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UNIVERSITI TEKNOLOGI MALAYSIA

DECLARATION OF PROJECT REPORT AND COPYRIGHT

Author’s full name : Vasuthevan A/L Annamalai

Date of birth : 05th January 1972

Title : Data Management of Public Bus Operators in Johor Bahru

Academic Session : 2008/2009

I declare that this project report is classified as:

CONFIDENTAL (Contains confidential information under the Official Secret

Act 1972)*

RESTRICTED (Contains restricted information as specified by the

organisation where research was done)*

√ OPEN ACCESS I agree that my project paper to be published as online open

access (full text)

I acknowledge that Universiti Teknologi Malaysia reserves the right as follows:

1. The project report is property of Universiti Teknologi Malaysia

2. The Library of Universiti Teknologi Malaysia has the right to make copies for the
purpose of research only.
3. The Library has the right to make copies of the thesis for academic exchange.

Certified by :

___________________________ ________________________________
SIGNATURE SIGNATURE OF SUPERVISOR

720105-01-5731_ DR.MUHAMMAD ZALY SHAH

(NEW IC NO./PASSPORT NO.) NAME OF SUPERVISOR

Date : 12th November 2008 Date : 12th November 2008

NOTES: * If the project paper is CONFIDENTIAL or RESTRICTED, please attach with the letter from
the organisation with period and reasons for confidentially or restriction
DATA MANAGEMENT OF PUBLIC BUS OPERATORS IN JOHOR BAHRU

VASUTHEVAN A/L ANNAMALAI

A project report submitted

in fulfilment of the partial requirement
for the award of the Master of Science (Transport Planning)

Faculty of Built Environment

UNIVERSITI TEKNOLOGI MALAYSIA

NOVEMBER 2008
 ii

“We hereby declare that we have read this thesis and in our opinion this project
report is sufficient in terms of scope and quality for the award of the degree of
Master of Science (Transport Planning)”

Signature : ............................................................................
Name of Supervisor : Dr. Muhammad Zaly Shah B. Muhammad Hussein
Date : 12th November 2008

Signature : ............................................................................
Name of Examiner : Associate Professor Dr. Othman Che Puan
Date : 12th November 2008
 iii

“I declare that this project report entitled “Data Management Of Public Bus
Operators in Johor Bahru” is the result of my own research except where I have cited
in the references. The project report has not been accepted for award of any degree
and is not currently submitted in candidature of any degree.”

Signature : ............................................................................
Name of Candidate : Vasuthevan A/L Annamalai
Date : 12th November 2008
 iv

DEDICATION

This thesis is dedicated to my late father Mr.Annamalai, loving mum

Mrs. Theivanai, my lovely wife Parameshwari and dearest daughter
Saranyaa who taught me that the best kind of knowledge to have is that
which is learned for its own sake.
 v

ACKNOWLEDGEMENT

In all my humbleness and respect, I wish to dedicate this piece of work

including the many endeavour’s undertaken, to my loving mother Mrs.Theivanai. I
also pray for the blessings of my forefathers. My pursuit of Masters (M Sc. Transport
Planning) has been possible due to the moral support of my lovely wife
Parameshwari and my dearest daughter Saranyaa who has constantly assisted me in
continuing my further studies at UTM. It would be incomplete if I did not mention
Dr. Muhammad Zaly Shah my project supervisor, who at all times, guided and
counseled me through the completion of project. Many thanks to my colleagues
Asogan, Captain V and Nizam who were with me during my M. Sc. (Transport
Planning) studies at UTM, Skudai. Special thanks to my lovely wife for her support
in my studies.
Finally, above all, I am grateful to Lord Shiva – Anbe Sivam.
 vi

ABSTRAK

Di dalam era logistik dan ekonomi yang baru, pengurusan data bas yang
sistematik adalah merupakan salah satu aset kritikal bagi mana-mana pengusaha bas.
Johor Bahru antaranya merupakan sebuah bandaraya di dunia ini yang menghadapi
masalah peningkatan permintaan pengangkutan awam dan juga masalah
pengangkutan yang disebabkan oleh pembangunan yang pesat. Kajian ini mengkaji
sistem pengurusan data yang dilaksanakan oleh pengusaha bas awam di bandaraya
Johor Bahru, Johor. Kajian ini memfokuskan kepada cara pengurusan data terkini
yang dilaksanakan oleh pengusaha-pengusaha bas awam di Johor Bahru. Kesemua
enam syarikat pengusaha bas di Johor Bahru telah ditemubual dalam menjayakan
objektif kajian ini. Matlamat pengkajian ini adalah bertujuan untuk mengetahui
pola/corak pengurusan data sedia ada yang dilaksanakan oleh pengusaha-pengusaha
bas awam di Johor Bahru di samping ingin mengetahui apakah faktor-faktor yang
memberikan kesan kepada pengusaha bas samada daripada pengumpulan, penilaian
dan menganalisa data. Borang soal selidik ( pengurusan data bas) untuk kajian ini
telah direka dan dianalisa dengan menggunakan program perisian Excel, di mana
dua dimensi yang berbeza iaitu data pendapat penumpang dan data operasi telah
digunakan dan dianalisa. Data-data diperolehi daripada semua pengusaha bas awam
dianalisa secara terperinci dan hasilnya menunjukkan bahawa tiada pendekatan yang
sistematik digunakan untuk mengumpul data daripada penumpang dan aktiviti
operasi. Hasil kajian ini juga menunjukkan bahawa pengurusan data bas sedia ada
tidak mempunyai satu pengumpulan data yang lengkap dan ianya lebih kepada
bentuk pemasaran dan route impact analysis. Pada masa yang sama, kajian ini
menunjukkan bahawa polisi syarikat memainkan peranan yang jelas dari segi
pengumpulan, penilaian dan analisa data. Kajian ini juga menunjukkan bahawa
pengurusan data bas di Johor Bahru jauh ketinggalan jika dibandingkan dengan lain-
lain bandaraya di negara-negara membangun.
 vii

ABSRACT

In the new logistic and economy era, a systematic bus data management is
one of the critical assets for any bus operator. Johor Bahru like other cities in the
world is facing increased public transportation demands and transportation problems
caused by rapid urbanization. This research project investigates the data management
of public bus provider in Johor Bahru City, Johor. The research is focus on the
current practice of data management by public bus operator in Johor Bahru city. All
six public bus operators were interviewed for the purpose of this research. The aim of
this research attempts to know the pattern of existing data management practiced by
public bus operators in Johor Bahru and to know what are the factors affects the bus
operators from collecting, evaluating and analyzing the data. The questionnaire (bus
data management survey) of the research were designed and analyzed with
application of simple Microsoft Excel where two distinct dimensions namely,
passengers opinion data and operational data were analyzed. The data obtained from
all six public bus operator were descriptively analyzed and the finding indicate that
there is no systematic approach to collect data from passengers and operational
activities. The finding also indicates that the existing bus data management is not a
complete data collection and it is more on market trend and route impact analysis. At
the same time this research indicates that company policy play a significant role in
affects the bus operator from collecting, evaluating and analyzing the data. This
research indicating that the bus data management in Johor Bahru far less than
compare to other cities in developed countries.
 viii

TABLE OF CONTENTS

CHAPTER TITLE PAGE

TITLE i
SUPERVISOR DECLARATION ii
STUDENT DECLARATION iii
DEDICATION iv
ACKNOWLEDGEMENT v
ABSTRAK vi
ABSTRACT vii
TABLE OF CONTENTS viii
LIST OF TABLES xii
LIST OF FIGURE xiv

TITLE PAGE
1 INTRODUCTION
1.1 Introduction 1
1.2 Current public bus scenario in Johor Bahru 1
1.3 Problem statement 4
1.4 Research question 5
1.5 Objective of study 5
1.6 Area of study 6
1.7 Contribution 7
1.8 Scope and limitation of study 8
 ix

CHAPTER TITLE PAGE

2 LITERATURE REVIEW
2.1 Introduction 9
2.2 Basic element of data management 11
2.2.1 Data collection 11
2.2.2 Data entry 12
2.2.3 Data analysis 16
2.2.4 Data reporting 17
2.3 Data warehousing 18
2.4 Data mining 20
2.5 Application of data management 21
2.5.1 Marine data management 21
2.5.2 Transport data management 23
2.5.3 What is intelligent transport system 23
2.5.4 ITS and transportation 24
2.5.4.1 Benefits of ITS 24
2.5.5 ITS case study 1 - Improvement in Denmark
Rail Services using ITS 26
2.5.6 ITS case study 2 - Buses Tracked in Denmark 27
2.6 Importance of data management 28
2.6.1 Success story of New Zealand Post 28
2.6.2 Challenges 28
2.6.3 Action plan 29
2.6.4 Result 31
2.7 Failure of data management - Failure in predicting El-Nino 31
2.8 Transport data management - Failure in sustainable
data collection 32
2.9 Importance of data management to CEO/ Executive
and Planners 33
2.9.1 Application of EIS 34
2.10 Contribution of data management to public transportation 36
2.10.1 Key benefits of the data management in public
Transportation 36
 x

CHAPTER TITLE PAGE

3 RESEARCH METHODOLOGY
3.1 Introduction 38
3.2 Conceptual model 38
3.3 Data collection method 39
3.3.1 Primary data 39
3.3.2 Secondary data 40
3.3.3 Bus operator data management survey 40
3.4 Population and sampling method 42
3.5 Data analysis 42
3.5.1 Quantitative method 42
3.5.2 Qualitative analysis 43
3.6 Conclusion 43

CHAPTER TITLE PAGE

4 DATA ANALYSIS
4.1 Introduction 44
4.1.1 Data collection – passenger opinion 44
4.1.2 Passenger bus survey 46
4.1.3 Frequent of passenger bus surveys 47
4.1.4 Source of passenger’s feedback 47
4.1.5 Budget allocated for bus survey 48
4.1.6 Appointed personnel or department 48
4.1.7 Difficulties faced by bus operators during
data collection from passenger 49
4.1.8 Information collects by bus operators from
passenger 50
4.1.9 Record keeping 52
4.1.10 Purpose of bus operators collect data on passenger
opinion 52
4.1.11 Activity after collected the passenger data 53
4.1.12 Use of collected passenger’s data by bus operators 53
 xi

4.1.13 Receiver of the complete passenger’s

opinion reports 55
4.2 Operational data collection 56
4.2.1 Company policy 56
4.2.2 Frequent of operational data 57
4.2.3 Source of operational data 58
4.2.4 Budget allocated for operational data 59
4.2.5 Appointed personnel or department 59
4.2.6 Difficulties faced by bus operators during
operational data collection 60
4.2.7 Type of data collected from operational
activities 61
4.2.8 Record keeping of operational data 63
4.2.9 Purpose of collecting operational data 63
4.2.10 Activity after collect the operational data 63
4.2.11 Use of collected operational data 64
4.2.12 Receiver of complete operational data reports 65
4.2.13 Types and formats of reports 66
4.2.14 Review and action plan 67
4.3 Conclusion 67

CHAPTER TITLE PAGE

5 CONCLUSION
5.1 Introduction 69
5.2 Summary of the research findings 69
5.3 Discussion 70
5.4 Future studies 72
5.5 Recommendation for public bus operators in Johor Bahru 72
5.6 Conclusion 73

REFERENCES 75
APPENDIX 78
 xii

LIST OF TABLE

TABLE NO. TITLE PAGE

Table 1.1 Current public bus operators and

number of bus routes in Johor Bahru City 2
Table 1.2 Total registered stages bus, number of complaint and type of
disciplinary action taken by CVLB Peninsular Malaysia
for 2005 and 2006 3
Table 1.3 Transport & Communication Indicator by City, 1990 and 2000 3
Table 1.4 Traffic Compositions (%) By Bus JB-Air Hitam and JB – Endau 4
Table 4.1 Passenger opinion data collection by Johor Bahru bus operators 45
Table 4.2 Public bus passenger bus survey in Johor Bahru 46
Table 4.3 Frequent of public bus passenger survey 47
Table 4.4 Source of passenger’s feedback by bus operators 48
Table 4.5 Department for data management 49
Table 4.6 Difficulties during data collection for passenger opinion 50
Table 4.7 Passengers information collects by bus operators 51
Table 4.8 Records keeping of passenger opinion data by bus operators 52
Table 4.9 Purpose of data collection 53
Table 4.10 Activities after collect the data from passenger and method
of analysis 54
Table 4.11 Use of passenger’s data collected by public bus operators 54
Table 4.12 Receiver of the passenger opinion report 55
Table 4.13 Review of reports and action plan by bus operators on
final report 56
Table 4.14 Company policy on operational data collection 57
Table 4.15 Frequent of operational data collection 58
 xiii

