Structuring market research
The structure of the research determines who carries out each task - including whether it should be carried out internally or be outsourced.
1. Looking at existing structures
Activities that help to create the right pre-conditions and involve the necessary stakeholders for putting the marketing research successfully into practice are specific and should be tailored to individual situation. But there are some universal issues that should be checked when market research is planned:
- analysis of the organisational model of the public transport market (defining stakeholders and their scope of responsibilities and tasks)
- analysis of current marketing research activities of particular stakeholders (i.e. transport operators, the public authority, the public transport authority, the regional authority, etc…);
- determine whether integration of the measure is possible within the existing structures or if a new unit needs to be developed within the public transport authority or operator