Marketing research - anservitz
Waiting Time at a Dealership Analysis Report
Does it matter if you are accompanied or not?

Melissa Penate

Table of Contents
I. Executive Summary
II. Introduction
III. Research method and procedures
IV. Data analysis and findings
V. Conclusions and recommendations
VI. Limitations
VII. Appendixes

Executive Summary

Introduction
Car salesmen have been known to pounce on a new customer as the walk in the door. Do they have a set quota to how many customers they should approach throughout the day? Is there a difference in their approach time depending on whether the customer is alone or with someone? That it was I want to find out. I believe that the waiting time is different depending on whether the customer walks in alone, with a significant other, or with only their child.
I hypothesis that someone with a child will have a longer waiting time for the salesperson to approach them at the dealership.
Research Methods & Procedures
This section covers the methods and procedures used to conduct the research for the project.
Methods
I used to types of research methods: observation and analysis. Observation research is when one takes organized notes about occurrences in the world. Analysis research is when one collects data and organizes it based on criteria that the person develops.
I chose to use observation because I not only needed to collect quantitative data but also needed observe my surrounding to make sure that there weren’t any externalities that could scue the data. There were many controlled variables that needed to stay the same. For example, I visited the same Honda dealership on the same day, 7:00 p.m.
The reason I chose data analysis over others is that while I was at the car dealership I wanted to collect data on the amount of time it took the sales person to get to me from the moment I stepped in the business doors. You cannot acquire this information with another method of research unless it is secondary.

Procedures
There were many variables to consider when actually conducting the research. I had to keep most of the variables that I could control constant. There were of course many external variables that I had no control over.
I kept the variable of the car dealership location constant by visiting the same location every time, Carey Paul Honda on Highway 78. It was a bit difficult to keep the day of the visit constant because of time restrictions. I visited the location during the weekends: Friday, Saturday, and Sunday. I kept the time variable the same at 7:00 p.m. On Fridays I visited Carey Paul Honda by myself. Saturday’s I visited Honda with a male friend and pretended to be a couple. On Sunday’s I took my three year old son. There were seven visits in all.
Data Analysis & Findings
Data Analysis
I analyzed the research data with the intention of applying the information to prove my hypothesis. That is, I hypothesis that someone with a child will have a longer waiting time for the salesperson to approach them at the dealership.
To accomplish the analysis, I analysis using several approaches, such as descriptive analysis and using graphs. I was especially interested in seeing if the day the data was recorded affected the rest of the data.
Findings & Results
This section shows the results of the data, analysis, and related graphics/visuals that were collected.

Conclusions & Recommendations
In this section, we present the conclusions and recommendations, based on the finding of the report.
Conclusions
Based on the analysis, we can assert the following conclusions:
The research shows that there is a slight correlation between the time it takes for one to be approached and if you are alone, with a partner, or with a child.
The data also showed little variance of the wait time for the alone category.
There is a variance in the wait time for the with partner category over the six visits.
Recommendations
In this section, I provide specific