Research Proposal: Ubers Business Model Essay Example

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Research Proposal: Uber’s Business Model

Table of Contents

Introduction 3

Research Objectives 3

Approach to the Problem 4

Details of the Research Design and Methodology to be Applied 5

The Specific Research Technique Recommended 5

The Population(S) 6

The Sampling Design to be Used 6

Implementation Plan 7

Suggested Questions/Topics to be Investigated 8

Project Schedule 10

References 12


Uber’s business model shows how the company has taken over the transportation industries market share, in such a short period of time. This is due to their low cost structure and convenience of service for their customers. Showing that keeping the large amount of market share will be key for Uber to sustain growth and profits in the future. In addition the lack of insurance policies for the company’s drivers raises a big concern with the amount of cover Uber has for its employees. Developing negative feedback with the media outlets and communities. Showing that if Uber prioritise this issue by implementing it in the future it will have a positive impact on the company, giving the drivers more confidence and therefore more productivity for their business. Finally implementing fingerprinting will have long-term benefits, though costly and time effective to introduce. It will help expose any bad history of drivers, as this has been an ongoing issue for Uber, also giving consumers more confidence, as it will be a safer service.

This research proposal will explore into the issues related with consumers, and the ongoing problems occurring for the Uber drivers. Looking at physical and verbal abuse the drivers are receiving, damage to the Uber drivers’ properties and the ongoing risks (Mchugh 2016). These issues have been an ongoing for Uber drivers since the beginning. Detaining this problem will help maintain the success of the company’s growth for future investments.

Research Objectives

It is the objective of this research proposal to outline a plan of how to sustain driver’s safety, ensuring the companies riders’ issues can be resolved. To help maintaining their competitive advantage in the industries market share. The main focus of this research is qualitative market research methods to understand the customer’s perception of Uber drivers. Using both primary and secondary research sources to look at the safety concerns and risks involved for current drivers in the market. With the information gathered from this research, we will be able to implement valuable understandings of employee and consumers knowledge. To outline the changes needed to ensure that the rider issues could be resolved.

Approach to the Problem

The Research will be applied to a selected sample of the population; it will contain an exploratory study, including a mix of focus groups for Uber drivers and Uber passengers to find out where different people stand on the related issues. It will also include experience surveys to gain important information from people with experience in this field, to determine a better understanding of the customer related issues (Creswell 2014).

ating a clearer understanding of the problem. The research will attempt to establish the followingcreThe reasons why the exploratory approach best suits the problem area for Uber is due to the lack of information on this topic. The exploratory approach will help develop information and refine the related issues to provide more direction for the research (Eugene & Lynn). This approach will help explore the reasons why this issue is occurring,

  • What time of day are the issues arising for Uber drivers?

  • Why is the Uber driver turnover rate so high?

  • Are there issues drugs or alcohol related?

  • What are the specific guidelines set for passengers?

  • How can Uber help prevent these issues?

  • What are the most problematic areas for drivers?

Using the Exploratory approach for this research will help adopt grounded theory to generate more efficient information to be able to help generate a base hypothesis for the research objectives.

Details of the Research Design and Methodology to be Applied

The Specific Research Technique Recommended

). Therefore, deciding to use both interviews and surveys are important in ensuring better feedback are received from the audiences because of the nature of the question, which is understanding Uber’s business model. Camic, Rhodes and Yardley, 2003). The preference for surveys and interviews include the ability of the researcher for more in-depth data collection, both facial expressions and body language can be integrated in analysing the data, the researcher can seek for clarification and explanations, visual aids and stimulus materials can be used to assist in the interview, and the engagement with the participant can indicate the overall perception about the topic matter (Camic, Rhodes and Yardley, 2003The appropriate research technique is the use of interviews and surveys. The target is gathering the quantitative data from three major segments, which are the drivers, the customers, and general public such as government representatives and consultants (

The Population(S)

). For example, the drivers shade light on safety and health issues, security, and first hand experiences of challenges and benefits of working with Uber. The customers are individuals who have received the services. The customers would present data about their respective experiences with Uber products, their perceptions of overall services and their view or proposal in improving or changing the engagement. The general public includes the consultants and the government representatives. The consultants have the skills and competences to understand the operational nature and can provide a technical and informed perspective about Uber. The government representative would discuss the legal and policy situation shaping Uber. For example, the government representative would present some legislations and policies guiding Uber. Camic, Rhodes and Yardley, 2003). The population would be divided into three segments: drivers, customers, and general public. The drivers are individuals who understand the policies of Uber and experiences the challenges associated with the service (Cooper, Schindler and Sun 2006Even though the targeted population are persons with experiences with Uber products, persons with knowledge and awareness of Uber’s products and services would be considered (

