Market Research

Market research studies provide evidence for decision makers, program organizers and the community.  Additionally, this information provides baseline data for the program with the goal of evaluating its effectiveness.  These studies can be carried out by universities or marketing businesses.  The cost of the study should be included in the initial program budget.

The objectives of these studies are:

• To evaluate the degree of acceptance of the Ciclovía Recreativa on the part of potential users (business owners and residents in the program's zone of influence). 
• To evaluate willingness to participate in the program.
• To evaluate the perceived impact on the part of business owners whose businesses will be affected by the program.
• To evaluate the acceptance of the program's schedule.
• To characterize the community's behavior related to recreation and physical activity.
• To characterize the community with regards to quality of life.

The market research include four phases:

Phase No1: Selection of the sample that represents the study population

The study population includes: a representative sample of households within a 500-1000m radius of influence around the proposed route of the Ciclovía Recreativa and a representative sample of business owners along the preliminary route.  The optimal size of the sample depends on the population density of the city or municipality and available resources. 

Phase No 2: Design of the questionnaire and data collection

Two questionnaires should be developed.  One that will be applied to business owners and another that will be applied to households within the program's radius of influence.  The collection of data can be conducted in face to face interviews or over the phone. 

Survey form for neighbors and business owners.

Phase No 3: Analysis and presentation of the results

A descriptive analysis of the data that allows for the evaluation of the prevalence of support of the program, along with possible barriers and facilitators of the same, should be conducted.  Additionally, the descriptive analysis should provide the prevalence of recreation and physical activity related behavior before the initiation of the program.

Report on market research in Zapopan.

Phase No 4 Stakeholder Consultation and Agreement

Once the market research has been completed, agreement on the program should be sought from various stakeholders.  The purpose of this phase is to introduce the program and its purposes to different social groups, known as 'stakeholders in the program.'  The goal is to arrive at a consensus and resolve any problems in a personalized and inclusive manner.  Stakeholders are generally business owners, neighbors, neighborhood groups, representatives of political organizations, media, hospitals, religious centers, and transportation workers.

The following table contains a list of possible groups to contact: