MKT FPX 5416 Assessment 2 Rollin’ Auto Consumer Research Plan

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Capella University

MKT-FPX 5416 Consumer Insights

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Date

MKT FPX 5416 Assessment 2: Rollin’ Auto Consumer Research Plan

Executive Summary

Rollin’ Auto can strengthen its position in the mobile auto repair industry by understanding what customers value most when choosing an automotive service provider. A structured consumer research plan will help the company identify customer expectations, evaluate concerns about traditional auto repair services, and make informed decisions about future growth. The proposed research focuses on three major consumer priorities: customer relationships, honesty and trust, and convenience and flexibility.

Rollin’ Auto is a family-owned mobile auto repair business established in fall 2021. The company began operations with two service trucks that travel to customers’ homes and workplaces to perform routine maintenance and selected repairs. Its services include oil changes, vehicle inspections, brake replacements, windshield repairs, tire rotations, and other automotive services. Following the company’s initial success, two investors provided funding to support further development and expansion.

To guide investment decisions, Rollin’ Auto plans to conduct quantitative consumer research using a structured survey and a non-probability quota sampling approach. The study will gather feedback from different consumer groups about preferred communication methods, pricing transparency, service scheduling, repair documentation, loyalty programs, and mobile repair options. The findings will help the company identify customer needs, prioritize service improvements, and develop strategies for sustainable growth. Because the proposed sample is non-random, the results will be most useful for identifying patterns and generating practical insights rather than representing the entire market statistically.

Introduction and Background

The automotive repair industry presents several challenges for consumers, including uncertainty about repair costs, concerns about service quality, difficulty establishing trust with mechanics, and the inconvenience of arranging vehicle maintenance. These challenges create opportunities for businesses that can provide reliable service, transparent communication, and flexible scheduling.

For Rollin’ Auto, understanding these concerns is essential because customer satisfaction can influence repeat purchases, referrals, and long-term business growth. The company’s mobile service model offers a potential advantage by allowing customers to receive selected automotive services at home or work instead of traveling to a traditional repair shop. However, the company must determine whether customers value this convenience, what additional services they expect, and which concerns might prevent them from using a mobile mechanic.

The proposed consumer research plan focuses on three major areas: customer relationships, honesty and trust, and convenience and flexibility. These priorities provide a foundation for examining customer expectations and identifying improvements that can differentiate Rollin’ Auto from competing automotive service providers.

Customer Relationships and Service Quality

Customer relationships are a major consideration when consumers select an automotive repair provider. Customers want mechanics to listen to their concerns, explain technical problems clearly, respond to questions, and treat them respectfully. When service providers fail to communicate effectively or address complaints, customers may lose confidence and look for another business.

The supplied research from UpSwell Marketing (2021) reported that only 34% of surveyed consumers were consistently satisfied with their current auto service provider. This finding suggests that customer satisfaction may be an important opportunity for businesses seeking to improve retention and strengthen their reputations. However, the percentage should be interpreted within the context of the original survey’s sample and methodology.

Rollin’ Auto can use this information to evaluate how customers prefer to communicate with technicians, receive service updates, and resolve concerns. For example, some customers may prefer a phone call when discussing complex repairs, while others may find text messages more convenient for appointment reminders and routine updates.

The company should also consider how the service experience affects customer perceptions. Clear explanations, courteous interactions, punctual arrivals, and consistent follow-up can help customers feel valued. By collecting feedback about these factors, Rollin’ Auto can identify specific improvements that support stronger customer relationships.

Honesty, Trust, and Pricing Transparency

Trust is another major concern in the auto repair industry. Customers may worry about being charged for unnecessary repairs, receiving inaccurate diagnoses, or paying more than expected. These concerns can become more significant when customers lack the technical knowledge needed to evaluate a mechanic’s recommendations.

A Tire Business report published in December 2016 discussed an AAA survey indicating widespread consumer distrust of auto repair shops. The supplied material also reports that 76% of consumers believed mechanics recommended unnecessary services, 73% believed they were overcharged, and 49% worried that repairs would not be completed correctly. These figures reflect the historical survey cited in the original material and should not be interpreted as current industry-wide estimates without additional verification.

For Rollin’ Auto, the findings highlight the importance of transparent pricing and honest communication. Customers should receive an understandable estimate before work begins, including the expected cost of parts and labor when applicable. If a technician discovers an additional problem, the customer should be informed and asked to approve the additional work before charges are incurred.