Table 4.16 Source of operational data collection 58

Table 4.17 Department for operational data management 59
Table 4.18 Difficulties faces by bus operators during collect
operational data 60
Table 4.19 Type of data collected from operational activities 62
Table 4.20 Data collection on peak time and peak season 61
Table 4.21 Record keeping of operational data 62
Table 4.22 Purpose of bus company collect operational data 64
Table 4.23 Method of use to analyze the operational data 64
Table 4.24 Use of operational data 65
Table 4.25 Receiver of the operational report 66
Table 4.26 Type and format of the report 66
Table 4.27 Review of operational data collection reports and action plan 67
 xiv

LIST OF FIGURES

NO. TITLE PAGE

Figure 1.1 Area of Study, Map of Johor Bahru City 7

Figure 2.1 Simple process of data management 11
Figure 2.2 Chicago transit authority bus tracker 15
Figure 2.3 Chicago transit authority bus location map 16
Figure 2.4 Data analysis 17
Figure 2.5 New Zealand Post 30
Figure 3.1 Conceptual model 39
Figure 3.2 Sections in Bus Operator Data Management Survey 41
Figure 4.1 Handal Indah, online customer feedback form 45
 CHAPTER 1

INTRODUCTION

1. 1 Introduction1

Data Management is one of the strategically significant resources that any

organization can possess. Data management has traditionally been viewed as part of
the information technology cost centre. But this view is changing, both in business
and in general, as organizations recognize data as a critical asset that, when properly
managed and with a view to addressing specific business challenges, provides
significant competitive advantages. Data management has become an important
source of better performance and competitive advantage for any organization. Data
Management studies in Malaysia mostly focus on Hi-Tech industry, public sector
administration and educational institutes, rarely on transportation. This study takes
how public bus operator in Johor Bahru manage the data their data as a performance
index to improve services and sustain in the industry.

1.2 Current public bus scenario in Johor Bahru

Johor Bahru, like many Asian cities, is facing increased demand in better and
quality public bus transportation due to rapid urbanisation. The current public bus
services in Johor Bahru comprise of 6 bus companies with almost 600 buses which
operating on 117 routes (refer Table 1.1). Even though, current combination of land-
 2

use and transport planning, public transport is accessible to a large part of the Johor
Bahru population the modal split is not in favors of public transport (bus, train and
taxi) 30:70 to private vehicles. (Technical report Transport Traffic Management Unit,
Local Plan Research, Johor Bahru , 2002).

Public bus transport system provide most efficient meant of moving large
numbers of people in Johor Bahru, especially in connecting surroundings residential
townships and rural areas to Johor Bahru City. Even though these public bus
transports not considerable flexibility in meeting demand for urban population,
public bus transport is the only choice of majority of the urban poor population in
Johor Bahru.

Table 1.1: Current public bus operators number of bus routes in Johor Bahru City
PUBLIC BUS OPERATOR NUMBER OF BUS ROUTES
MAJU 16 Routes
HANDAL INDAH - CERIA / CAUSEWAY LINK 23 Routes
S&S 3 Routes
GML LINE 5 Routes
TRITON 10 Routes
CITY BUS / TRANSIT LINK 36 Routes
Source: www.wikitravel.com

Statistics from CVLB Commercial Vehicles License Board (CVLB) showed

that even though complaint about stages bus in year 2006 is decreased about 0.9 but
seriousness of disciplinary action taken against stages bus is getting worst in 2006
compare to year 2005 (refer Table 1.2). Number of suspension is increased from 2
cases to 13 cases and one termination in year 2006. Above data clearly indicated that
public bus passenger are not satisfied with the service and poor bus management and
data management of bus resulted in serious disciplinary action taken against bus
operators.
 3

Table 1.2: Total registered stages bus, number of complaint and type of disciplinary
action taken by CVLB Peninsular Malaysia for 2005 and 2006
Year 2005 Year 2006
Total registered stages bus 8,615 8,976
License Issued 519 361
Complaint 775 724
Warning 204 127
Compound 123 200
Suspension 2 13
Termination 0 1
Source: MECD Annual Report 2005 and 2006

A study on Malaysian Quality life in year 1990 - 2000 completed in 2002 by

Ministry of Entrepreneurial and Cooperative Development indicated that there are
838 cars and motorcycles per 1000 people in Johor Bahru in year 1990 were
increased to 1271 cars and motorcycles in year 2000. This is contrast with statistic
for public transport per 1000 population was 13.9 in year 1990 were only increased
to 15.8 in year 2000 (refer Table 1.3). This clearly indicated that declined in public
transport, especially public bus transport from year 1990 to 2000 in Johor Bahru and
registered the second highest of private vehicle user after Kuala Lumpur
(Malaysia Quality Life, Year 2002).

Table 1.3: Transport & Communication Indicator by City, 1990 and 2000
City Private vehicles Public transport
per 1000 population per 1000 population
City 1990 2000 1990 2000
Ipoh 485.1 825.4 4.8 6.3
Johor Bahru 838.1 1271.1 13.3 15.8
Kuala Lumpur 591.1 1418.5 10.5 21.6
Kuching 1549.0 1882.8 15.5 12.9
Source: Malaysian Quality Life, Year 2000
 4

Table 1.4: Traffic Compositions (%) By Bus JB-Air Hitam and JB – Endau
Route / location 2004 2005 2006 2007
JR203 JB-Air Hitam 2.7 2.2 1.9 1.7
JR501 JB-Endau 0.9 0.8 1.9 1.2
Source: Road Transport Department, Malaysia, 2007

Another statistics from Ministry of Transport support above claims that the
traffic Compositions (%) by bus in selected JB-Air Hitam and JB – Endau showed
that compositions of bus on the road reduce from 2.7% in year 2004 to 1.7% in year
2007(refer Table 1.4). This is very obvious in JB-Air Hitam location whereby the
density of population along this route is higher compare to JB-Endau location. Above
two data clearly indicated that poor bus management and data management of bus
result in decreased of buses on the road specifically public bus passenger whom shift
to use private vehicles.

In Johor Bahru only one bus operator provide information and collect
customer’s feedback by online website. It is very surprised to know that two
prominent public us operators Syarikat Pengangkutan Maju (MAJU) and Alec Bus
Sdn. Bhd (City Bus) in Johor Bahru which in this industry more than 25 years still
using traditional method to collect passenger feedback. This study will highlight the
status of intra-city bus data management in Johor Bahru and how these bus operators
use the collected data and the effectiveness of the existing data management.

1.3 Problem statement

Johor Bahru like other cities in the world is facing increased transportation
demands and transportation problems caused by rapid urbanization. Even though
there are six public bus providers in Johor Bahru; intra-city bus industry is still
considered a traditional industry although it is one of indispensable transportation in
Johor Bahru. The management strategy of these public bus providers has no
systematic approach for collecting, record keeping, evaluate and analyze (bus data
management) the bus data’s among public bus operator in Johor Bahru. Most of the
 5

bus companies have customer complaints form only and no adequate and well
planned complete bus survey. Basically the bus data management of intra-city bus
industry in Johor Bahru is far less than compare to other cities in developed countries.
Therefore, it is highly desirable to assess the status of intercity bus data management
in Johor Bahru to evaluate the effectiveness of the existing data management and
analyze the factors which affects the bus operators from collecting, evaluating and
analyzing the data’s practiced by bus companies in Johor Bahru.

1.4 Research Question

Research question for this study is based on above scenario of problem

statement and below are the research questions for this study.

i. What is the existing company policy on data management?

ii. What are data / information Johor Bahru bus operator collect?
iii. How these bus operators collect the data?
iv. How do these bus operators keep the collected data or archive the data?
v. Why these bus operators collect data?
vi. What these bus operators do after collected the data?
vii. How do these bus operators use the collected data?
viii. Company strategies and action plan after analyze the data /results?

1.5 Objective of study

The objectives of the study are:

i. To know the pattern of existing data management practiced by bus operators

in Johor Bahru.
 6

ii. To know and analyze the factor which affects the bus operator from
collecting, evaluating and analyzing the data.
iii. To suggest and recommend solutions that will help improve the bus
operators data management.

1.6 Area of study

Johor Bahru is physically located at the southern part of the Malaysian

Peninsular which 350 Kilometres south of Kuala Lumpur and proclaimed as a City
Council in 1994. Population of Johor Bahru city is nearly 1.5 million (year 2006).
Land Area is 186 sq. km. Johor Bahru, (refer figure: 1.1) like many Asian cities, is
facing increased demand in better and quality public bus transportation due to rapid
urbanisation. Currently, 6 bus companies providing public bus services in Johor
Bahru city and its metropolitan area (refer table 1.1) This study covers the entire 6
public bus provider in Johor Bahru which covers 112 routes.
 7

Area of study
Johor Bahru

Figure 1.1: Area of Study, Map of Johor Bahru City

Source: Jabatan Kerja Raya, Negeri Johor, 2007

1.7 Contribution

This study could give us the existing pattern and effectiveness of data
management by bus companies in Johor Bahru.
 8

Analyze the factors which affect the data management could help existing bus
service provider to think seriously about bus management and future and sustainable
public bus service in Johor Bahru.

Suggestion and recommendation based on result of study to improve the

Johor Bahru bus companies’ data management.

1.8 Scope and limitation of study

Involving public bus operator associated with competition in Johor Bahru

only. Any cross border bus service from JB-Singapore, Singapore – JB and intercity /
major town not included in this study. Any direct and indirect implications from
congestion, pollution and accidents involving other vehicles not covered in this study.
 CHAPTER 2

LITERATURE REVIEW

2.1 Introduction

Data management began as a discipline in the early 1960s. Data

management is the name of a concept in which an organisation continuously and
comprehensively gathers, organizes, shares, and analyzes its collected data or
information in terms of resources, documents, and people skills to produce statistical
evidence reports. It is defined in several places, in ways that depict clearly how data
management has evolved to support time and needs. The definitions of data
management vary according to the understanding and use of it within various
communities of practice.

Data Management also define as the comprehensive series of procedures to

be followed and have developed and maintained the quality data, using the
technology and available resources. It can also be defined that it is the execution of
architectures under certain predefined policies and procedures to manage the full data
lifecycle of a company or organization data managements is the series of procedures
which is used to extract required information, analyze and produce conclusion
reports. This data and conclusion report become ‘evidence’ about the empirical
world (William, 2005).

Alexis Morgan, (2006) from World Wild Life Federation define data
management as a process to ensure that diverse data sets can be efficiently collected,
 10

integrated/processed, labeled/stored, and then easily retrieved through time by people

who want to use them. In simple terms it could be taken to mean “a place for
everything and everything in its place”.

Some data management experts define it is a system related to organizing

data as a valuable resource and its primary stage is the consolidation of information
in such a way that data is easily retrieved and preserved. Companies or organisation
manage their data with a comprehensive data management plan, which includes
human as well technology converging to obtain basic company goal and to maintain
the data without any fuss and to be retrieved with ease which is usually done at data
warehouse of the companies.

In the military environment where data management had its roots, the
definition of data management as cited below:

"The process of applying policies, systems, and procedures for identification

and control of data requirements; for the timely and economical acquisition of such
data; for assuring the adequacy of data for its intended use; for the distribution or
communication of the data to the point of use; and for use analysis." (William, 2005)

In the information technology arena, data management is defined as a type of

client or server computing where some portion of the application data is executed on
two or more computers. It is also described in its IT application as control of data
handling operations such as acquisition, analysis, translation, coding, storage,
retrieval, and distribution of data but not necessarily the generation and use of data.