The Sampling Design to be Used

). Uber drivers would also be traced through consultation with Uber organisation and other supportive bodies such as Uber associations and members. The other respondents would be visited at their respective offices and asked to participate in the study. It is expected that 50 respondents from each segment (drivers, consumers and general public) would be requested to contribute to the completion of the study. Camic, Rhodes and Yardley, 2003). A randomised and controlled approach of sampling technique would be employed. People would be asked randomly whether they use Uber services or have knowledge about Uber services. The individuals who have an understanding of these services would be requested to participate in the sample (Creswell and Poth, 2017). For example, each city or state may have its own unique legislations and policies, and focusing on such situations would bring a better understanding of the situation (Creswell, 2013The sampling design employs numerous approaches including the sampling frame, sampling technique and sample size. The sampling frame would target three states or major cities to understand the role of numerous issues in driving the position of Uber (

Implementation Plan

The wider purpose of employing the research design is to collect primary data from the participants and use the data to arrive at conclusions and recommendations. The following are the details for administration of the research:

  1. ). Baxter and Jack 2008Planning – this is the period in which the research analyses the situation, determines the areas whether the data would be collected, allocation of time, and ensuring the processes addresses objectives of the study (

  2. Gathering the resources – it includes creating and developing the instruments for collecting the data, reading already published materials to understand appropriateness of processes in place, and seeking other important resources for the completion of the study.

  3. Actual field work – the researcher collects the information from the participants

  4. ). Effective analysis of the data is crucial in furthering credibility and liability of the information, meaning the field work should pursue collecting actual information rather than manipulating the data. Hence, the analysing section determines whether the process was effective and whether the collected information is informative in understanding the Uber’s business model. Camic, Rhodes and Yardley, 2003Analysing the data – the researcher utilises different models and tools in analysing the data (

  5. ). The report should adhere to the general framework of reports, and used to clarify issues and matters leading to informed recommendations and conclusions. Camic, Rhodes and Yardley, 2003Writing the report – the entire phases and implementation requirements translates to writing the report (

Suggested Questions/Topics to be Investigated

The following are some of the sampled questions depending on the targeted participants:

  1. Driver’s

    1. How long have you been a driver?

    2. What are some of the challenges you are experiencing?

    3. Do you think Uber as an organisation is supportive in mitigating the challenges

    4. What is you general perception about Uber?

  2. Customer’s

    1. When was the last time you used Uber?

    2. What was your experience? Was the car clean? Was the driver professional?

    3. Do you think you will ever use Uber services and product?

    4. What are some of the areas that require readjustment?

  3. General public

    1. Do you know what Uber is?

    2. What do you think is the role of Uber in transport industry?

    3. Are there enough policies and legislations to guide the Uber business?

    4. Can you propose the future including the challenges and strengths that Uber would face?

Project Schedule

The following table summarises the activities and tasks allocated for each period in ensuring effective execution of the research:


Research Design and Planning

Finalizing on research questions and problems

Research design development

Research proposal preparation

Literature Review

Collecting and collating relevant literature

Preparation of literature review draft

Analyzing the literature review with lecturer

Data Collection

Sample planning finalization

Development of data collection instrument

Pilot data/pretest data collection instrument

Physical collection of the data

Writing up the data collection

Checking with lecturer

Data Analysis

Preparation of data for analysis

Analysis of data

Drawing recommendations — conclusions

Checking with lecturer

Writing up

Preparation of report draft

Engage with the supervisor

Editing the research document

Preparation for final submission


Baxter, P. and Jack, S., 2008. Qualitative case study methodology: Study design and implementation for novice researchers. The Qualitative Report, 13(4), pp. 544-559.

Camic, P.M., Rhodes, J.E. and Yardley, L.E., 2003. Qualitative research in psychology: Expanding perspectives in methodology and design. American Psychological Association.

Cooper, D.R., Schindler, P.S. and Sun, J., 2006. Business research methods (Vol. 9). New York: McGraw-Hill Irwin.

Creswell, J 2014, Research Design: Qualitative, Quantitative, and Mixed Methods Approaches, 4th Edition, viewed 9th August 2017

Creswell, J.W. and Poth, C.N., 2017. Qualitative inquiry and research design: Choosing among five approaches. Sage publications.

Creswell, J.W., 2013. Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.

Eugene M & Lynn E, 2015, Lynn University:Research Methods in the Social Sciences,

Mchugh M, 2016, Wired: Uber and Lyft Drivers Work on Dangerous Jobs but They’re on Their Own, viewed 8th August 2017