1

Uber

Marketing Research Section 003

Team “Get an Uber I’ll Venmo”

By: Michelle Bartlett, Maxwell Conley,

Oula Daas, Cassandra Gruhl,
Kimberly Kratzer, and Katie Zeller
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Table of Contents
Executive Summary .………………………………………………………………. Page 3
Rationale / Introduction …………………………………………………………… Page 4
Research Methods and Procedures………………………………………………… Page 5
Data Analysis and Findings ……………………………………………………….. Page 7
Conclusions………………………………………………………………………... Page 15
Recommendations…………………………………………………………………. Page 16
Limitations……………………………………………………………………….... Page 18
Appendixes………………………………………………………………………… Page 19
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Executive Summary
Throughout the semester, our main business objective for Uber was to make
recommendations on how to improve the public perception of the safety of the riders who
use their service. Our research objectives were to understand Uber riders feelings toward the
recent release of Uber’s sexual assault cases, to identify users likes/dislikes about Uber’s
hailing service, to identify the safety concerns of Uber riders, and give insight to Uber on
how they can make their users feel more safe when using their service.
We gathered and collected data that constituted into two categories; qualitative and
quantitative research. In terms of our qualitative research, we conducted educated research
on different articles and websites that informed us on the current status of Uber and its
riders. These articles provided us with a sense of the current public perception of Uber, and
how we can build upon and improve it. We also conducted 10 face to face interviews with
peers around Cincinnati that are frequent Uber users. For our quantitative research, we
developed a survey on Qualtrics that had over 90 credible respondents. From the survey, we
were able to develop visual representations of the data that showed us multiple public
perceptions of Uber, and what we can recommend to Uber to make their users feel more safe
and comfortable.
From our survey findings, we were able to determine that about a quarter of our
sample had reported that they have experienced a situation in which they felt uncomfortable
in an Uber. We were also able to gain an understanding of how many people use the service,
how many people they ride with, suggestions for safety recommendations, and suggestions
for driver requirements for Uber. Uber is the clear leader for ride-sharing services in the
market, and they have a massive amount of people in their target market. The quarter of our
sample saying they have experienced an uncomfortable situation is quite problematic for
Uber. We took a very small sample relative to the amount of Uber users, so a significant
amount of people would have reported an uncomfortable situation if the sample size
increased.
The suggestions and requirements we received further aligned with ones previously
stated. Therefore, we suggest for Uber to require and conduct level two background checks,
in-person interviews for riders, and install surveillance systems in all Uber cars so that riders
feel more comfortable. All of these recommendations will further improve the Uber
experience, making riders feel more safe and comfortable using the service.
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Rationale / Introduction
Uber was founded in 2009 in San Francisco as the first-mover in the market for
ride-sharing services. The company was soon to be known as the most feared start-up
company to date. Uber was founded by Travis Kalanick and Garett Camp. The two started a
cab service as side projects, being that they were CEOs of two different companies. They
were both seeking a way to speed up the cab industry, specifically being able to do it from
your phone or an app. Hence, Ubercab was formed.
During the early years of Uber, Ryan Graves was elected CEO for the start-up and
since then, they have not looked back. Uber quickly provided a benefit for customers that no
one else could, a ride to and from any location you please, at the push of a button on your
phone. They were ordered a cease and desist letter from San Francisco that they must change
their name from Ubercab to Uber.com. During the years ahead, Uber would face many
obstacles with its drivers and competition, but still saw growth in the company each and
every year. Uber was a hit in the San Francisco area, and quickly expanded its service
country-wide, with an influx of drivers in every state. Due to the desire and demand, Uber
was forced to rapidly hire drivers in every state in order to match the demand they received.
The company was growing at such a fast rate, it was difficult to control drivers
country-wide. As time went on, Uber faced more and more challenges but still kept its
first-mover advantage in the market. They were starting to face more and more competing
companies that offered the same service, yet they were still the leader in the industry due to
the time efficiency and ease of the Uber app.
As a high profile company, Uber is constantly facing media scrutiny and backlash.
Much of this stems from the fact that the innate business model of the company puts their
customers at risk. The way in which Uber hires and approves potential drivers, even
including a background screening, allows literal strangers to drive their customers. Another
major safety concern of Uber customers is human trafficking, sexual harassment, and/or
kidnapping. Trafficking and assault are rising concerns of Uber customers everywhere, as
there have been hundreds of cases reported. The fear of kidnapping comes from the simple
fact that the customer is voluntarily getting into a stranger’s car. Even though Uber has made
statements addressing these issues and efforts to prevent such things from happening, they
are still major threats to the business.
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Research Methods and Procedures