In order to give its various definitions and uses context, data management
should be viewed as objectives centered around life cycle functions and events, with
activities along a timeline that comprise good data management practices.
 11

2.2 Basic elements of data management

Data management consists of data collection, data entry, data analyse and
data reporting. The process of data management used these four basic elements to
obtain information which needed for business objective and goals. The simple
process of data management respectively as shown in Figure 2.1

PROCESS OF DATA MANAGEMENT

Data
Collection Data Analyse
Data Entry

1st Qtr
2nd Qtr
3rd Qtr
Data Reporting 4th Qtr

Figure 2.1: Simple process of data management

2.2.1 Data collection

Data are collected for enabling objectives of any organisation. The data are
collected to provide the most accurate information for the desired results. Data is
information and this could be in many forms or types. Data management institute in
US categorized there are major five types of the data usually collected during the
process of data collection (Cooper et al. 2004).
 12

i. Quantitative

Quantitative that data that can be represented as numbers including both

continuous data measured along a scale & categorical data recorded in
intervals or by groups such as number of tourist visits through Johor Bahru
Causeway during school holidays.

ii. Qualitative

Normally it is from interview, observation and written documents which not

easily represented in numerical form.

iii. Spatial

Spatial data that are linked to specific geographic coordinates (typically

quantitative, but could be qualitative) such as how transporters locate the
truck on a Global Positioning System.

iv. Financial

A special form of quantitative data that contain financial information such as

company annual report, business records, ledger etc.

v. Pictures, images, video clips and audio clips

This type of data contains photos, drawings, and other images collected on
specific site, area, and event before and after certain period

2.2.2 Data entry

Data entry is the act of transfer some form of data into another form, usually
a computer program. Forms of data that people might transfer include handwritten
documents, information off spreadsheets from another computer program, sequences
of numbers, letters and symbols that build a program, or simple data like names and
 13

addresses. Some people perform jobs that are exclusively data entry, while others,
like programmers, might have to occasionally enter data (Cooper et al. 2004).

Generally, three methods currently used for entering data into the database:

i. Fully automated data entry

The fully automated system is one in which data are collected and input into
the database directly via a computer with little to no human intervention
during the collection/input process.

Example, Enabling Objective system in American primary school used to

collect automatic data collection via computer based training. Computer-
based training and testing terminals can collect a variety of information
automatically, such as lesson completion times, test scores, answers to
questions, time required to answer each question, etc. When the session is
over, the computer can tally up the score and record the results. The results
can be printed on paper for the examinee, to a file for the examiner, or
directly to a database.

ii. Manual data entry

Manual methods required data collector to observe performance or test

knowledge of measured items, render a judgment on the observation, and
record the judgment the results on paper media. The data entry operator then
manually keys the paper record into a computer. Good example of manual
data entry is Sijil Pelajaran Malaysia exam in Malaysia judging performance
of a candidate during a simulator session and testing for knowledge during an
oral exam, then recording the results on paper media. The instructor or
separate data entry operator then manually keys the paper record into a
computer
 14

iii. Semi automated data entry

The semi-automated method of data entry is a combination of the automated

and manual methods and is the most widely used by companies for collecting
performance data. This method is combination of manual data collection,
then automated input into a computer.

iv. Internet /Web/Satellite based data entry

Data entry and communication via internet based website and GIS
(Geographical Information Systems) is a way of using maps to display
relevant data visually (refer Figure 2.2), making it easy to view, understand
and communicated. Internet /Web/Satellite based data entry become a
powerful tool which applied in today business such as satellite based traffic
management is used by Chicago City Council to control and ease traffic jam
in the city (refer Figure 2.3).
 15

Figure 2.2: Chicago transit authority bus tracker

Source: Chicago Transport Authority
 16

Figure 2.3: Chicago transit authority bus location map

Source: Chicago Transport Authority

2.2.3 Data analysis

Once the data are collected they must be analyzed and interpreted. The process of
conversion data define as data analysis. It is also define as the process of sorting
data with describes facts, and detect patterns intent to extract useful business
information and develop conclusion to meet short and long term business objectives
(refer Figure 2.4). Analysis of data includes several steps as per below:
 17

Check the raw data and prepare data for analysis

Data analysis
Conduct initial analysis base on the evaluation
plan

Conduct additional analyses based on initial

results

Integrated and synthesize findings

Figure 2.4: Data analysis

2.2.4 Data reporting

Reporting of data is based on the computer or software analysis of the

performance database to provide information or result on the business objectives and
goals. Generally, three basic types of report formats are available, each with has its
own advantages and disadvantages (Irwin, 1983).

i. Written report

Written reports have some written text only and information that needs to be
brought to the reader / user attention should be presented in form of textual
report. Any tabular or graphical data presented in the report should be used
only to support the written text.
 18

ii. Tables

Tables are an effective way to present a large amount of data in a compact

space and are ideal for spreadsheets and other numerical analysis techniques.
The tabular format also permits the display of some intermediate results to
help give a sequence of important changes to the business needs.

iii. Graphs & Charts

Graphs and charts are used to present data visually. The relationships
between data values are expressed in visual such as pie charts, bar charts, line
charts, etc. Pictorial data make relationships stand out and conclusions
intuitively obvious. Graphs and charts are very effective when their business
objective and goals such as sales revenue, sales report, production report, etc,
can be presented in a simple diagram.

2.3 Data Warehousing

A data warehouse is a repository of an organization's electronically stored

data. It is specially designed to facilitate reporting and analysis. Data warehousing
focuses on data storage which means to retrieve and analyze data, to extract,
transform and load data, and to manage the data dictionary are also considered
essential components of a data warehousing system (William, 2005).

Many references to data warehousing use this broader context. Thus, an

expanded definition for data warehousing includes business intelligence tools, tools
to extract, transform, and load data into the repository, and tools to manage and
retrieve data. A data warehouse can be a relational database, multidimensional
database, flat file, hierarchical database, object database, etc. Data warehouse data
often gets changed and data warehouses often focus on a specific activity or entity
(Ralph, 1996).
 19

Data warehousing is commonly used by companies to analyze trends over

time. In other words, companies may very well use data warehousing to view day-to-
day operations, but its primary function is facilitating strategic planning resulting
from long-term data overviews. From such overviews, business models, forecasts,
and other reports and projections can be made. Routinely, because the data stored in
data warehouses is intended to provide more overview-like reporting, the data is for
read only. Data warehouses could be updated all the time as per needs and necessary.

Robert P. (1998) states that data warehouse as a consolidated view of

business data, optimized for reporting and analysis. Basically it's an aggregated,
sometimes summarized copy of transaction and non-transaction data specifically
structured for dynamic queries and analytics. In data warehousing, data and
information are extracted from data sources as they are generated, or in periodic
stages, making it simpler and more efficient to run queries over data that originally
came from different sources. Data is turned into high quality information to meet all
business reporting requirements for all levels of users including company, customers,
partners, employees, managers, and executives at anytime.

Benefits of the data warehouse notably in customer relationship system. A

data warehouse provides a common data model for all data of collected regardless of
the data's source. This makes it easier to report and information such as sales
invoices, order receipts, general ledger charges, etc. Information in the data
warehouse is under the control of data warehouse users so that, even if the source
system data is purged over time, the information in the warehouse can be stored
safely for extended periods of time.

Because they are separate from operational systems, data warehouses provide
retrieval of data without slowing down operational systems. Data warehouses can
work in conjunction with and enhance the value of operational business applications,
notably customer relationship management (CRM) systems. Data warehouses
facilitate decision support system applications such as trend reports example the
items with the most sales in a particular area within the last two years, exception
reports, and reports that show actual performance versus goals (William, 2005).
 20

2.4 Data mining

Jiawei and Micheline (2006) define data mining is the process of analyzing
data from different perspectives and summarizing it into useful information. This is
including information that can be used to increase revenue, cuts costs, or both. Data
mining allows users to analyze data from many different dimensions or angles,
categorize it, and summarize the relationships identified. Technically, data mining is
the process of finding correlations or patterns among dozens of fields in large
relational databases.

Data mining also define as a process whereby the data is extracted based on
the certain requisite parameters from the database. Data mining is an automated
process, using statistical analysis, modeling technique and database technology. Data
mining locate the patterns and relations in data and give us the outcome we desired
(Jiawei and Micheline, 2006).

Data mining consists of five major elements:

i. Extract, transform, and load transaction data into the data warehouse
system.
ii. Store and manage the data in a multidimensional database system.
iii. Provide data access to business analysts and information technology
professionals.
iv. Analyze the data by application software.
v. Present the data in a useful format, such as a graph or table

Jiawei and Micheline (2006) states that data mining is mainly used today by
companies with a strong consumer focus such as retail, financial, communication,
and marketing organizations. It enables these companies to determine relationships
among "internal" factors such as price, product positioning, or staff skills, and
"external" factors such as economic indicators, competition, and customer
demographics. It is enables them to determine the impact on sales, customer
satisfaction, and corporate profits. Finally, it enables them to "drill down" into
summary information to view detail transactional data.
 21

2.5 Application of data management

Data management has traditionally been viewed as part of the information

technology cost centre but this view is changing in business. Organizations recognize
data as a critical asset, when it is properly managed and with a view to addressing
specific business challenges, provides significant competitive advantages. Business
experts applied data management in various disciplinary of industries such as health,
sports, transportation, etc and good data management resulted success of most of the
business units (William, 1984).

2.5.1 Marine data management

Data management plays an important role in International Oceanographic

Data and Information Exchange (IODE) under spear head of UNESCO. The IOC’s
International Oceanographic Data and Information Exchange (IODE) was
established in 1961 to enhance marine research, exploitation and development by
facilitating the exchange of oceanographic data and information between
participating member states and by meeting the needs of users for data and
information products (Edward, 2007).

Edward (2007) states that the IODE system forms a worldwide service
oriented network consisting of DNAs (Designated National Agencies), NODCs
(National Oceanographic Data Centres), RNODCs (Responsible National
Oceanographic Data Centres) and WDCs (World Data Centres – Oceanography).
During the past 40 years, IOC Member States have established over 60
oceanographic data centres in as many countries. This network has been able to
collect, control the quality of, and archive millions of ocean observations, and makes
these available to member states. These marine data’s very useful those related to
marine activities such as climate and weather, safety at sea and along the coast,
fisheries, offshore activities, management of the seas, etc.
 22

Data management of Oceanographic Data and Information Exchange (IODE) focus

on below;

i. Meteorology and coastal management

The weather has a tremendous impact on our lives. To a large extent, weather
is ‘produced’ at sea, and the heat stored in the upper layers of the ocean is of
great importance for both long-term and daily weather patterns. IODE
collecting and managing a good data management of meteorological
conditions and of how they are developing above the oceans, therefore IODE
makes a substantial contribution to timely prediction of storms and other
unfavourable weather to its member. These critical data through good
measuring networks, and systems for making data available swiftly (in
real-time or near real-time) is possible to avoid a great deal of human
suffering.

IODE also collecting and managing data of sea level which important to
monitor sea level changes. It is expected that by 2100 sea-level will have
risen about 38- 55 cm as a result of the greenhouse effect and the predicted
rise of 1.5-6.6°C in the Earth’s temperature. IODE updated and archive data’s
with quality control and fast data availability will estimate the change in sea
level that will occur as a result of wind, atmospheric pressure patterns, rise
and fall of land masses, and changes in ocean current patterns (Edward,
2007).

ii. Predictions needed for the safety of shipping

Tides, storms and currents are among the factors that determine the safety of
shipping and other activities at sea. Predictions of these, by means of
calculations with mathematical models and measurements made from
satellites, buoys and other measuring platforms, have become commonplace
in the context of shipping. These ordinary events can also be explained
through oceanographic databases (Edward, 2007).
 23

iii. Management of living and non-living resources

Management of living as well as non-living resources requires good

knowledge and professional data management. Since the UN Conference on
Environment and Development, held in Rio de Janeiro in 1992,
monitoring of biodiversity has been considered necessary for assessing the
health of ecosystems. Many new initiatives have been taken, especially in
oceans and seas, to fill knowledge gaps with regard to living organisms.

