points)
4. Select and justify the technique that should be used in the study. (2 points)
¿ Quantitative or qualitative? JUSTIFIES WITH AT LEAST TWO REASONS.
Specific technique. JUSTIFIES WITH AT LEAST THREE REASONS.
5. Designs the structure of the data collection instrument appropriate to the tecnique (1,5
points)
A) if you have chosen a qualitative technique, provide THE SCHEME of a dotted line,
specifying its parts and an example of a question in each part applied to the case.
B) if you have chosen a quantitative technique, write a Likert scale question and a filter
question APPLIED TO THE CASE. Remember all you have to include to make it a complete
question.
6. Answer these short questions (1,5 points)
• In the proposed case, who is responsible for writing the briefing?
• The research project is owned by the company to which it is submitted True or False?
Justify
• The final report should only contain the conclusions of the study; the rest is already
known to the client. True or false? Justify your answer
2
7. Retail panel (1,2 Points)
Market in Kilos & Euros Universe: 1.000 Shops COFEE MARKET
SALES IN VOLUME
Ab2 Jl20 Ag2
My20 Jn20 S20 O20 N20 D20 E21 F21 Mr21 Ab21
0 0
MARKET 98 97 119 135 153 144 124 98 95 94 94 91 93
Brand A 55 55 66 76 87 77 71 54 53 53 53 51 53
Brand B 22 21 28 32 36 35 27 22 22 20 21 20 20
Brand C 21 21 25 27 30 32 26 22 20 21 20 20 20
SALES IN VALUE
MARKET 554 548 673 767 861 819 699 556 537 532 531 515 525
Brand A 275 275 330 382 435 385 355 270 265 265 265 255 265
Brand B 132 126 168 192 216 210 162 132 132 120 126 120 120
Brand C 147 147 175 193 210 224 182 154 140 147 140 140 140
• Calculate and explain what are the YTD AB 21 and TAM AB21 of volume sales for brand
A.
• Is it a seasonal market? Justify your answer
• Calculate the share of brand B in value and volume in the last period.
• Brand B is selling above or below the market average?
3
8. Consumer panel (0,8 points)
Universe: 10.000.000 homes COFEE MARKET Data in kilograms
% relative Average
% Population % Homes households purchase
Total 100 24 100
Housewife's age
Less than 35 years 18,3 13,5 10,3 5,3
from 35 to 49 years 38,7 17,5 28,2 4,0
From 50 to 65 years 26,6 29,3 32,5 6,8
More than 65 years 16,4 42,4 29 2,5
Habitat
< 2000 8,4 16,6 5,8 4,6
2.000 - 10.000 12,6 15,6 8,2 5,9
10.001 - 100.000 25,1 20,6 21,5 3,2
100.001 - 500.000 18,6 25,3 19,6 5,4
More than 500.000 35,3 30,5 44,9 6,3
• What does 28.2% relative penetration mean for households aged 35-49?
• Which age segment is the most attractive in terms of (i) number of buyers and (ii)
buying intensity?
9. Quantitative Analysis (1 point)
A survey was carried out among a sample of 627 people, asking them: "How important are each
of these aspects to you when you make your food purchases? They were presented with various
criteria for purchasing a food, such as price, taste, healthiness, or compatibility with a specific
diet. They answered on a scale from 1 (Not at all important) to 7 (Very important) for each
aspect.
In addition to the importance of each criterion, they wanted to analyze the relationship between
the importance given to each criterion and each of the others. In particular, they wanted to find
out whether when you care a lot about health or taste you tend to care less about price. The
results were analyzed in Jamovi and are presented below.
Price Taste Health
Taste Spearman's rho 0.317 —
p-value < .001 —
4
Price Taste Health
Health Spearman's rho 0.325 0.495 —
p-value < .001 < .001 —
• What analysis has been done and why has an analogous analysis not been done?
• Interpret the table and draw a conclusion about the data.