The company can also improve trust by explaining why a repair is recommended, distinguishing urgent safety concerns from routine maintenance, and providing a clear invoice describing completed services. Where appropriate, photographs, inspection notes, and maintenance records may help customers understand the condition of their vehicles.

UpSwell Marketing (2021) reported that consumers connected reasonable pricing with positive service experiences. For Rollin’ Auto, this reinforces the value of combining competitive pricing with clear explanations and dependable workmanship. The research survey will therefore examine how important upfront estimates, detailed invoices, and customer choice are to potential users.

Convenience and Scheduling Flexibility

Convenience is particularly relevant to consumers who depend on their vehicles for commuting, family responsibilities, and work. Taking a vehicle to a repair shop may require arranging transportation, waiting for service, or adjusting a busy schedule. These challenges can cause customers to postpone routine maintenance.

The supplied material cites a Ratchet+Wrench report from 2017 indicating that some consumers delay vehicle maintenance because they cannot find a convenient appointment time. It also references concerns about repair duration and being without a vehicle. These historical findings suggest that scheduling barriers deserve further investigation, although current customer data would be needed to establish how widespread the problem remains.

Rollin’ Auto’s mobile repair model directly addresses some of these challenges by bringing selected services to a customer’s home or workplace. However, the company must determine which appointment options, service locations, communication methods, and scheduling features customers prefer.

MKT FPX 5416 Assessment 2 Rollin’ Auto Consumer Research Plan

The proposed survey will ask whether customers would rather receive service at home or work, schedule appointments themselves, or use automated reminders based on their vehicles’ maintenance schedules. It will also explore interest in a mobile application that provides service history, upcoming appointments, payments, and cost information.

Understanding these preferences will help Rollin’ Auto determine which convenience features offer the greatest value. The company can then prioritize improvements based on customer demand, operational feasibility, and expected business benefits.

MKT FPX 5416 Assessment 2: Rollin’ Auto Consumer Research Plan

Secondary Data and Information

Secondary research provides existing information that can help Rollin’ Auto develop its consumer survey and identify issues that deserve further investigation. Sources cited in the original material include AAA, USA Today, Consumer Reports, Ratchet+Wrench, and UpSwell Marketing. Together, these sources provide background on customer trust, service preferences, pricing concerns, and barriers to routine maintenance.

Secondary data can help the company understand the context of its research questions, but the findings must be interpreted carefully. Some of the cited reports date back several years, and their results may not reflect current consumer expectations, technological developments, or market conditions. Differences in sample size, survey wording, geographic coverage, and research methods can also affect comparisons between studies.

Secondary Data on Customer Preferences

The historical research cited in the supplied material suggests that some consumers prefer neighborhood repair shops because of familiarity, personal relationships, and positive past experiences. The USA Today article Consumers Prefer Neighborhood Shops (1996) provides background on the role of local service relationships, while UpSwell Marketing (2021) offers more recent historical information about satisfaction with auto service providers.

For Rollin’ Auto, these findings suggest that local reputation and personal service may be important differentiators. Although the company operates as a mobile repair provider rather than a traditional shop, it can still develop neighborhood relationships through reliable appointments, clear communication, customer referrals, and consistent service quality.

The research should also explore whether consumers value technician knowledge, faster service, cleaner work practices, or better communication. These factors can influence perceptions of service quality and help Rollin’ Auto determine which elements deserve priority in its customer experience strategy.

Secondary Data on Trust and Repair Costs

The AAA survey reported by Tire Business (2016) highlights historical concerns about unnecessary repairs, overcharging, and repair quality. Consumer Reports’ article Can You Trust Your Car Repair Shop? (Monticello, 2018) also provides background for examining consumer confidence in automotive service providers.

These sources suggest that Rollin’ Auto should investigate the relationship between trust and transparency. Customers may be more comfortable approving repairs when they understand the diagnosis, receive a clear estimate, and know that additional work will not proceed without authorization.

The company can use its survey to determine whether customers prefer itemized invoices, written estimates, technician explanations, or digital service records. It can also ask whether customers want to choose their technician when scheduling service. These questions will help the business identify practical ways to strengthen trust and encourage repeat use.

Secondary Data on Maintenance Delays

The Ratchet+Wrench report Report: Why Customers Delay Routine Maintenance (2017) provides historical context for examining the scheduling and convenience barriers that affect vehicle maintenance. Customers who struggle to arrange appointments may postpone necessary services, potentially increasing the risk of more expensive repairs later.