IODE with cooperation with the European Fisheries Board managing of

fishing resources in Europe based the data available. Exploitation of
non-living resources, such as sand, gravel, oil, gas and manganese nodules,
is also well documented in databases, which in turn are of great value for
managing future use of these resources (Edward, 2007).

2.5.2 Transport data management

Transport is another industry where data management play an important role.

Emerging and evolving technologies known as intelligent transportation systems
(ITS) is meet the many challenges and demands placed on transportation systems.

2.5.3 What is Intelligent Transport Systems?

John (2005) define Intelligent Transport System (ITS) is about adaptive,

intelligent integration of vehicles, drivers and the transportation system. Integration,
through advanced information processing (computers), of communications and
sensory technologies and management strategies, can improve the safety, capacity
and efficiency of the transportation system. Communications and information
processing technologies allow information on the transportation system both vehicles
and infrastructure and real time road and environmental conditions, to be collected,
processed and disseminated for better decision-making.
 24

Examples of ITS applications include traffic signal coordination, smart card

transit fare payment or dynamic route guidance changeable message signs that can
display real time information collected by sensors and warn motorists of collisions,
road and weather conditions; and automated vehicle inspection stations that can
electronically identify and provide expeditious clearance to commercial vehicles
(John, 2005).

2.5.4 ITS and transportation

When ITS integrated into the transportation system's infrastructure, and in

vehicles itself, these technologies monitor and manage traffic flow, relieve
congestion, improve safety and enhance productivity. In short, ITS helps save lives,
time, and money (Hassan and Amin, 2004).

2.5.4.1 Benefits of ITS

Through the use of ITS, public agencies and private corporations, both alone and
in partnership, are able to provide for safer, quicker, and more efficient travel.
Benefits of ITS include:

i. Increase Productivity

Automatic vehicle identification, screening of safety records and vehicle

weights, can provide a seamless commercial vehicle system, increase the
efficiency of the inspections services, and provide preclearance opportunities
for commercial vehicles. Real-time integrated transportation system data
collection can improve the efficiency of the data collection process and
facilitate traffic forecasting and planning. ITS can provide information about
transportation trends and the performance of the transportation system, which
can lead to better management and operations, more efficient allocation of
resources, and improved system performance.
 25

ii. Better travel information

At home, at work, or on the road, travellers have access to real-time, up-to-

date information about transit and train schedules, schedule adherence,
roadway conditions, and other travel information.

iii. Improve Safety

Pre-trip and en-route road and weather information systems can advise
motorists of traffic, road, environmental and emergency conditions. Real-time
information can assist route planning, ease frustration and reduce road rage.
Congestion reduction measures can reduce travel time and collisions. The end
result of these applications is the reduction in loss of life, injuries and costs,
which benefits society as a whole.

iv. Quicker emergency response

Electronic accident detection allows trained operators to locate then judge the
nature of a crash so they can quickly dispatch and guide the right emergency
personnel and equipment to the site.

v. Easier travel

In-vehicle navigation systems tell car, truck, and transit drivers how to best
reach their destination and will provide alternate routing during congestion,
emergencies or other events.

vi. Improved travel flow

A driver with a toll debit card (EZ Pass) attached to his vehicle can travel
through toll plazas without stopping. His toll charges are deducted
automatically from a prepaid account. Other travel fare collection systems,
like SMART CARDS, allow subway fares, transfers and other fees to be
charged to one card.
 26

vii. Fewer traffic jams

Traffic management centres reduce traffic jams and speed travel by

continuously monitoring current conditions, freeway operations, and traffic
signal operation, and responding quickly to incidents.

viii. Improved fleet management

Bus, freight and emergency vehicle tracking systems allow supervisors to

track vehicles and to communicate directly with drivers.

ix. Faster freight deliveries

Intelligent Transportation Systems provide for electronic weighing and

inspection of commercial vehicles while in motion, electronic issuing and
monitoring of transportation permits and automatic tracking of containers.

x. Reduced costs

The use of intelligent transportation technologies allows owners and

operators to make more efficient use of existing resources by automating
functions, sharing real-time information, and improving safety.

2.5.5 ITS Case study 1: Improvement in Denmark Rail Services using ITS

Denmark Railways generate multiple databases filled with literally miles of

spatial information. So proper coordination and manage of internet based ITS will be
a advantage in Denmark rail system. In Denmark, the Danish National Railway
Agency (DNRA) has a GIS that is interoperable with its primary user, the privately
owned Danish State Railways (DSB). Two agencies, each having multiple databases
and needing access by many users, require an interoperable GIS. The DSB database
is in itself large because of its ownership of 800 areas and 3,000 buildings. Different
users have many purposes for using the information. The GIS meets their needs on
all levels by organizing data, disseminating information on a GIS-enabled Internet
 27

infrastructure, and applying GIS tools and solutions to many types of tasks and
analytical challenges.

DSB and DNRA coordinated their databases. Together they produced a base
map at 1:1,000 scales that covers all the country’s railway lines and stations. The
base map contains information on the railway infrastructure (e.g., tracks,
electrification, and cable signals), buildings, access roads, bridges, property
boundaries, and so forth. Users can query this map to extract various thematic map
layers such as level crossings, cables, and even building outlines (Globe, 2003).

2.5.6 ITS case study 2: Buses Tracked in Denmark

In 1996 the Copenhagen Transportation Company implemented a project

called Priobus involving the real-time tracking of buses throughout the metropolitan
area. The system, which was developed and implemented by the Dutch company
Peek Traffic B.V., helps dispatchers prioritize buses moving about the city and track
arrival information via dynamic displays to passengers waiting at bus stops.
Implementing the Priobus project included continuous accurate real-time localization
calculated with on-board computers in the vehicles using a digital global positioning
system (DGPS). The information is communicated using radio transmission to the
central system. Due to its complexity, the system required more than two years to
implement. All configuration and real-time information is stored in an Oracle
database. The database is used to import new schedules that are automatically
downloaded to the vehicles. The database is also used to create reports with
statistical information. In order to provide intuitive control over the system, a
geographical interface was implemented using another data base - MapObjects.

The mass transportation cornerstone in most cities remains the ubiquitous

public bus. Blending into the urban landscape, buses move about their business with
daily efficiency. This should not imply, however, that the bus system is in any way
static. Managers must be alert to changes within service areas, such as shifting
demographics or an increase in automobile traffic that would require adjustments to
 28

routes or the implementation of addition al services to better meet the needs and
expectations of the agency’s ridership (Globe, 2003).

2.6 Importance of data management

Data management has traditionally been viewed as part of the information

technology cost centre but this view is changing in business. Organizations recognize
data as a critical asset, when it is properly managed and with a view to addressing
specific business challenges, provides significant competitive advantages.

2.6.1 Success Story of New Zealand Post (NZ Post)

New Zealand Post (NZ Post) is internationally recognized as providing one of

the most efficient and inexpensive postal services in the world. Every year, NZ Post
delivers more than one billion items of mail to approximately two million delivery
points in New Zealand. While it continues the tradition of carrying and delivering
letters and parcels through its postal services and international and express couriers,
NZ Post has responded to customers’ growing needs by expanding its business
activities to include business and personal communications, physical goods
distribution, banking and payments, and document and information management. NZ
Post is the largest employer in New Zealand.

2.6.2 Challenges

Like most postal authorities the world over, NZ Post has traditionally
captured address data directly from a widely distributed delivery manual records and
maps only.
 29

As a result NZ post which facing below problems,

i. Lack of ability to achieve maximum processing and delivery efficiencies

ii. The lack of quality and inconsistent address data

iii. Heavily depend on manual mail sorting to meet delivery target

2.6.3 Action plan

To meet this challenge, NZ Post established a program to scope, design, and

build a robust data management system using spatial data and analysis tools to
capture and maintain address data.

i. To capture and manage address data, an easy to use map-based application

was developed by Eagle Technology integrating Oracle®9i™, ESRI®
ArcSDE®, and ESRI ArcGIS® Server.

ii. This data base enabled NZ Post to develop an interactive client map based
application for the capture and maintenance of postal address data datasets
such as postal sort zone, postcode, and suburb/township for the entire
network and it was integrated with existing delivery systems.

The key goal of the new postal data management was to introduce implicit quality
improvement processes including spatial capture and the assigning of quality codes
on all address data.
 30

Figure 2.5: New Zealand Post website

Source: www.nzpost.co.nz

The system is now accessible during business hours on the NZ Post intranet.
NZ Post employees use the mouse based application for searching, display, and
reporting. The interface was designed to be easy to use and focuses on completing
routine business processes quickly and accurately. To do this, the application allows
NZ Post employees to use a map view of all address data. They are able to see the
address in question and the surrounding environment such as street parcels, land
parcels, and topography. Addresses can then be added, modified, or deleted, and
reports that include the current map display and relevant details even can be
generated in PDF format.
 31

2.6.4 Results

NZ Post has found that ArcGIS data base provides centralized addressing
information with consistent high quality, reliability and an architecture that allows
scalability while keeping the core addressing information robust and definitive. This
approach to address data management has given NZ Post a reliable tool to maintain
the address database (a core asset) in a consistent, measurable, and known level of
quality.

2.7 Failure of data management - Failure in predicting El-Nino

Failure of data management caused human health, safety and property; it is

though lesson to IODE in early 1980’as where not aware of impact of El Nino. IODE
do not collect or do not have any data on El Nino which similar to monsoon climate
change. IODE which failure to warn about El Nino its member caused
approximately 125 million people were affected by the 1982-1983 El Nino event and
the material damage amounted to approximately US$ 30 billion (Edward, 2006).

Particularly destructive were the forest fires in Indonesia, the powerful

cyclones that struck the west coast of Mexico, and the floods that destroyed harvests
in East Africa. El Nino events affect fisheries, agriculture, ecosystems and weather
patterns far beyond the tropical Pacific.

The damage could have been even worse, if El Nino not has been predicted
six months in advance. IODE collaboration with United Nation had floating 72
measuring buoys that became operational in the tropical Pacific Ocean in 1987-1988.
These buoys register meteorological and oceanographic data at the surface, and water
temperature to a depth of 500 meter which have sign of El Nino type to IODE data
centre.

Between 1988 and 2002, this mega-project, with its 300 floating buoys and
numerous basin-wide hydro graphic sections, collected thousands of data related to
 32

temperature and salinity measurements for the prediction of El Nino. Currently

IODE collect and distribute information about El Nino to its members timely and
efficiently to avoid any disaster in 3 to 6 months in advance (Edward, 2006).

2.8 Transport data management- Failure in sustainable transportation data

collection

A study by The Partnership for Sustainable Urban Transport in Asia

(PSUTA) indicated that information and data for that aids sustainable transport
development is still currently missing or fragmented in many Asia countries. Data
management play a key role in disseminating information on sustainable transport in
Asia in order to improve sustainable transport policy processes and outcomes. The
review of existing related documents is one of the project’s key outputs. Since
sustainable urban transport is a relatively new field, there has to be a systematic
overview of the kind of information that is available.

This study also indicates that decision makers need to have easy access to
such information, which is important and relevant to the formation of good transport
policies. Unfortunately, poor data management made the goal is to contribute toward
enhancing environmental sustainability of transport is unsuccessful in Asian cities.
Example Road facilities and their statistics for non-motorized transport (NMT) are
minimal, if not completely nil for Asian cities such as Hanoi, Delhi, Pune, and Xian,
China (Partnership for Sustainable Urban Transport in Asia, 2005).

PSUTA in its report 2005 found that emissions data for Asian bio fuels are
still minimal, and biodiesel information is variants from other regions outside Asia.
According to PSUTA Asian emission data are mostly outdated by at least 10 years,
which would affect subsequent studies that use these data. A recent informal survey
by PSUTA in 2004 on vehicle statistics and fuel usage shows that this information is
not usually monitored. This report also showed that only the Philippines, Singapore,
and Sri Lanka have this information and carry information on conventional fuels
only.
 33

PSUTA in its report 2005 also highlighted that statistics on cleaner vehicle
technology and alternative fuel usage are minimal and are usually not reflected on
motor vehicle registrations, which are segregated by type of motor vehicle.
Substantial information gathered on economic and financial aspects is generally
weak for Asia; most are in the form of news items.