In our research, we used causal methods because we were trying to determine the
effect of change and how Uber can improve their safety. In our secondary research, we
found that Uber does conduct a background check on their drivers, however the level one
background check that is conducted only includes the last seven years of that employee’s
life. Further, we found that most sexual-assault cases that take place in the United States are
not reported to police due to the survivors choosing to keep them private. A problem that
Uber faces regarding these issues are the resources they offer to the survivors of
sexual-assault. The CEO, Dara Khosrowshahi, stated in an interview “Our first order is not
reporting to the police. Our first order is to help the survivors.” Khosrowshahi mentions in
his interview with The Washington Post that Uber is survivor-centric and they will provide
all of the tools to help facilitate that interaction if the survivor wants to report to the police
(Siddiqui). The survivor has to come out and tell Uber that they want to report the incident
or else they will not facilitate that interaction. Investigators interviewed by The Washington
Post said Uber forbids them from routing allegations to police or from advising victims to
seek legal counsel (Bensinger).
Uber conducts level one background checks, which look into their employment
history and is a state-only name-based check. Uber also takes driver’s social security
numbers to look into their driving record and criminal history. However, a background
check is not always accurate because it takes approximately three months for an incident to
show up on someone's background, Lilli Flores tells The Washington Post in her interview
(Bensinger). Uber only denies a potential driver with a felony if it took place within the past
seven years. Meaning that if a potential driver commited a felony over seven years ago they
would still be allowed to drive for Uber. “Regulators have long said Uber’s screening
process was insufficient and inferior to those in place for taxi drivers, with several U.S.
cities attempting to compel Uber to mandate fingerprinting of its drivers” (Zilber and Shen).
Uber currently only requires fingerprinting in New York City.
Flores brings up another problem with the multiple ride hailing apps - they do not
share their information about drivers and passengers with one another (Siddiqui and
Bensinger). Meaning, if a driver for Uber is accused of sexual-assault and banned from
using their platform, that driver could easily apply for another ride-hailing service and start
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driving for that company without the new company knowing about their history with Uber.
There is a clear lack of communication between the ride hailing platforms.
For our primary research, we interviewed and surveyed (online) passengers of Uber
and asked them their opinions on the current issues regarding Uber. To collect our
qualitative research we used individual in-depth interviews with carefully selected riders.
We addressed Uber’s current safety issues - specifically why riders are often uncomfortable
in Ubers, why this problem exists, and what needs to be done to fix these problems. Some
questions we asked include: how the interviewee feels about the sexual assault cases that
Uber has released, how they think Uber can improve the safety for riders, why they think
Uber recently chose to release these sexual assault cases, who they think is at fault for the
sexual assault cases, if they think these sexual assault cases could be avoided, and what
actions they think Uber could take to improve safety for all users. The individual in-depth
interviews took about 20 minutes per person and each team member interviewed 2 Uber
riders.
The quantitative data collection was an online survey because it was convenient for
interviewees that have busy schedules. Some of the questions the survey addressed are: why
the interviewee thinks Uber recently chose to release their sexual assault cases publicly, who
the interviewee thinks is at fault for the sexual assault cases, and why they think there are so
many sexual assault cases reported. We used probability sampling to ensure fairness and a
variety of answers and opinions. We had a sample size of 76 respondents. Each team
member posted our questionnaire on social media and then switched to email because social
media did not provide enough answers.
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Data Analysis and Findings