Rollin’ Auto can investigate these barriers by asking consumers about their preferred appointment times, service locations, and scheduling methods. The company should also assess whether automated maintenance reminders, flexible arrival windows, and online appointment management would improve the customer experience.

By combining secondary research with its own survey results, Rollin’ Auto can distinguish general industry concerns from the specific preferences of its target market. This distinction will be important when deciding which service features and investments are most likely to support growth.

Research Plan

Rollin’ Auto will use a quantitative research approach to collect structured responses from potential and existing customers. Quantitative research is appropriate because the company wants to compare customer preferences, count responses, and identify recurring patterns across several consumer groups.

A standardized questionnaire will allow respondents to answer the same core questions. The results can then be organized into tables and summarized using response counts and percentages. Although the proposed non-probability sample will limit the generalizability of the findings, it can provide useful exploratory evidence for business planning.

The survey will examine communication preferences, pricing transparency, service locations, repair documentation, scheduling options, technician choice, loyalty incentives, advertising, digital service management, and preferences for mobile versus traditional repair services.

Proposed Consumer Survey Questions

The following ten questions will guide data collection.

1. How would you prefer to communicate with Rollin’ Auto?

• In person

• Text message

• Phone call

• Smartphone application

2. How important is it for you to know the total expected cost before automotive service begins?

• Very important

• Somewhat important

• Neither important nor unimportant

• Somewhat unimportant

• Not important at all

3. Where would you prefer to receive mobile automotive service?

• At home

• At my workplace

• At another convenient location

• I prefer to visit a traditional repair shop

4. What type of service documentation would you prefer after a repair?

• A brief invoice listing the services performed

• A detailed report explaining the work and inspection findings

• A digital record with the invoice and service history

• No preference

5. How would you prefer to schedule routine vehicle maintenance?

• Schedule each appointment myself

• Receive automatic reminders based on my vehicle’s maintenance schedule

• Use automatic scheduling with the option to make changes

• No preference

6. How important is it to choose the mechanic who services your vehicle?

• Very important

• Somewhat important

• Neither important nor unimportant

• Somewhat unimportant

• Not important at all

7. Which offers would encourage you to remain a loyal Rollin’ Auto customer? Select all that apply.

• Free tire rotation with an oil change

• Loyalty reward points

• Business or employer discounts

• Annual membership with service discounts

• Referral discounts

• Other offers

• None of these

8. How important is advertising when deciding which automotive repair provider to use?

• Very important

• Somewhat important

• Neither important nor unimportant

• Somewhat unimportant

• Not important at all

9. If Rollin’ Auto offered a mobile application to view service history, payments, upcoming appointments, and estimated costs, how likely would you be to use it?

• Very likely

• Somewhat likely

• Neither likely nor unlikely

• Somewhat unlikely

• Very unlikely

10. Which service option would you generally prefer?

• Mobile repair at my home or workplace

• A traditional brick-and-mortar repair shop

• A combination of mobile and traditional repair services

• No preference

These questions are designed to identify which service features customers value and where Rollin’ Auto may need to improve. The response options include neutral and alternative choices where appropriate to reduce the risk of forcing participants into a preference that does not reflect their views.

The company can also consider including an optional open-ended question asking respondents what would make them more confident in an automotive repair provider. Although open-ended answers require additional categorization, they may reveal concerns that the structured questions do not capture.

Sampling and Data Collection

Rollin’ Auto will use a non-probability sampling method because the company intends to gather exploratory feedback from specific consumer groups within a practical research budget. Under non-probability sampling, participants are selected through a process that does not give every member of the target population a known chance of selection. This approach can be useful for early-stage market research, but it limits the extent to which findings can be generalized to the broader population (Schiffman & Wisenblit, 2019).

The proposed sampling strategy is quota sampling. The company will aim to recruit six respondents from each of seven consumer categories:

Consumer category	Target respondents
Adults aged 55 and older	6
Adults aged 40–54	6
Adults aged 26–39	6
Adults aged 18–25	6
Business owners or representatives of businesses with more than 500 employees	6
Families with more than one child	6
Consumers who identify as budget-conscious	6
Total target sample	42

Note: Participants may belong to more than one category. The target of 42 represents 42 individual respondents, not a separate set of participants for every category. The recruitment process should record overlapping categories so that the same person is not counted as multiple respondents in the overall sample.