For developed countries such as Singapore and other westernized regions,

data on road pricing and congestion charges is available. Data on the costs of
different mass transit systems is also available. Information is likewise available on
the use of economic incentives for the introduction of cleaner fuels, and vehicles for
both Asian and non-Asian countries. There is limited data on the financial costs of
public transport systems in Asia, which are often operating partly or entirely in the
informal sector. This report also reveals that the size and impact of public transport
subsidies and fuel subsidies are not entirely clear. There is also no data on the costs
of congestion in Asian cities (Partnership for Sustainable Urban Transport in Asia,
2005).

2.9 Importance of data management to CEO / Executives and Planners

One of the most common sets of activities in the business is planning and
decision making. Only good data management could give confidence to CEO,
executives and planners to make decision on company objective, policy, strategic
goals, future plan to develop and sustain in the industries. Another type of data
management used in planning and decision making by senior level personnel in a
companies described as Executive Information System (EIS) (Robert, 1991).

An Executive Information System (EIS) is a type of management information

system intended to facilitate and support the information and decision making needs
of senior executives by providing easy access to both internal and external
information relevant to meeting the strategic goals of the organization.
Traditionally, the purpose is to illustrate a company’s data and to provide
sales performance or market research statistics for decision makers, as such financial
 34

officers, marketing directors, and chief executive officers, who were not necessarily
well acquainted with computers. The objective was to develop computer applications
that would highlight information to satisfy senior executives’ needs. An EIS provides
data that would only need to support executive level decisions instead of the data for
all the company. Nowadays, EIS applied in many areas, especially, in manufacturing,
marketing, and finance areas (Robert, 1991).

2.9.1 Applications of EIS

After realizing its advantages, people have applied EIS in many areas, especially,
in manufacturing, marketing, and finance areas (Robert, 1991).

i. Manufacturing

Manufacturing is the transformation of raw materials into finished goods for

sale, or intermediate processes involving the production or finishing of semi-
manufactures. It is a large branch of industry and of secondary production.
Manufacturing operational control focuses on day-to-day operations, and the
central idea of this process is effectiveness and efficiency. To produce
meaningful managerial and operational information for controlling
manufacturing operations, the executive has to make changes in the decision
processes. EIS provides the evaluation of vendors and buyers, the evaluation
of purchased materials and parts, and analysis of critical purchasing areas.
Therefore, the executive can oversee and review purchasing operations
effectively with EIS. In addition, because production planning and control
depends heavily on the plant’s data base and its communications with all
manufacturing work centers, EIS also provides an approach to improve
production planning and control.
 35

ii. Marketing

In an organization, marketing executives’ role is to create the future.

Marketing main duty is managing available marketing resources to create a
more effective future. For this, they need make judgments about risk and
uncertainty of a project and its impact on company in short term and long
term. To assist marketing executives in making effective marketing decisions,
an EIS can be applied. EIS provides an approach to sales forecasting, which
can allow the market executive to compare sales forecast with past sales. EIS
also offers an approach to product price, which is found in venture analysis.
The market executive can evaluate pricing as related to competition along
with the relationship of product quality with price charged. In summary, EIS
software package enables marketing executives to manipulate the data by
looking for trends, performing audits of the sales data, and calculating totals,
averages, changes, variances, or ratios. All of these sales analysis functions
help marketing executives to make final decisions.

iii. Financial

A financial analysis is one of the most important steps to companies today.

The executive needs to use financial ratios and cash flow analysis to estimate
the trends and make capital investment decisions. An EIS is a responsibility
oriented approach that integrated planning or budgeting with control of
performance reporting, and it can be extremely helpful to finance executives.
Basically, EIS focuses on accountability of financial performance and it
recognizes the importance of cost standards and flexible budgeting in
developing the quality of information provided for all executive levels. EIS
enables executives to focus more on the long-term basis of current year and
beyond, which means that the executive not only can manage a sufficient
flow to maintain current operations but also can figure out how to expand
operations that are contemplated over the coming years. EIS also can help
cash managers to review the company’s financial structure so that the best
method of financing for an accepted capital project can be concluded. In
addition, the EIS is a good tool to help the executive to review financial ratios,
 36

highlight financial trends and analyze a company’s performance and its

competitors.

2.10 Contribution of data management to public transport

After realizing the advantages of data management, business community has

applied this practice in many areas, especially in public transportation. With
improved technology and internet/web/satellite based data management contribute
better fleet management to meet company objectives and goals.

With internet/web/satellite based data management public transport can

reduce their operating costs and increase productivity by having near real time
information on the location and status of all available bus. In addition, this ITS
management may directly communicate with the bus drivers to efficiently adjust
routes, schedule additional pick-ups when carrying less than full loads and be alerted
to emergency situations.

2.10.1 Key Benefits of data management in public transportation

With proper and good data management, any public transport companies can
go beyond simple vehicle tracking by providing the information they need to run the
business more profitably. Below are the key benefits of data management.

i. Increased employee productivity

ii. Increased driver safety

iii. Improved utilization of the fleet

iv. Better customer service

v. Reduced overtime and billing errors

 37

vi. Reduced paperwork and reporting

vii. Lower fuel bills

viii. Stop unauthorized vehicle use

ix. Expedite stolen vehicle recovery

 CHAPTER 3

RESEARCH METHODLOGY

3.1 Introduction

This chapter outlines the method and procedures engaged in carrying out the
research. It is a method where plays a very important role in ensuring to provide
accurate, or appropriate outputs if the research objectives are immeasurable. This
chapter also will discuss about conceptual model, research flow chart, method of data
collection and method of data analysis.

3.2 Conceptual Model

The conceptual model of this research is as in Figure 3.1. This research focuses
on the current pattern of data management practiced by public bus operators in Johor
Bahru, Johor. This research is to know the pattern of existing data management
practiced and analyze the factors which affects the bus operators from collecting,
evaluating and analyzing the data’s practiced by public bus companies in Johor
Bahru.
 39

Population Respondents
(All Public bus operators) Trip/operational
activities

Passenger’s opinion

Data management

Existing / current
practice

Factors effects the

data collection

Figure 3.1: Conceptual model

3.3 Data Collection Method

Data for this study collected from primary data and secondary data. The data
collection method used in this study is discussed in the subsequent sections. The
information collected from this both data is very important to ensure the objectives of
this research are achieved.

3.3.1 Primary Data

According to Lau and Zainudin (2002), primary data is a raw data that has
been collected by the researcher itself who want to use the information. Primary data
can be collected through questionnaires, interviews, and observations among the
respondents related. As for this research, questionnaire has been choosing for the
 40

purpose of data collection, where it is depends on the bus operator’s response

regarding the data management of public bus service in Johor Bahru. Questionnaire
is chosen as a primary data collection method in this research because the
information can be gained from a bus operator’s by “face to face” interview and
meetings. The questionnaires used in the study are discussed in section 3.3.3

3.3.2 Secondary data

Secondary data is information gained from the second party or researches of

certain body. This information is very important in giving a deeper knowledge for
the researcher about factors regarding the research. As for this research, secondary
data collected from bus operator’s passenger survey, market study, reports, books,
files and annual report.

3.3.3 Bus Operator Data Management Survey

According to Lau and Zainudin (2002), survey is a list of questions printed

and the purpose is to get information regarding the research objectives. This method
is adopted as the main instrument to acquire the primary data of the research. The
questions were set to enable the researcher to study the concerned aspects. The
respondents of the survey are the Public bus operators in Johor Bahru, Johor.

The survey consisted of 14 questions to obtain data indicate approach used by

bus operators to collect and manage the bus data. Several questions are pertaining to
collect the passenger opinion, trip/operational data, reasons and purpose of collecting
data, analyzing data, companies’ strategies and action plan were included in the bus
operator data management survey. Bus operator data management survey divided in
two Part A and Part B. (refer Figure 3.2)
 41

The bus operator data management survey is prepared in English and the
questionnaire is categorized into two sections which are Part A and Part B. Each section
has different questions according to the category respectively as shown in Figure 3.1.
The questionnaire designed is as in Appendix A.

Bus Operator Data Management Survey

Part A Part B

Data Collection Data Collection

(Passenger Opinion) (Operational)

Figure 3.2: Sections in Bus Operator Data Management Survey

i. Part A:
Part A consists of questions related to company policy and passenger
opinions. Questions related to company policy are to measure companies’
commitment towards collect passengers opinions, suggestion, and complaints
on service which rendered by Johor Bahru public bus operators.

ii. Part B:
Part B consists of questions related company policy to operational / trip data.
Questions related to company policy are generally to measure their own
commitment to collect trip or operational data which rendered to public.
Questions related to data trip or operational are used to measure bus
operator’s performance including financially and operationally.
 42

3.4 Population and sampling methods

Population is collection of a group of individuals, objects, or size or quantity

which the attribute will be studied (Bluman, 2000). Population in this research is the
public bus operators in Johor Bahru, Johor. Johor Bahru City was selected because it
is one of a busiest and development area in Johor state as well as in Peninsular
Malaysia. In this research, the research population for this study is all six bus
operators in Johor Bahru. There is no sampling and all the six bus operators will be
interviewed to obtain information and data collection. The list public bus operators in
Johor Bahru are displayed in Table 1.1.

3.5 Data Analysis

The raw data acquired are generally discreet and in huge amount. In order to
present it in summarized and meaningful form, the statistical analysis in required.
Both primary data and secondary data will be analyzed using quantitative method
and qualitative method.

3.5.1 Quantitative Method

The quantitative method is applied onto the closed ended questions in the
questionnaire form which are from Part A and Part B. Quantitative method employed
in this research is descriptive analysis. Since the amount of data involve is not huge,
the analysis works will be done by using simple computer program called Microsoft
Excel.

The descriptive analysis is used to describe the data’s collected from bus
operators. These description give the most basic and comprehensive statistical
description. The descriptive analysis will be applied in the equation in Part A
(passenger opinion) and B (trip/operational data collection) of the questionnaire. This
 43

method will contribute objectives of the research which is to know the pattern of
existing data management practiced and analyze the factors which affects the bus
operators from collecting, evaluating and analyzing the data’s practiced by bus
companies in Johor Bahru.

3.5.2 Qualitative Analysis

Qualitative methods are commonly used in conjunction with quantitative

method. Using qualitative methods it is often possible to understand the meaning of
the number produced by quantitative methods. The approach in the research is
merely focus the bus operator’s company policy on data collection which asked
about, budget and manpower allocation for passenger and operational/trip survey.
All opened question in Part A and B of bus operator data management survey will be
analyzed with using this technique.

3.6 Conclusion

It is through the above procedures that the data of this research are analyzed
and conclusions are drawn from them. The methodology as presented in this chapter
is proposed for achieving the aims and objectives of the research. The result of these
methods will be brought into analysis, comment and conclusion in the next chapter.
 CHAPTER 4

DATA ANALYSIS

4.1 Introduction

This chapter will present the findings and the discussions of the research which
were based on in-depth interviews and discussion conducted throughout the study.
The responses of the six bus operators in Johor Bahru will be described in terms of

i. Passenger opinion data collection by bus operators

ii. Operational data collection by bus operators

4.1.1 Data collection by bus operator on passenger opinion

Company policy on data collection from passenger opinion plays a key role
on entire data management of any bus operators. It is one of the critical success
factors of the bus operator to achieve their business objective and goals. In Johor
Bahru only five bus operator collect data on passenger’s opinions (refer Table 5.1). It
is surprised to know that City Bus (previously known as Alec bus, South Johore or
Transit link) which operate in this industry more than 30 years not collecting
passengers opinion. Even though other five operators collecting data on passenger
opinion it is not a complete data collection which cover all aspects of passenger’s
opinions.
 45

Table 4.1: Passenger opinion data collection by Johor Bahru bus operators
Bus operators Yes No
Maju √
Handal Indah √
S&S √
GML Line √
Triton √
City Bus X
Note: √= yes, X= no

S & S, GML Line, Maju and Triton just received passenger’s complaints in
form of telephone calls, sms but hardly in letters. Handal Indah takes the initiative to
collect some important passenger’s opinion to improve service by collect passengers
opinion by on line customer’s feedback form in its website (refer figure4.1) It is
showed that public bus passenger opinions are not taken seriously by Johor Bahru
bus operators.