Qualitative Research Findings:
Through our qualitative research, we came to the conclusion that Uber must find a
way to adhere to the safety of their riders. Overall, we noticed that our interviewees find
safety to be their number one concern with using this ride-sharing service. From the
extensive interviews that were conducted, everyone felt safer riding in an Uber with multiple
individuals rather than on their own. Safety is the number one issue for all users across the
country. When hearing the stories of sexual-assault that has taken place while in an Uber, it
has changed the way all of our interviewees look at this service and was brought up several
times during the interviews.
Collectively, we have gathered that Uber must find a way to make it safer for users.
Extensive background checks must start to take place, frequent deactivations of Uber drivers
with low ratings, and overall better safety features that allow users to not fear being
sexually-assaulted while riding in an Uber. From finding comfort in bigger groups and
talking to someone while riding in an Uber, to carrying weapons that will help protect riders
in dangerous situations, riders have begun to take matters into their own hands, which Uber
should not expect of their customers. We were able to find different recommendations from
the ones we had made prior to the interviews. We also gained a better understanding from
our interviewees that riders do fear for their safety and how those beliefs support the
statements we made previously about the company’s struggles with safety.
Our interviewees almost all stated that improving their safety features on the app will
help decrease the amount of sexual assault cases and will also help riders feel safer when
using their service. Interviewee one had a very good recommendation for Uber, she claims
“having a camera that shows the inside of the car and Uber making the driver take an
Uber-administered driving test to ensure driver competence would increase the safety of
ride-sharing.” Another interviewee stated that having a more extensive background check on
the drivers should be something Uber does to improve safety. All in all, our interviewees
recommendations were similar to those of ours. We expected our interviewees to have
similar recommendations to us because we are around the same age and we are in the same
demographic.

Quantitative Research:
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For our quantitative research regarding Uber safety, we conducted a survey. Our
research objectives were to understand Uber drivers/riders feelings toward the recent release
of Uber’s sexual assault cases, to identify users likes/dislikes about Uber’s ride-share
service, to identify the safety concerns of Uber drivers/riders, and give insight to Uber on
how they can make their users feel more safe when using their service. Our business
objective was to make recommendations to Uber on how to improve the public perception of
the safety of the riders who use their service. We tested for data on the public perception,
safety awareness, and Uber driver requirements of the ride-sharing service. Specifically, we
tested a hypothesis on whether or not the recent Uber sexual assault and safety law suits had
an impact on consumer’s perception on the company.
The data shows us a number of perceptions that the public have about Uber. To start
off, we found that the majority of ride-sharing users prefer to use Uber over other
ride-sharing services. A large number of the respondents strongly agreed that Uber is more
time efficient then other ride-sharing services, as nearly half of the participants answered as
such.
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We can further say that the majority of people that use ride-sharing services will
elect to use Uber, thus their customer base is much bigger than their competition. Uber has
been the most popular ride-sharing service for some time, and being that they have such a
massive amount of users, it is vital that they feel comfortable and safe throughout their ride.
We also found that very few respondents (6.6%) ride in Ubers alone, citing that they
prefer to ride with 1-2 or more people. It is believed that people feel unsafe when using
ride-sharing services by themselves. Riding in a car with a random driver is a risk in itself,
so more strict security and safety practices is a requirement for the safety of all users.
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Furthermore, the majority of sexual assault cases involving Uber have been with
riders that are alone, as opposed to in a group. Many of our respondents answered that they
have felt uncomfortable in an Uber at least once. Uber rides are most at risk when alone if
they have an Uber driver that isn’t qualified or has a past of violence, thus putting the rider
at risk. We were also surprised at the findings on whether or not the respondent has
experienced a situation where they felt uncomfortable in an Uber. Before conducting the
surveys, we were not expecting the amount of responses to be high, figuring that we were
sampling a very small amount of Uber riders.

As you can see from the graph, 23.7% of the respondents said that they have
experienced an uncomfortable situation and there were approximately three reports of
strongly agreeing with the statement. Just to take awareness of how problematic that is for
Uber, 23.7% of this sample is an extremely small representation of the Uber riders in the US.
If this were a city or state-wide survey, a shocking amount of people would have agreed to
the statement. A ride-sharing service should be a stress-free, easy experience. Instead, riders
are reporting feeling uncomfortable during some portion of their ride,which is worrisome if
Uber wants to better their perception, and increase safety for all riders. We also asked the
questions of feeling safe or unsafe while in an Uber. We collected the following data.
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As you can see from these two graphs, the majority of our respondents reported
feeling safe while riding in Ubers in general. This is a good sign for Uber, but we are
targeting the group of users that have felt unsafe or uncomfortable and trying to implement
new strategies that will help eliminate any unsafe or uncomfortable situations for the riders
of Uber. In order for Uber to ensure all riders feel comfortable, they must make it their
central priority to take extra measures, and implement new strategies to make the customer
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feel more at ease when using their service. We asked participants of the survey whether or
not they believe Uber could take more measurements.

From this graph, nearly 80% of the survey felt Uber could take extra measures to
ensure safety when using the app. This data alone shows how people think of Uber’s drive to
take action. It is a glaring issue that Uber drivers need to be more accounted for, and Uber
must take responsibility and action in order to gain the trust of the public. The
recommendations we make to Uber will give its users a better sense of protection.
Our team was also able to collect very useful data on what recommendations
respondents had for Uber to help make their users feel more comfortable and safe. These
recommendations further supported and aligned with the recommendations that our team
made. The most frequent suggestions participants made were the use of cameras and
dashcams in all Uber drivers vehicles, more extensive and thorough background checks,
more oversight from the company, and further improvements to the Uber app. This data
represents the number of participants that actually provided recommendations, as some were
not sure. Nonetheless, the participants provided us with some new suggestions, and a lot of
reassurance for the recommendations we had made previously provided.
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We found that a number of participants felt that the use of surveillance and dash cam
recorders would be greatly useful for Uber. It would also make Uber riders feel more
comfortable during their experience. Respondents also frequently answered that more
extensive background checks and more oversight from the company would greatly improve
the safety and comfortability during an Uber experience. There were different suggestions
for oversight, some being that Uber drivers would have a direct supervisor and be held
accountable with weekly to monthly check-ins. A lot of the participants that the company in
general needs to be more involved with their drivers, putting a focused effort on making sure
they are actively involved in hours, routes, and procedures of drivers. Uber drivers currently
do not have enough - or truly any - management structure to operate well enough. If you
combine this fact with the lack of thorough background checks and interviews, it can be
easy to have a driver with a violent past or bad driving record slip through the cracks.
We also received recommendations on improving the app Uber uses as well. Our
respondents mentioned installing tracking systems, a voice recording option, a code system
that is sent to the specific rider/ driver, and using face identification for Uber riders. All of
these suggestions would be bonus features to the app, giving the rider a much bigger sense
of security and comfortability throughout their experience. Voice recordings would capture
any verbal abuse by an Uber driver or rider. The code and face identification system would
make the process of finding your Uber driver, and confirming the ride much easier. These
added features to the app will provide more clarity in the ride-sharing process, and separate
Uber from its competitors. To get a sense of how important it is for Uber to use thorough
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hiring practices, a majority of the respondents stated it as the most important requirement for
Uber.

The vast majority of responses thought background checks was the most important
requirement. We also received suggestions of requirements for driving and psychological
examinations, in-person interviews, and the use of camera systems. If Uber wants to make
its customers feel more comfortable, while improving the company’s public perception, they
have to strengthen their hiring process. This includes starting with in-person interviews,
following up with an extensive background search, finding driving and criminal records and
hiring the qualified applicants.
Our quantitative research was able to provide us valuable data on the public
perception of Uber, what steps Uber can take to make users feel more comfortable, and what
users currently feel like Uber is doing to ensure their safety. The data we collected further
supported our previous recommendations and it also showed us how the public views Uber’s
handling of their drivers to be poor. From our data, participants frequently responded that
extensive background checks, and surveillance systems in all Ubers would help make the
user feel more comfortable while using the Uber service. We discovered that background
checks are something users of Uber want to see happen more thoroughly. Currently, Uber
conducts level one background checks, which includes checking only state, name, and
employment history.
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Conclusions
The conclusion that we have reached after conducting our interviews is that Uber
must find a way to adhere to the safety of their riders. Overall, we noticed that our
interviewees find safety to be their number one concern with using this ride service. From
the extensive interviews that were conducted, everyone felt safer riding in an Uber with
multiple individuals rather than on their own. Safety is the number one issue for all users
across the country. After hearing the reports of sexual-assaults that have taken place while in
an Uber, it has changed the way all of our interviewees looked at this service and was
brought up several times during the interviews.
Uber has faced multiple law-suits from riders due to their safety being violated while
using their service. Collectively we have gathered that Uber must find a way to make it safer
for users. Extensive background checks must start to take place, frequent deactivations of
Uber drivers with low ratings, and overall better safety features that allow users to not fear
being sexually-assaulted while riding in an Uber. In conclusion, our interviewees have all
expressed safety concerns while being in an Uber. From finding comfort in bigger groups
and talking to someone while riding in an Uber, to carrying weapons that will help protect
riders in dangerous situations. We were able to find different recommendations from the
ones we had made prior to the interviews. We also found a better understanding from our
interviewees that riders do fear for their safety and how those beliefs support the statement
we made previously about the company’s struggles with safety.
In conclusion, after conducting the survey, 23.7% of the respondents said that they
have experienced an uncomfortable situation and there were approximately 3 reports of
strongly agreeing with the statement. It should be concerning for Uber that from just our
small sample, almost a quarter of respondents have felt uncomfortable using the service. If
we put that into perspective of how small of a sample size we used, a massive amount of
riders would report an uncomfortable experience. Our survey was focused on neighboring
users of Cincinnati, imagine if we used a state or country wide survey, then a troubling
amount of people would have agreed to the statement. If Uber wants to continue to grow and
conduct safe and ethical business practices, some modifications to the business model need
to be seen.
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Recommendations
A majority of the recommendations that were made by our interviewees aligned with
the ones that we made prior. There were a few great suggestions that we will definitely take
into consideration. One of them being that Uber should add surveillance systems in their
drivers cars to be able to capture any events that happen to its customers and make them feel
more safe while using the service. Some ride-hailing drivers have already begun using
interior cameras, which they had installed on their own dime because they feel they protect
against false accusations or assaults coming from the riders. However, Uber itself has
nothing to do with the installation of these cameras, and the drivers that are installing the
cameras are typically doing so to protect themselves. Further, drivers with bad intentions
will obviously not opt to have an inside camera installed. We recommend that Uber either
pays to have these cameras installed in all Ubers or requires drivers to have them installed,
as they will protect the riders from potentially dangerous drivers. The camera footage would
be constantly streamed to Uber corporate, ensuring that the driver is conducting himself or
herself in an appropriate and professional manner.
After conducting our survey, we discovered that background checks are something
users of Uber want to see happen more thoroughly. Currently, Uber conducts level one
background checks, which includes checking only state, name, and employment history. Our
recommendation is that Uber begins conducting level two background checks. This includes
a state and national fingerprint check. This will show if a driver has ever been arrested,
previous convictions, incarcerations, violent behavior, and/or crimes against children and/or
other individuals. Having an in-depth background check limits the chances of crimes being
committed during an Uber ride. The simple use of a level two check saves riders from
getting into a car with a stranger who has a histroy of sexual abuse or has been convicted of
some sort of crime. This will help tremendously in weeding out the drivers whose true
intentions do not align with the values and ethics of Uber - the safe, convenient, inexpensive
taxi service. Further, a more thorough interview process would also include interviews
taking place in person rather than over the phone. This would also increase the amount of
discoveries of drivers with wrong intentions.
If Uber acts on these recommendations their users will gain more trust in their
ride-share service and feel safer when riding with a stranger. Further, these
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recommendations will differentiate Uber from their competitors, making Uber the safer, and
thus obvious, choice for ride-hailing customers.
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Limitations
Throughout our research for Uber, we encountered a few challenges that created
limitations within our data report. As a research team, we were restricted geographically,
financially, and by time pressures. These limitations restricted our findings and if we were to
conduct this research without these limitations, we could have collected more reliable
research data.
One of the limitations in our data is that our sample size was restricted to
neighboring areas of Cincinnati. This limited us from sampling a broader spectrum of
consumers that use uber services. Geographically speaking, if we were to expand to our
sample size over a larger geographic region, it would allow us to investigate our hypothesis
over a more diverse sample. It would also provide us with a better understanding of how
many Uber users have experienced an uncomfortable situation while using an Uber.
Another limitation that we were faced with was the time pressure we were under
from sending out the surveys and collecting the data. In order to meet the deadline for the
data report, we had to collect data from surveys after a week or so from releasing them. As
a result of the time pressure to create the data report, we had about 20 surveys that went
unrecorded. If the surveys were to have been released and processed over a longer period of
time, we possibly could have collected more reliable results. If we were to have done
without those limitations, it is possible that our sample size of consumers could have been
larger. With more time allowed during the survey process, and a larger geographic reach, we
could have significantly increased our sample size, thereby producing more reliable results.
Lastly, financial constraints limited us on our reach to consumers. Without proper
funding we were unable to maximize our sample size to its full potential. If we were given
more funding, we could have created pop up ads for our survey on social media sites, or
generate mass survey emails. The use of pop up ads for our survey and or mass generated
survey emails, we would have had an opportunity to gather more dependable results from a
larger sample size.
As a whole, with these limitations, we were still able to collect data and generate
decent results to test our hypothesis. Although, if we were to have been able to avoid these
challenges, and limitations, we could have produced more reliable research results.
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Appendixes
Discussion Guide
Uber Rider Questions:
● Name
● Where are you from?
● Where do you currently live?
● What ride-sharing services have you used?
● Which ride-sharing services do you prefer?
● What do you like about Uber?
● What do you dislike about Uber?