The company will seek participants through existing customers, local business locations, automotive events, dealerships, and other appropriate community settings. Recruitment at these locations may provide access to people with different experiences and service preferences. However, relying on convenient recruitment locations may introduce selection bias, especially if many participants already use automotive services or are familiar with Rollin’ Auto.

To improve the usefulness of the data, the company should clearly define eligibility criteria, use consistent recruitment procedures, and track how many people decline to participate. If the study includes business representatives, the questionnaire should clarify whether they are answering about personal vehicle maintenance or fleet-service purchasing decisions.

Before completing the survey, participants will receive a brief explanation of the study’s purpose, the voluntary nature of participation, and how their information will be handled. Responses should be kept confidential, identifying information should be minimized, and the company should report findings in aggregate wherever possible.

The questionnaire should be tested with a small number of participants before full data collection. This pilot test can reveal unclear wording, confusing response options, or questions that require additional choices. Revising the survey before launch will improve consistency and help reduce missing or unusable responses.

Data Analysis and Interpretation

After collecting the completed questionnaires, Rollin’ Auto will organize the responses into a structured spreadsheet or data matrix. Each row will represent a respondent, and each column will represent a survey question or relevant consumer category. This arrangement will make it easier to summarize preferences and compare response patterns.

The company will begin with descriptive analysis, including response counts and percentages. For example, the results may show how many respondents prefer text messaging, how many consider upfront pricing very important, and how many would use a digital service-history application.

The findings can then be grouped by consumer category to explore differences between age groups, families, business-related respondents, and budget-conscious consumers. Because participants may belong to several categories, the company should clearly identify overlapping membership when comparing groups.

The following table illustrates one way to organize survey results. The numbers are hypothetical examples, not actual research findings.

Survey question	Response A	Response B	Response C	Response D
Preferred communication method	7	15	12	8
Importance of upfront pricing	28	9	3	2
Preferred service location	18	14	7	3
Preferred service documentation	10	20	9	3

Note: These example totals are illustrative only. Actual response categories will vary by question, and each question should be analyzed using its own complete set of valid responses.

Rollin’ Auto should not assume that a non-probability sample makes statistical analysis entirely inappropriate. Descriptive statistics, including counts, percentages, and simple comparisons, can still summarize the responses. However, because participants are not selected randomly, the company should avoid treating the results as statistically representative of all consumers or making population-wide conclusions based on the sample alone.

The analysis should also distinguish between association and causation. For example, if budget-conscious respondents frequently prefer upfront estimates, that pattern may suggest a useful service feature, but it does not establish that budget concerns alone caused the preference.

After reviewing the findings, the company can rank customer priorities according to response frequency, strategic relevance, cost, and feasibility. This approach will help management identify which improvements should be implemented first and which require additional research.

Using Research Findings to Improve Business Strategy

The value of consumer research depends on how effectively the results inform business decisions. Rollin’ Auto should translate its findings into practical service improvements and measurable objectives.

If respondents emphasize communication and customer relationships, the company could introduce appointment confirmations, service-status updates, customer feedback requests, and standardized procedures for resolving complaints. These measures would help ensure that customers receive consistent information throughout the service process.

If pricing transparency emerges as a leading priority, Rollin’ Auto could provide written estimates, itemized invoices, explanations of recommended repairs, and approval requests before performing additional work. Management could also review how clearly the company communicates labor charges, parts costs, and any applicable service fees.

If convenience is a major preference, the company could explore extended appointment windows, online booking, automated maintenance reminders, or a digital portal for invoices and service records. Before investing in a full mobile application, Rollin’ Auto should evaluate the expected demand, development cost, security requirements, and potential return on investment. A simpler booking system or customer portal may be a more practical starting point.

Loyalty incentives should also be based on customer feedback and financial feasibility. Referral discounts, maintenance packages, or rewards for repeat visits may encourage retention, but the company should estimate the cost of each offer and measure whether it produces additional bookings and profitable customer relationships.

Finally, Rollin’ Auto should monitor the results of any changes it implements. Useful indicators may include customer satisfaction ratings, repeat booking rates, complaint frequency, appointment punctuality, average service revenue, and referral activity. Tracking these measures over time can help management determine whether its decisions are improving customer experiences and supporting sustainable growth.