Figure 4.1: Handal Indah, online customer feedback form

Source: www.handalindah.com.my/feedback.php
 46

4.1.2 Passenger bus survey

Bus survey is one of the important activities in the public transport industries.
It gives priority to passenger express their view on the service which provide by bus
operators. The nature of bus survey is give full range of important information’s
from passengers to service providers. In the case of Johor Bahru, only Maju and
Handal Indah conducted bus survey so far and other service provider just did a
simple market research before enter into this business (refer Table 4.2). According to
City Bus operation personnel, bus survey is costly and it is impossible for the
company to conduct passenger or bus surveys every year.

Triton, S & S and GML Line not had done complete bus survey due to no
budget and no commitment from their management. This three bus operators depend
on outsource and market trend to get information of passengers. Handal Indah carry
out yearly passenger survey but it is not cover entire bus survey. Handal Indah and
Maju mainly concentrate in certain elements which passenger opinion carries more
value such as driver attitude, passenger’s safety, frequency of trip, schedule and seat
conditions.

Table 4.2: Public bus operator conduct passenger bus survey in Johor Bahru
Bus operator Yes No
Maju √
Handal Indah √
S&S X
GML Line X
Triton X
City Bus nd
Note: nd = not done by bus operators, √= yes, X= no
 47

4.1.3 Frequent of passenger bus survey

Table 4.3 clearly showed that how often the public bus survey conducted in
Johor Bahru which consists of six operators. Except Handal Indah all other 5 bus
operators not carry out the bus survey annually or not done yet. Handal Indah
conduct bus survey annually had archive of 3 years record for their analysis. Maju, S
& S and GML Line and Triton bus operators argued that passenger survey or bus
survey is not vary from year before unless drastic changes in fuels price, government
policies, special events or any natural disaster such as flood.

Table 4.3: Frequent of Public bus passenger survey

Bus operators Monthly Annually Others
Maju √
Handal Indah √
S&S √
GML Line √
Triton √
City Bus nd
Note: nd = not done by bus operators, √= yes, X= no

4.1.4 Source of passengers feedback

This survey determines six important source of information’s from

passengers which feedback to bus operators (Refer Table 4.4). On-line customer
complaint form and suggestion box in every bus is provided by Handal Indah and
other four operators not so keen in this method. City bus not even offered basic
customer complaints form to passengers to express their opinions but this company
only receive complaints through short message service (SMS) and phone calls.
Except City Bus the entire bus service providers have customer complaint form to
collect feedback from passengers and result showed that SMS and phone calls are the
popular choice of passengers to feedback. Only Maju and Handal Indah collect
 48

passenger feedback from passenger survey which conducted periodically by these

bus operators.

Table 4.4: Source of passenger’s feedback by bus operators

Statement Maju Handal S&S GML Triton City
Indah Line Bus
Customer
√ √ √ √ √ nd
complaint form
On-line /website
X √ X X X nd
complaint form
Passenger survey √ √ X X X nd
Suggestion box √ X X X nd
SMS / telephone √ √ √ √ √ √
Others X X X X X X
Note: nd = not done by bus operators, √= yes, X= no

4.1.5 Budget allocated for bus survey

This bus operator’s data management survey revealed that all the bus
operators in Johor Bahru are do not have or do not know about their budged
allocations. Handal Indah do not want to share the amount budgeted for passenger
survey and other operation personnel’s whom interviewed said that they do not know
about the budget for survey. City bus not allocates any budget to passenger or bus
survey.

4.1.6 Appointed personnel or department for data management.

Except GML Line and City bus other four operators has dedicated
personnel’s or department to collect and manage the information’s from passengers
 49

(Refer Table 4.5). Maju and Handal Indah have full time customer service
personnel’s to managing the data from passengers. Meanwhile Triton and S & S do
not have any full time personnel or dedicated department to manage the
information’s from passengers.

Table 4.5: Department for data management

Bus operator Yes No
Maju √
Handal Indah √
S&S √
GML Line X
Triton √
City Bus X
Note: √= yes, X= no

Managing data is one of the important activities in bus industries which these
information’s are could be use in business development. The result showed that
Johor Bahru public bus operators do not serious in managing passenger information
to utilized in upgrade passenger needs.

4.1.7 Difficulties faced by bus operators during data collection from

passengers

All the bus operators in Johor Bahru face same type of difficulties during
collect customer’s opinion. This survey determines six type close ended questions to
bus operators to select the difficulties during collects feedback from passengers
(refer Table 4.6). All the public bus operators except City Bus said that toughest
challenge during data collection is passengers don’t give information or passengers
do not give their cooperation. Passenger whom alighting from bus refused to give
their opinion with below reasons;
 50

i. rushing for transit another bus

ii. reached their destination

Time limitation also one of the difficulties facing by public bus operators
during collect passengers opinions. Maju and Handal Indah experience with less / not
trained staff in passenger survey. According to Maju and Handal Indah, surveyor
with lake of experience resulted in some poor data collection from passengers. Maju
and Handal Indah which conduct bus survey faced less manpower during passenger’s
survey even though have dedicated personnel and department (refer Table 4.6).

Table 4.6: Difficulties faced by bus operators during data collection

Statement Maju Handal S&S GML Triton City
Indah Line Bus
Passenger don’t
√ √ √ √ √ nd
give information
Limited budget X X X X X nd
Not trained √ √ X X X nd
Less manpower √ √ X X X nd
Time limitation
√ √ X √ √ nd
with passenger
Others √ √ √ √ √ nd
Note: nd = not done by bus operators, √= yes, X= no

The interesting information from this survey is all the operators gave
same answer for other difficulties as weather condition is one of the most important
factors should be consider during data collection especially; during raining season.

4.1.8 Information’s collects by bus operators from passenger

Passengers opinion play a key role in data collection and nevertheless what is
the information collect is also very important. This bus operator data management
 51

survey question determines 13 elements to be answer by public bus operators in

Johor Bahru (refer Table 4.7) Result showed that all bus operators very concerned
about their bus driver’s attitude, bus fare, safety on board, bus schedule and bus
routes. This result indicated that bus operators more concerned about passenger’s
safety and financial elements rather than other factors such as noisiness, gender,
occupation and seat conditions. All the bus operators not collected information about
lost and found items in the bus. This information is direct link to reliability of bus
service and important element to measure passenger’s satisfaction which totally
ignored by these bus companies which carry higher weightage in this industries.

Table 4.7: Passengers information collects by bus operators.

Description Maju Handal S&S GML Triton City Bus
Indah Line
Cleanliness √ √ X X X Nd
Bus fare √ √ √ √ √ Nd
Seat conditions X √ X X X Nd
Safety on board √ √ √ √ √ Nd
Punctuality X √ X X X Nd
Schedule √ √ √ √ √ Nd
Driver attitude √ √ √ √ √ Nd
Noisiness X X X X X Nd
Bus route √ √ √ √ √ Nd
Gender & age X X X X X Nd
Occupation X X X X X Nd
Lost and found X X X X X Nd
Note: nd = not done by bus operators, √= yes, X= no

4.1.9 Record keeping

Record keeping of bus data management in Johor Bahru is still practiced as

conventional method and latest technology and improvement in information
 52

technologies not fully utilized. Table 4.8 showed that only Handal Indah and Maju
use simple software or spread sheet to kept data. Other three companies Triton,
S & S and GML Line still kept their passengers information record in the files. Even
though Handal Indah and Maju using software for kept the records, it is a very
simple spread sheet such as excel format used to analyze and print reports. Intelligent
transport System is not applied in Johor Bahru by any of the public bus company.
This mean that data which kept by all the bus operators is not updated or at least one
to two years old data.

Since there is no proper records keeping of data and not easily retrieve or
easily transfer to others will creates some administrative problems for authority such
as Road Transport Department, Johor Bahru City Council and Commercial Vehicles
License Board to format good transport policies for city of Johor Bahru.

Table 4.8: Records keeping of passenger opinion data by bus operators

Bus operator Paper report / files Software Others
Maju √ √ X
Handal Indah √ √ X
S&S √ X X
GML Line √ X X
Triton √ X X
City Bus Nd nd nd
Note: nd = not done by bus operators, √= yes, X= no

4.1.10 Purpose of bus company collect data on passenger opinions

All the bus companies in Johor Bahru except City Bus collect data on
passenger opinion for below reason (refer Table 4.9). All the bus operators collect
passenger opinion for their own analysis and for future investment. None of the
companies collect data for authority such as Road Transport Department, Johor
Bahru City Council and Commercial Vehicles License Board.
 53

Table 4.9: Purpose of data collection

Maju Handal S& GML Triton City
Indah S Line Bus
Own use and analysis √ √ √ √ √ nd

Market study /
√ √ X √ √ nd
new investment
For authority
X X X X X nd
(LPKP,MBJB,JPJ)
Others X X X X X nd

Note: nd = not done by bus operators, √= yes, X= no

4.1.11 Activity after collecting the passenger data

All the bus operators except City Bus analyze the passenger’s data by its own
for further action (refer table 4.10). None of the companies submit data for authority
such as Road Transport Department, Johor Bahru City Council and Commercial
Vehicles License Board. On the other hand S & S, GML Line, Triton manually
analyze data’s which collected from passengers. Meanwhile Handal Indah and Maju
use software to analyze data (refer Table 4.10).

4.1.12 Use of collected passenger data by bus operators

The survey result showed that more emphasize given by bus operator in
public bus planning and safety analysis. (Please see table 4.11) According to Handal
Indah and Maju operation personal whom interviewed said that both companies use
data to analyze route impact which it could identify profitable routes and poor
collection routes. Maju and Handal Indah said that this will give some information to
the top management to decide priority route for their bus operation.
 54

Table 4.10 Activities after collect the data from passenger and method of analysis
Decsription Maju Handal S&S GML Triton City Bus
Indah Line
Analyse √ √ √ √ √ nd
Kept in file X X X X X nd
Submit to authority X X X X X nd
Others X X X X X nd
Description Handal GML
Maju S&S Triton City Bus
Indah Line
Manual X X √ √ √ nd
Software √ √ X X X X
Outsource X X X X X X
Others X X X X X X
Note: nd = not done by bus operators, √= yes, X= no

Table 4.11: Use of data collected by public bus operators

Maju Handal S&S GML Triton City Bus
Indah Line
Traffic analysis X X X X X nd
Planning √ √ √ √ √ nd
Route impact analysis √ √ X X X nd
Monitor performance X X X X X nd
Safety analysis √ √ √ √ √ nd
Do not know X X X X X nd
Others X X X X X nd
Note: nd = not done by bus operators, √= yes, X= no
 55

4.1.13 Receive the complete passenger’s opinion reports

This survey determines five important designations in the bus companies and
one others for any other department or any important personnel in the company
which final report of passenger opinions will be given for their perusal and action
plan (refer Table 4.12). This study indicated that operation manager and executive
management is the important personnel or group receiving the final reports of the
passenger opinion survey.

Triton and S & S explained that executive management is the decision maker
of the company and any changes is subject to executive management decisions. Any
way all the companies give the reports to other department such as accounts,
planning and customer service for their reference.

Table 4.12: Receiver the passenger opinion report

Handal GML
Statement Maju S&S Triton City Bus
Indah Line
Customer service √ √ X X X nd
manager
Traffic / Planning X X X X X nd
manager
Operation manager X √ √ √ √ nd
Executive management √ √ √ √ √ nd
CEO X X X X X nd
Others √ √ X √ √ nd
Note: nd = not done by bus operators, √= yes, X= no

Table 4.13 showed that review of the reports by respective personnel in the
companies for further action. All bus operators except City Bus review the final
reports of the passenger opinion survey. This reports which consists important data
of passenger opinion give some important information’s to the management for
derive some action plan for the immediate or future actions.
 56

Table 4.13 Review of reports and action plan by bus operators on final report
Review the report Action Plan by company
Bus operators Yes No Yes No
Maju √ √
Handal Indah √ √
S&S √ X
GML Line √ X
Triton √ X
City Bus nd nd nd nd
Note: nd = not done by bus operators, √= yes, X= no

Unfortunately, only Handal Indah and Maju take action plan after review the
final reports. According to Maju customer service assistant manager, management
stop servicing of few poor collection routes and increased the bus trip in the most
profitable routes after review the report. Some safety improvement was implemented
by Handal Indah with improved version of training module was conducted for the
company bus driver.