General Uber Usage / Preferences

Uber Rider Questions:
● What made you choose Uber over other ride-sharing services?
● Describe the circumstances in which you use Uber.
● How often do you use Uber?
● What time during the day/night do you typically use Uber?
● Is there anything that would refrain you from using Uber?
○ Explain, if so.
● What benefits does Uber provide you?
● What is most important to you while riding?

In Depth
Uber Rider Questions:
● Have you heard about the recent issues going on with Uber?
○ If so, explain.
● Did the recent release of sexual-assault cases from Uber change your view on the
company?
○ If so, explain your feelings before and after the news
● What is important to you when using a ride-sharing service?
● How you ever had any experiences while riding in an Uber where you felt unsafe?
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○ If so, explain your experience(s).

● What is your concern with Uber, if you have any?
● Do you worry when you are in an Uber?
● What, if anything, are you afraid of when using Uber?
● Does the time of day have any effect on whether you feel safe using Uber?
● Does the amount of people affect how comfortable you are using Uber?
● Do you prefer Uber over other services like Lyft? (If so, explain why)
● Do you have any recommendations that could help Uber?

Our Ideas
Do you feel that any of the following ideas would help Uber ensure the safety of both drivers
and riders - please provide why or why not.
● Level two (Uber currently only conducts level one) background checks
○ Level one background check: checks the state’s name and employment
history
○ Level two background check: state and national fingerprint check (checking
the national database of arrests, convictions, incarcerations, violent behavior,
and/or crimes against children or other individuals)
● A mutual platform for all ride-hailing services
○ This would allow all services the same information regarding drivers,
preventing one company from firing a driver and another company hiring said
driver
● Ensured assistance from Uber in the reporting of all problems
● Car cameras
● Uber offering improved company benefits, including a regional manager to oversee
all drivers in a given area

Closure
● Do you have any further questions or comments about the topic?
● Do you think we missed any important points regarding the topic?
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We really appreciate you taking the time to answer our questions today. The answers you
have provided us will really help make recommendations on trying to improve the overall
safety for both Uber drivers and riders. We hope both the discussion and questions have
helped make you a little more aware of what is currently going on with the company. Thank
you for your time!
003 Get An Uber, I'll Venmo – Qualtrics Survey Questionnaire

Q1 Hello. We wanted to start off thanking you for taking the time to take this short survey
today. We are conducting this survey to get a better understanding of the public perception
of the ride-sharing service, Uber. There are no wrong answers and we just need your honest
opinions. The survey should take no longer than 10 minutes. The research team and
Professor Cook are the only ones who have access to the answers and you will be kept
anonymous.
Q2 Have you used a ride-share service in the past five years?
o ​Yes
o ​No
Condition: No is selected. Skip to: End of survey.
Please select the answer that applies most to you:

Q3 How many times a month, on average, do you use a ride-sharing service?

o ​1-2 times a month
o ​3-4 times a month
o ​4-5 times a month
o ​6-7 times a month
o ​8+ times a month
Q4 How many times a month, on average, do you use Uber?
o ​1-2 times a month
o ​3-4 times a month
o ​4-5 time a month
o ​6-7 times a month
o ​8+ times a month
Q5 Please select the time of day that you typically use Uber services.
o ​Morning (6:00 AM - 11:59 AM)
o ​Afternoon (12:00 PM - 4:59 PM)
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o ​Evening (5:00 PM - 7:59 PM)

o ​Night (8:00 PM - 5:59 AM)
Q6 Please select the number of passengers, in addition to yourself, that you typically ride in
Ubers with.
o ​0
o ​1-2
o ​3+
How strongly do you agree or disagree with the following statements?

Q7 Uber is the only ride-sharing service I use.

o ​Strongly agree
o ​Agree
o ​Moderate
o ​Disagree
o ​Strongly disagree
Q8 I prefer Uber over other ride-sharing services, but will use a different service depending
on the situation and factors.
o ​Strongly agree
o ​Agree
o ​Moderate
o ​Disagree
o ​Strongly disagree
Q9 I am familiar with how Uber's platform operates.
o ​Strongly agree
o ​Agree
o ​Moderate
o ​Disagree
o ​Strongly disagree
Q10 Uber tends to be more cost effective than other ride-sharing services.
o ​Strongly Agree
o ​Agree
o ​Moderate
o ​Disagree
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o ​Strongly disagree
Q11 Uber tends to be more time efficient than other ride-sharing services.
o ​Strongly Agree
o ​Agree
o ​Moderate
o ​Disagree
o ​Strongly disagree
How strongly do you agree or disagree with the following statements?

