Professional Documents
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1. The management decision problem is: How should Amtrak change the Acela service to
regain lost passengers particularly in Northeast area?
2. The marketing research problem is to determine consumer preferences for alternative
means of transportation and to determine how consumers evaluate Acela as compared to major
airlines. Specifically,
a. What criteria do consumers use to select a means of transportation when traveling
long distances in the Northeast corridor?
b. How do consumers evaluate Acela on the criteria identified in question a?
c. How do consumers evaluate the major airlines on the criteria identified in
question a?
d. What is the demographic and psychographic profile of customers who like to
travel by Acela? How does it differ from the profile of customers who do not like
to travel by Acela?
3. Exploratory research should be conducted first to identify the factors that influence the
satisfaction toward Acela. This research should include an analysis of secondary data as well as
focus groups. The exploratory phase should be followed by descriptive research in the form of a
single cross-sectional survey to determine customer satisfaction with Acela.
4. Travel industry journals and statistics will help Amtrak better assess the market trends,
customer preference, and competitive environment. General syndicated surveys should be useful
as well. Specifically, travel and dining habits and practices as a part of Psychographic and
Lifestyle surveys should provide relevant information. Nielsen Television Index (NTI) provides
information on who was watching which program, so that audience size and demographic
characteristics can be calculated.
5. In this case, focus groups seem to be sufficient even though depth interviews can uncover
greater depth of emotions than can focus groups.
6. Personal on-train interviews and satisfaction feedback forms for the passengers could be
used to determine customer satisfaction toward Acela considering the relevance and convenience
of the respondents.
7. A Likert scale could be used to measure customer satisfaction toward Acela as follows:
8.
Strongly Strongly
Disagree Agree
I am satisfied with the Acela Service 1 2 3 4 5
ACELA QUESTIONNAIRE
PART A
Q5. Please indicate the importance of the following factors in your selection of a means of
transportation, such as an airline or a train. Please use a five-point scale, where 1 = Not at
all Important, and 5 = Very Important.
Not at all Very
Important Important
a. Timely Service 1 2 3 4 5
b. Cleanliness 1 2 3 4 5
c. Comfortable 1 2 3 4 5
d. Friendly Atmosphere 1 2 3 4 5
e. Roomy Space 1 2 3 4 5
f. Good Food 1 2 3 4 5
g. Reasonable Price 1 2 3 4 5
h. Travel Convenience 1 2 3 4 5
Q6. Please evaluate Acela on the following factors using a five-point scale, where 1 = Very
Poor, and 5 = Very Good.
Very Poor Very Good
a. Timely Service 1 2 3 4 5
b. Cleanliness 1 2 3 4 5
c. Comfortable 1 2 3 4 5
d. Friendly Atmosphere 1 2 3 4 5
e. Roomy Space 1 2 3 4 5
f. Good Food 1 2 3 4 5
g. Reasonable Price 1 2 3 4 5
h. Travel Convenience 1 2 3 4 5
Q7. Please evaluate the major airlines on the following factors using a five-point scale, where 1
= Very Poor, and 5 = Very Good.
Very Poor Very Good
a. Timely Service 1 2 3 4 5
b. Cleanliness 1 2 3 4 5
c. Comfortable 1 2 3 4 5
d. Friendly Atmosphere 1 2 3 4 5
e. Roomy Space 1 2 3 4 5
f. Good Food 1 2 3 4 5
g. Reasonable Price 1 2 3 4 5
h. Travel Convenience 1 2 3 4 5
Q8. What would be the best way for Acela to compete with alternative transportation,
particularly airlines?
a. _____ Lower prices
b. _____ Offer new services and routes
c. _____ Increase advertising
d. _____ Offer specials and promotions
e. _____ Other (Please specify)
PART B
In this part we would like to ask you some questions for classification purposes.
Q16. What is the approximate combined annual income of your household before taxes?
1. $30,000 or less _____
2. $30,001 to 50,000 _____
3. $50,001 to 75,000 _____
4. $75,001 to 100,000 _____
5. $100,001 to 150,000 _____
6. $150,001 and over _____