4.2 Operational data collection

Bus operation data play a key role in public bus data management.
Operational data collection was collected by interviewed all the six public bus
operators in Johor Bahru.

4.2.1 Company policy

Company policy on operational data collection plays a key role on entire data
management of any bus operators. It is one of the critical success factors of the bus
operator to achieve their business objective and goals. In Johor Bahru only four bus
 57

operators collect operational data (refer Table 4.14). As per discussed in section 4.1.1
it is surprised to know that City Bus (previously known as Alec bus, South Johore or
Transit Link) which operate in this industry more than 30 years not collecting
operational data.

Table 4.14: Company policy on operational data collection

Bus operator Yes No
Maju √
Handal Indah √
S&S √
GML Line X
Triton √
City Bus X
Note: √= yes, X= no

Another bus company which not collects trip data is GML Line. Even though,
other four operators collecting operational data, it is not a complete data collection
which covers all aspects of bus operations. GML line and City bus depend on market
trend and other sources to obtain information about operational data.

4.2.2 Frequent of operational data

Table 4.15 clearly showed that how often the public bus survey conducted in
Johor Bahru which consists of six operators. Except Handal Indah all other 5 bus
operators not carry out the bus survey regularly or not done yet. Handal Indah
conduct bus survey annually and had archive of three years record for their analysis.
Maju, Triton, and S& S bus operator’s personnel’s argued that operation data
collection is not vary from year before unless drastic changes in fuels price,
government policies, special events or any natural disaster such as flood.
 58

Table 4.15 Frequent of operational data collection

Bus Operator Monthly Annually Others
Maju X X √
Handal Indah X √ X
S&S X X √
GML Line Nd nd nd
Triton X X √
City Bus Nd nd nd
Note: nd = not done by bus operators, √= yes, X= no

4.2.3 Source of operational data

This survey determines six important operational data element as source of

information to be collected by bus operators (refer Table 4.16). Passenger feedback
form and ticket sold are the two elements which trip data collected by bus operators
in Johor Bahru. All four bus operators which collect operational data obtained
complaints in form of telephone call and sms from passenger Maju and Handal Indah
collect operational data from passenger’s survey which conducted periodically. None
of the bus companies use intelligent transport system to collect operational data.

Table 4.16 Source of operational data collection

Statement Maju Handal Indah S&S GML Triton City Bus
Ticket sold √ √ √ nd √ nd
Passenger survey √ √ X nd X nd
ITS X X X nd X nd
Feedback form √ √ √ nd √ nd
SMS / telephone √ √ √ nd √ nd
Others X X X nd X nd
Note: nd = not done by bus operators, √= yes, X= no
 59

4.2.4 Budget allocated for operational data

This bus operator’s data management survey revealed that all the bus
operators in Johor Bahru are do not have or do not want to share their budged
allocations. Handal Indah do not want to share the amount budgeted for operational
data collection and other operation personnel’s whom interviewed said that they do
not know about the budget for survey. City Bus and GML Line not allocate any
budget to this operational data collection.

4.2.5 Appointed personnel or department

Except GML Line and City bus other four operators has dedicated
personnel’s or department to collect and manage operational data (refer table 4.17).
Maju and Handal Indah have full time customer service personnel’s to managing the
data from passengers. Meanwhile Triton and S & S do not have any full time
personnel or dedicated department to manage the operational data.

Table 4.17 Department for operational data management

Bus operator Yes No
Maju √
Handal Indah √
S&S √
GML Line X
Triton √
City Bus X
Note: √= yes, X= no

Managing data is one of the important activities in bus industries which these
information’s are could be use in business development. The result showed that
Johor Bahru public bus operators do not serious in managing operational data to
utilized in upgrade bus service.
 60

4.2.6 Difficulties faced by bus operators during collect operational data

All the bus operators in Johor Bahru face same type of difficulties during
collect operational data. This survey determines six type close ended questions to bus
operators to select the difficulties during collects feedback from passengers (refer
Table 4.18). All public bus operators said that toughest challenge during data
collection is passengers don’t give information or passengers do not give their
cooperation.

Table 4.18 Difficulties faces by bus operators during collect operational data
Statement Maju Handal S&S GML Triton City
Indah Line Bus
Passenger don’t give √ √ √ nd √ nd
information
Limited budget X X X nd X nd
No experience √ √ X nd X nd
Less manpower √ √ √ nd √ nd
Others √ √ √ nd √ nd
Note: nd = not done by bus operators, √= yes, X= no

Time limitation also one of the difficulties facing by public bus operators
during collect operational data. Maju and Handal Indah experience with not trained
staff in passenger survey. According to Maju and Handal Indah, surveyor with lake
of experience resulted in some poor data collection. Maju and Handal Indah which
conduct bus survey faced less manpower during data collection even though have
dedicated personnel’s and department.

The interesting information from this survey is all the operators gave same
answer for other difficulties as weather condition is one of the most important factors
should be consider during data collection especially; during raining season.
 61

4.2.7 Type of data collected from operational activities

Operational data play a key role in data collection and nevertheless what are
the information collect is also very important. This bus operator data management
survey question determines 12 elements to be answer by public bus operators in
Johor Bahru (refer table 4.19) Result showed that bus operators are very concerned
about their financial element such as, passenger load factor, passenger volume, bus
fare and number of ticket sold by route. On the other hand, result showed that bus
break own and safety of passengers on board also given importance by bus operator
during operational data collection.

This result indicated that bus operators are more concerned about passenger’s
safety and financial elements rather than other factors such as passenger per trip,
number of trip by route and miss or jump schedule. Except City Bus and GML Line
all other fours bus operators in Johor Bahru collect the peak time and peak season
data collection for their own analysis (refer table 4.20) This information might useful
to these bus companies to plan their bus operation in especially in the peak hours.

Table 4.20: Data collection on peak time and peak season

Bus operator Yes No
Maju √
Handal Indah √
S&S √
GML Line nd nd
Triton √
City Bus nd nd
Note: nd = not done by bus operators, √= yes, X= no
 62

Table 4.19: Type of data collected from operational activities

Description Maju Handal S & S GML Triton City Bus
Indah Line
Passenger load factor √ √ √ nd √ nd
Passenger per trip √ √ nd nd
Passenger volume √ √ √ nd √ nd
Passenger by route √ √ nd √ nd
Bus fare √ √ √ nd √ nd
Ticket sold by route √ √ √ nd √ nd
No. of trip by route X √ X nd X nd
Overall data by X X X nd X nd
monthly / annually
Bus breakdown √ √ √ nd √ nd
Miss schedule √ √ X nd X nd
Safety on board √ √ nd √ nd
Others X X X nd X nd
Note: nd = not done by bus operators, √= yes, X= no

Table 4.21: Record keeping of operational data

Paper / files Software Others
Maju √ √ X
Handal Indah √ √ X
S&S √ X X
GML Line nd nd nd
Triton √ X X
City Bus nd nd nd
Note: nd = not done by bus operators, √= yes, X= no
 63

4.2.8 Record keeping of operational data

Since there is no proper records keeping of data and not easily retrieve or
easily transfer to others will creates some administrative problems for authority such
as Road Transport Department, Johor Bahru City Council and Commercial Vehicles
License Board to format and implement some good transport policies for city of
Johor Bahru (refer table 4.21).

4.2.9 Purpose of bus company collects operational data

All the four bus companies in Johor Bahru collect operational data their own
analysis and for future investment (refer Table 4.22). None of the companies collect
data for authority such as Road Transport Department, Johor Bahru City Council and
Commercial Vehicles License Board.

4.2.10 Activity after collect the operational data

All the bus operators except City Bus and GML Line analyze the
trip/operational data for own use, to know the market trend and future investment
(refer Table 4.22). None of the companies submit data for authority such as Road
Transport Department, Johor Bahru City Council and Commercial Vehicles License
Board. On the other hand S & S and Triton manually analyze data’s which collected
from passengers. Meanwhile Handal Indah and Maju use software to analyze data’s
(refer Table 4.23).
 64

Table 4.22: Purpose of bus company collect operational data

Description Maju Handal S&S GML Triton City Bus
Indah
Own use and analyse √ √ √ nd √ nd
Market study √ √ √ nd √ nd
For to authority X X X nd X nd
Others X X X nd X nd
Description Maju Handal S&S GML Triton City Bus
Indah
Analyse √ √ √ nd √ nd
Kept in file X X X nd X nd
Submit to authority X X X nd X nd
Others X X X nd X nd
Note: nd = not done by bus operators, √= yes, X= no

Table 4.23: Method of use analyze the operational data

Statement Maju Handal Indah S&S GML Triton City Bus
Manual X X √ nd √ nd
Software √ √ X nd X nd
Outsource /
X X X nd X nd
consultation
Others X X X nd X nd
Note: nd = not done by bus operators, √= yes, X= no

4.2.11 Use of collected operational data

More emphasize given by bus operator in public bus route impact analysis,
planning and safety analysis (refer Table 4.24). Handal Indah and Maju use data to
analyze route impact which it could identify profitable routes and poor collection
routes. Maju and Handal Indah said that this will give some information to their top
 65

management to decide priority route and improved version safety measures for their
bus operation.

Table 4.24: Used of operational data

Description Maju Handal S&S GML Triton City Bus
Indah Line
Traffic analysis X X X nd X nd
Planning √ √ X nd X nd
Route impact analysis √ √ X nd X nd
Monitor performance X X X nd X nd
Safety analysis √ √ X nd √ nd
Do not know X X √ nd X nd
Others X X X nd X nd
Note: nd = not done by bus operators, √= yes, X= no

4.2.12 Receiver of complete operational data reports

This survey determines five important designations and one is others for any
other department or any important personnel in the company which final report of
passenger opinions will be given for their perusal and action plan (refer Table 4.25).
This study indicated that executive management is most important personnel or
group receiving the final reports of the operational data collection reports.

All four operator which conducts operational data collection explained that
executive management is the decision maker of the company and any changes is
subject to executive management decisions. All the companies give the reports to
other department such as accounts, planning and customer service for their reference.
 66

Table 4.25: Receiver of the operational report

Description Maju Handal S&S GML Triton City Bus
Indah Line
Customer service
√ √ X nd X nd
manager
Planning manager X X X nd X nd
Operation manager X X X nd √ nd
Executive management √ √ √ nd √ nd
CEO X X X nd X nd
Others √ √ X nd X nd
Note: nd = not done by bus operators, √= yes, X= no

4.2.13 Types and format of report

The four public bus operators which conducted trip / operational data prepare
written reports with some tabular or graphical data brought forward to the company
management for further action. None of the bus operators give maps to support their
findings (refer Table 4.26).

Table 4.26: Type and format of the report

Describtion Maju Handal S&S GML Triton City Bus
Indah Line
Tables √ √ √ nd √ nd
Graphic / charts √ √ X nd √ nd
Maps X X X nd X nd
Text √ √ √ nd √ nd
Others X X X nd X nd
Note: nd = not done by bus operators, √= yes, X= no
 67

4.2.14 Review and action plan

Table 4.27 showed that review of the reports by respective personnel in the
companies for further action. All bus operators except City Bus and GML Line
review the final reports of the passenger opinion survey. This reports which consists
important operational data could give some important information’s to the
management for derive some action plan for the immediate or future actions.

As per discussed in section 4.1.13 unfortunately, only Handal Indah and Maju
take action plan after review the final reports. According to Maju customer service
assistant manager, management stop servicing few poor collection routes and
increased the bus trip in the most profitable routes. Handal Indah with improved
version of preventive maintenance carry out to implement good conditions of bus.