Q12 I am familiar with Uber's recent release of the sexual assault cases that they have dealt
with.
o​ ​Strongly agree
o ​Agree
o ​Moderate
o ​Disagree
o ​Strongly disagree
Q13 After hearing about the sexual assault cases that happened with Uber, I do not feel
comfortable using the service.
o ​Strongly agree
o ​Agree
o ​Moderate
o ​Disagree
o ​Strongly disagree
Q14 I generally feel safe when using Uber.
o ​Strongly agree
o ​Agree
o ​Moderate
o ​Disagree
o ​Strongly disagree
Q15 I generally feel unsafe when using Uber.
o ​Strongly agree
o ​Agree
o ​Moderate
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o ​Disagree
o ​Strongly disagree
Q16 I have experienced a situation in which I was uncomfortable in an Uber.
o ​Strongly agree
o ​Agree
o ​Moderate
o ​Disagree
o ​Strongly disagree
Q17 I believe Uber could take extra measures to ensure safety when using the app.
o ​Strongly agree
o ​Agree
o ​Moderate
o ​Disagree
o ​Strongly disagree
Q18 I am aware of the requirements it takes in order be an Uber driver.
o ​Strongly agree
o ​Agree
o ​Moderate
o ​Disagree
o ​Strongly disagree
Please respond to the following questions:

Q19 What requirements should Uber have for all of the drivers they employ?

________________________________________________________________
Q20 What recommendations do you have for Uber to improve their safety?

________________________________________________________________

Please select the answer that applies most to you:

Q21 What is your gender?

o ​Male
o ​Female
Q22 What is your age?
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o ​Under 18
o ​18-24
o ​25-34
o ​35-44
o ​45-54
o ​55+
Q23 Please specify your ethnicity.
o ​Caucasian
o ​African American
o ​Latino or Hispanic
o ​Asian
o ​Native American
o ​Native Hawaiian or Pacific Islander
o ​Middle Eastern
o ​Other/Unknown
o ​Prefer not to say
Q24 The urban context in which I live is:
o ​Urban
o ​Rural
o ​Suburban

Sources

Bensinger, Greg. “When Rides Go Wrong: How Uber's Investigations Unit Works to Limit
the Company's Liability.” ​The Washington Post,​ WP Company, 1 Oct. 2019,
https://www.washingtonpost.com/technology/2019/09/25/ubers-investigations-unit-fi
nds-what-went-wrong-rides-its-never-companys-fault/
 26

Siddiqui, Faiz; Bensinger, Greg. “On Uber, Hundreds of Rape Allegations Go Unreported to
Police.” ​The Washington Post,​ WP Company, 7 Dec. 2019,
www.washingtonpost.com/technology/2019/12/06/uber-hundreds-incidences-rape-go
-unreported-police/​.
Siddiqui, Faiz. “Uber knows more about its rape problem than anyone else. What should it
do with that data?” ​The Washington Post,​ WP Company, 24 Dec. 2019,
www.washingtonpost.com › technology › 2019/12/23 › uber-knows-mo...Uber knows
more about its rape problem than anyone else ...
Zilber, Ariel; Shen, Maxine. “Uber 'Received 3,000 Reports of Sexual Assaults on US Rides
in 2018'.” ​Daily Mail Online,​ Associated Newspapers, 13 Jan. 2020,
www.dailymail.co.uk/news/fb-7881919/Uber-received-3-000-reports-sexual-assaults
-rides-2018.html​.

Hartmans, Avery. “The History of How Uber Went from the Most Feared Startup in the
World to Its Massive IPO.” ​Business Insider,​ Business Insider, 18 May 2019,
www.businessinsider.com/ubers-history.

Blystone, Dan. “The Story of Uber.” ​Investopedia,​ Investopedia, 9 Mar. 2020,

www.investopedia.com/articles/personal-finance/111015/story-uber.asp.

Demographic Charts

Gender

Male 28.26%

Female 71.74%
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Age

18-24 86.96%

25-34 4.35%

35-44 2.17%

45-54 4.35%

55+ 2.17%

Ethnicity

Caucasian 86.96%

African American 4.35%

Asian 2.17%

Middle Eastern 6.52%

Urban Context of Living

Urban 47.83%

Rural 10.87%

Suburban 41.30%

Extra Graphs and Charts

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