5.

1 Research strategy and Type

Applied research was adopted as an approach for this project, by doing so it helped in
generating solutions for the current problems Careem was facing. Applied research is used to
achieve empirical solutions for the problems at hand. The primary focus was to find practical
suggestions that are immediately applicable. This research aimed to gather empirical evidence,
which can be utilized and have also observed causal variables that affect Careem’s problems
with a key focus on profitability.

Research is qualitative in nature, which involves using structured and unstructured

techniques such as interviews and observations.

5.2 Research methods

The qualitative techniques used for this research are as follows:

● In-depth and semi-formal interviews

● Observations

In-depth interviews are to investigate all the external and internal factors concerning the
profitability and location issues, it allows getting a deeper understanding of the causal variables,
through the first-hand information that was collected. Interviews were conducted with Careem
employees and senior officials and the contact remained throughout in order to gather accurate
information and gain continuous feedback.

In-depth interviews and observations were also conducted to investigate the reason why
the middle-aged to elderly segment does or does not utilize the Careem services. The aim was to
analyze their behavior, attitude and perception regarding the service. Questionnaire for the
interview was sourced from the literature. It was modified and reformed as more questions were
added that are appropriate particularly for this research
5.3 Data collection Instruments

An initial in-depth interview was conducted with three members of Careem’s marketing
team in Islamabad, which helped in identifying the gaps. To accurately investigate those gaps,
the research was phased after further reviewing the literature as it also contributed in identifying
and selecting the variables. Eventually, the findings were discussed with the Operations Manager
in Dubai via phone interview. Through this, it became easier to pinpoint the future objectives for
the research.

Two questionnaires were selected from Dawes, (2016) and Mahapatra & Telukoti, (2018)
which were then modified to obtain a suitable response, which would fit this research. For a
better understanding of the perceived usability of Careem by the elderly segment, a semi-
structured interview was conducted from middle age to elderly demographic segment. The aim
of the interviews was to pinpoint factors that discourage the segment from utilizing the service
and to investigate amenities they would require so that Careem can better promote their services
to them.

5.4 Sample Selection

Convenience sampling has been done for the interviews among middle-aged and above
i.e., (50 and above) individuals living in the Twin Cities (Islamabad and Rawalpindi).
Convenience sampling allows a simpler selection of subjects and accessibility is comparatively
easy. With time constraints and a global pandemic situation, this was the most suitable sampling
for this research. The total number of respondents was 20.

5.5 Time Horizon

The research is cross-sectional in nature as it is a type of research, in which the data is

collected by different individuals at a single point in time. The primary data needed for this
research was only collected once. To obtain the objective of the research, a questionnaire was put
forth and people were asked to give an interview voluntarily; the responses were kept
confidential and were only used for research study and basis.
5.6 Data Analysis Techniques

For interpretation of the interview and observational data, thematic content analyzing
method was used, as it helps in sorting out the data by open and focus coding, it categorizes data
by compilation and then assists in theory building where the patterns and themes can be
identified in the segmented data. This was done manually by color-coding the data themes using
Microsoft Excel.