Conclusion

Rollin’ Auto can use consumer research to identify the service features and business practices most likely to attract and retain customers in the mobile auto repair market. The proposed research focuses on three major concerns: customer relationships, honesty and trust, and convenience and flexibility. Secondary sources provide background on these issues, while a structured survey will help the company gather feedback from 42 respondents across selected consumer categories.

The non-probability quota sampling approach is suitable for exploratory research and practical market planning, provided its limitations are clearly acknowledged. By organizing responses into tables, summarizing customer preferences, and comparing patterns across groups, Rollin’ Auto can identify opportunities to improve communication, pricing transparency, scheduling, service documentation, and customer loyalty.

Ultimately, the research will help the company make more informed decisions about where to invest its resources as it grows. Combining customer feedback with financial analysis, operational planning, and ongoing performance monitoring can help Rollin’ Auto build stronger customer relationships and establish a competitive position in the mobile automotive service industry.

Frequently Asked Questions

What is the purpose of the Rollin’ Auto consumer research plan?

The purpose is to understand consumer preferences and concerns about automotive repair services so that Rollin’ Auto can improve customer satisfaction, strengthen trust, increase convenience, and make informed business-growth decisions.

Why should Rollin’ Auto conduct consumer research before expanding?

Consumer research helps the company identify which services and features customers value most. This information can guide investments in scheduling systems, pricing transparency, customer communication, loyalty programs, and digital service tools while reducing the risk of investing in features that customers do not want.

Why is non-probability quota sampling appropriate for this study?

Non-probability quota sampling allows Rollin’ Auto to gather feedback from selected consumer groups without requiring a complete list of the target population. It is practical for exploratory market research, although the results cannot automatically be generalized to all automotive service consumers.

How many participants will take part in the proposed survey?

The plan targets 42 individual respondents, with six participants recruited for each of seven consumer categories. Because participants may qualify for more than one category, the company should track overlapping memberships to avoid counting the same person more than once in the total sample.

What are the three main consumer concerns identified in the research plan?

The three main concerns are customer relationships and service quality, honesty and trust in repair recommendations and pricing, and convenience and flexibility when scheduling automotive maintenance.

How will Rollin’ Auto analyze the survey results?

The company will organize responses into a data matrix and summarize them using counts, percentages, and comparisons across consumer categories. The findings will help identify recurring preferences and potential service improvements, while the non-random sampling method will limit population-wide conclusions.

How can Rollin’ Auto build customer trust?

Rollin’ Auto can build trust by providing clear estimates, explaining recommended repairs, obtaining approval before performing additional work, issuing detailed invoices, protecting customer information, and delivering consistent service quality.

How can mobile auto repair improve customer convenience?

Mobile auto repair can reduce the need to travel to a repair shop by bringing selected services to a customer’s home or workplace. Flexible scheduling, appointment reminders, online booking, and accessible service records can further improve the customer experience.

References

American Automobile Association. (2016, December 6). AAA survey: Drivers leery of auto repair shops. Tire Business. https://www.tirebusiness.com/article/20161201/NEWS/161209989/aaa-survey-drivers-leery-of-auto-repair-shops

Consumers prefer neighborhood shops. (1996, April). USA Today, 124, 3. https://www.proquest.com/magazines/consumers-prefer-neighborhood-shops/docview/214517056/se-2

Monticello, M. (2018, December 27). Can you trust your car repair shop? Consumer Reports. https://www.consumerreports.org/car-repair-shops/can-you-trust-your-car-repair-shop/

Report: Why customers delay routine maintenance. (2017, September 11). Ratchet+Wrench. https://www.ratchetandwrench.com/articles/5181-report-why-customers-delay-routine-maintenance

MKT FPX 5416 Assessment 2 Rollin’ Auto Consumer Research Plan

Schiffman, L. G., & Wisenblit, J. L. (2019). Consumer behavior (12th ed.). Pearson.

UpSwell Marketing. (2021, February 24). Survey finds that most Americans are not completely satisfied with their current auto service provider. PR Newswire. https://www.prnewswire.com/news-releases/survey-finds-that-most-americans-are-not-completely-satisfied-with-their-current-auto-service-provider-301234491.html

Wysocky, K. (2020). Customers can cash in on the loyalty program: Retailers’ efforts keep returning consumers for service and new vehicles. Automotive News, 94(6919), 15.

United States auto mechanics market: Growing disposable income will increase consumer demand for industry services: Auto mechanics in the US—Industry market research report. (2014). Newstex.