The study about subway traffic . Executive summary prepared by OR for Beta Cons and Euromedia. Summary. The context and the objectives of the research …………………………………………3 Commercials: attitudes and awareness ........................................................ . ............ 11
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Executive summary prepared by OR for Beta Cons and Euromedia
1The research stages
The methodology guided by the question: What type of audience indicators we want?
Representative panel for the Bucharest
Panel subway users
Panel refresh (trimestrial)
Underpanel representative subway users
PANELWe started from a larger panel, representative for all Bucharest population, of 2,000 persons. The panel has been aleators stratified multistage, stratified according to field distribution and with the fallowing selection stage: street (selection from the Bucharest stree list), household (aleators, according with the initial number, according to selection step, according to the random method route), person (aleators according to the most near birthday). For the panel, the sample consisted in 431 persons
ANALYSIS Uni and multi variated analysis. Both samples have been balanced. Panel’s share have been the ones obtained from the total sample.
WHEN?12 July – 8 August
% Bucharest citizens
Principalul motiv – o singura mentiune
The reasons of subway use – multiple choice (%)
Baza: % utilizatori metrou
Dedicated activities – one mention
Noticed activities - main activity
(alternative methodology: subway surveys)
Base: % subway users
How often do yow look at the advertising panels in the subway…..
* Described in another chpater
Educated population: more than half have medium studies and 1 of 4 have superior studies.
Almost half of the subway users are adults and young adults
Women and men
A few categories of jobs stand in front: pensioner, non – manually ocupation and students.
Almost half (38%) are the ones who shop or take the shopping decisions. Approximate 1 of 3 subway users are the ones who bring the most money in the household.
Often medium income and high income. Half of the respondent have a medium or high income
Even if 1 of 4 persons that take the subway are pensioners - less than 6% from the total rides with the subway are made by these (data presented in the next chapter )
Nota metodologica: procentele sunt calculate ca si
consum metrou (nr. calatorii ) / utilizatori metrou (profil sociodemografic)