Table 4.27 Review of operational data collection reports and action plan
Review the report Action Plan by company
Bus operators Yes No Yes No
Maju √ √
Handal Indah √ √
S&S X X
GML Line nd Nd nd nd
Triton √ X
City Bus nd Nd nd nd
Note: nd = not done by bus operators, √= yes, X= no

4.3 Conclusion

This analysis showed that bus operator management survey which interviewed all six
public operators gives existing approach and pattern of data management currently
practiced by Johor Bahru public bus operators. This research indicating that the bus
 68

data management in Johor Bahru far less than compare to other cities in developed
countries.

The existing approach is still using conventional method and far behind if compare to
other cities such as Singapore, Seoul and Tokyo in Asia. So, changes in bus data
management in Johor Bahru public bus operators is a must and action plan should be
carry out to improve the situation.
 CHAPTER 5

CONCLUSION AND RECOMMENDATION

5.1 Introduction

This chapter will future discuss on the outcomes of this research according to
means of analysis that have been implement in previous chapter. It will consist of
summary, discussions of research result and some suggestions.

5.2 Summary of the research findings

This research attempts to explore existing pattern of the data management

which practiced by public bus companies in Johor Bahru. The purpose of this
research is to collect and compile existing pattern and effectiveness of data
management by bus operator in Johor Bahru. This research is to know about factors
which affect the bus operator from collecting, evaluating and analyzing the data.

Based on the data analyses that has been conducted, it has concluded that this
research has fulfilled its objectives, which are as per below;

i. To know the pattern of existing data management practiced by bus operators

in Johor Bahru.
 70

ii. To know the factor which affects the bus operator from collecting, evaluating
and analyzing the data.

iii. To suggest and recommend solutions that will help improve the bus
operators data management

The findings of the research not only answered the questions related to the
public bus data management in Johor but it also helps the researcher to suggest and
recommendation take in the future.

5.3 Discussion

This section will discuss the objectives of this research and how it was met. It
also will discuss the findings for the each objectives and the result as well.

Based on the first objective, which is to know the pattern of existing data
management practiced by bus operators in Johor Bahru, finding showed that except
Maju other operator S & S, GML Line and Triton and City Bus do not have ISO
standard policy or any other similar policy. This study also found that there was not a
systematic approach of data management which defines how to conduct a proper
passenger and bus survey to achieve company objective including allocation of
budget, responsible department and their functions which met the second objective to
know the factor which affects the bus operator from collecting, evaluating and
analyzing the data.

These data gained from Part A and Part B of the Bus data management
survey. The analysis was analyzed through company policy on feedback of passenger,
frequency of bus survey, and budget and manpower allocation for bus survey.

This study showed that data collection for passenger opinion and operational
not conducted completely. City Bus totally never conducts any survey to gather
 71

information’s. Rest of the bus operators also not covers entire aspects of the
passenger or operational elements.

Another finding in this study which related to first objective is all the bus
operators kept the collected data or archive the data in files and simple spread sheet.
Latest technologies such as GPRS and satellite website to collect and keep the data
automatic in the systems for analysis not consider by any of the bus operators.

Based on the first objective this study also finds that main purpose of data
collection by these bus operators is to know current market trend and for future
investment only. Since these data not extend to authority, it is make some
administrative implications for authority such as Road Transport Department, Johor
Bahru City Council and Commercial Vehicles License Board not easy to format
good transport policies for city of Johor Bahru.

All the bus operators use the bus data for their daily bus operations which
achieved the bus operator’s objective which give more emphasis on route impact
analysis which benefits for the company.

The finding also showed that it is very minimal action plan by these public
bus companies which took some action plan was intently to improve internal
performance rather than direct benefits to passengers.

This study also found that there was not a systematic approach of data
management which defines how to conduct a proper passenger and bus survey to
achieve company objective including allocation of budget, responsible department
and their functions which met the second objective to know the factor which affects
the bus operator from collecting, evaluating and analyzing the data.

Another finding which met the second objective is difficulties during

collection of data. Factors such as passengers whom don’t want to give information,
time limitation with passengers, less manpower during bus survey and weather
condition during data collection are really affects the bus operator from collecting,
evaluating and analyzing the data.
 72

Based on second objective this study also find that collecting, evaluating and
analyzing the data not properly maintained and update due to no dedicated
department or manpower in public bus companies in Johor Bahru.

5.4 Future studies

The scope research done by me is limited because of some factors like time and
limited cost. From the research and findings obtained, a few suggestions are
suggested to improve the research result. Thus, there are few suggestions for the
future research, that is:

a) Further researches can help to gain more information with full detail by
accumulating the information from Road Transport Department, Johor Bahru
City Council and Commercial Vehicles License Board through interviews
and questionnaire.

b) The next research can be developed by designing a data management model

that can be used to evaluate the discussed elements.

5.5 Recommendation for public bus operators in Johor Bahru

Based on this research and findings the following recommendations are

suggested by researcher to improve current practice of data management among
public bus operators in Johor Bahru.

Study indicating that there is no systematic approach in data management; it

is a suggestion that a manual which gives complete guideline based on best practice
in the region to public bus operators in Johor Bahru. This manual will become basic
tools to manage the bus data. This practice could be integrated in to their current
management system as an improved version to enhance the bus data management.
 73

Since current policy on passenger and operational data collection is not clear
or not well define, it is a necessary to introduce new system to improve the current
policy to achieve the company goals. System such as ISO standard or any other
similar transport standards is sufficient to revamp the existing bus data management
into dynamic public bus transport data control.

It is a suggestion that to form of a working committee on public bus data

management to format systematic approach to manage the data. This committee can
be initiate by Malaysian Road Transport Department and create an ad-hoc committee
which consists of all public bus operator in Johor Bahru, Johor Bahru City Council
and NGO‘s which represent bus passengers to organize the proper data collection.
The report and finding should submit to authorities to design new version of
transport policies and setting of the quality of service standard in Johor Bahru City.

Intelligent Transport System (ITS) is one the tools which could improve data
management in Johor Bahru city. Investment in latest transport software and
technologies would be the best ways to record keeping. Latest technologies such as
GPRS and satellite website collect and keep the data automatic in the systems for
analysis.

5.6 Conclusion

Last but not least, it is now clear that the study shows that pattern of existing
data management practiced by bus operators in Johor Bahru and the factor which
affects the bus operator from collecting, evaluating and analyzing the data. This
research has answered the questions that arise in the early chapter. The finding of this
research clearly shows management strategy of these public bus providers has no
systematic approach for collecting, record keeping, evaluate and analyze bus data
management.
 74

Existing bus data management is not a complete data collection and it is more
on market trend and route impact analysis. This research as revealed that new
transports technologies and tools not utilized by the bus companies in Johor Bahru.
This study answered that public bus data management in Johor Bahru facing great
challenge in managing passenger and operational data as a performance index to
improve services and sustain in the industry.

As a researcher, it is hoped that whatever information and the finding of this

research can contribute some meaningful information to public bus operators in
Johor Bahru as well as useful for the relevant authorities especially for as Road
Transport Department, Johor Bahru City Council and Commercial Vehicles License
Board to design new version of transport policies and implementation for Johor
Bahru City. The information and this research also can be use as a reference for the
future researcher that wants to explore and do the research more in depth that relates
to the formulation of service quality.
 75

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 Appendix A

Bus Operator Data Management Survey

Company profile
Bus operator name : ___________________________________________
Date : ___________________________________________
Interviewee : ___________________________________________
Position : ___________________________________________

PART A: PASSENGER OPINION

1. Company Policy

i. Does your company collect data on passenger opinion?

If you answer ‘yes’ proceed to part iii, if your answer is ‘no’ please
answer part (ii) only and go straight to PART B.

□ Yes □ No
ii. Why your company not collect the data? (Please tick more than one if any)

□ No budget □ No manpower □ No legal requirement

□ Not important □ Depend on other sources □ Don’t know
iii. How often your company conducts passenger survey?

□ Monthly □ Annually □ Other, please specify__________

iv. How you collect passenger feedbacks; (Please tick more than one if any)

□ Customer complaint form □ On-line / website complaint form

□ Passenger survey □ Suggestion box in every bus
□ SMS / telephone □ Other, please specify___________
 79

v. How much budget allocated annually for bus survey or collection of data?

______________________________________________________________

vi. Any appointed personnel to manage data collected in your company?

□ Yes □ No
vii. How many manpower / man hours involve in the data collection?

______________________________________________________________

viii. Please list down the difficulties faced during collection of the data?

□ Passenger don’t give information □ Limited budget

□ Not trained /experience □ Less manpower
□ Time limitation with passenger □ Other, please specify_________
2. What are the information your bus company collect from passenger?

i. Passenger opinion on: (Please tick more than one if any)

□ Cleanliness □ Bus fare □ Seat conditions

□ Safety on board □ Punctuality □ Schedule/frequency
□ Driver attitude □ Noisiness □ Bus route
□ Gender and age □ Occupation □ Reliability
□ Lost and found item
3. How do you keep the record of data?

i. How does your company record and archive the data have collected from
various sources? (Please tick more than one if any)

□ Paper reports / files □ Software (e.g. spreadsheet, database, etc)

□ Other, please specify_______________
 80

4. Why your company collect passenger opinion data’s?

i. Can you specify why your company collect these data?

(Please tick more than one if any)

□ For own use / analysis □ For market study / investment

□ For others purpose, please specify_____________________
For authority, (Please tick more than one if any)

□ JPJ □ Police □ CVLB/LPKP □ Local authority

5. What your company do after collected the passenger opinion data?

i. List the activities after you collected the data? (Please tick more than one if any)

□ Analysis □ Kept in the file (for reference only)

□ Submit to authority □ Other, please specify____________
ii. How do you analyse the data? (Please tick more than one if any)

□ Manually □ Software (e.g. spreadsheet, database, etc)

□ Outsource / consultation □ Other, please specify____________
6. How does your company use the data collected?

i. How does your company use the data collected? (Please tick more than one if any)

□ Traffic analysis / control □ Planning

□ Route impact analysis □ Monitor system performance
□ Safety analysis □ Don’t know
□ Others (please specify) _________
7. Company strategies and action plans.

i. Who receives this performance report? (Please tick more than one if any)

□ Customer service Manager □ Planning Manager

□ Traffic / Operation Manager □ Executive Management
□ CEO □ Other, please specify___________
 81

PART B: OPERATIONAL DATA

1. Company Policy

i. Do you collect data on operational activities?

If your answer is ‘yes’ proceed to part iii, if your answer is ‘no’ please
answer part (ii) only.

□ Yes □ No
ii. Why your company not collect the operational data?

(Please tick more than one if any)

□ No budget □No manpower □ No legal requirement

□ Not important □ Depend on other sources □ Don’t know
iii. How often your company collect operation data?

□ Monthly □ Annually
□ Other, please specify____________________
iv. How you collect operation data? (Please tick more than one if any)

□ Ticket sold / bus pass □ Passenger / bus survey

□ Intelligent transport system (ITS) e.g. GPRS & satellite website
□ Passenger feedback form □ Telephone / sms
□ Other, please specify___________
v. How much budget allocated annually for bus survey or collection of data?

______________________________________________________________

vi. Any appointed personnel to manage operational data collected in your

company?

□ Yes □ No
 82

vii. How many manpower / man hours involve in the trip / operation data
collection?

______________________________________________________________

viii. Please list down the difficulties faced during collection of the data?

□ Passenger don’t give information □ Limited budget

□ Not trained / experience □ Less manpower
□ Other, please specify___________
2. What are the operation information your bus company collect?

i. Operational data on: (Please tick more than one if any)

□ Passenger load factor □ Passenger per trip

□ Passenger volume, □ Passenger per bus / route
□ Bus fare □ Number of tickets sold by route
□ Number of trip by route □ Overall trip data by monthly / annually
□ Bus breakdown □ Miss / jump of schedule
□ Safety on board □ Other, please specify______________
ii. Do you have operational data during peak time and peak season?

□ Yes □ No
3. How do you keep the record operational the data?

i. How do your company record and archive the trip / operation data have
collected from various sources? (Please tick more than one if any)

□ Paper reports / files □ Software (e.g. spreadsheet, database, etc)

□ Other, please specify_______________
 83

4. Why your company collect operational data’s?

i. Can you specify why your company collect these data?

(Please tick more than one if any)

□ For own use / analysis □ For market study / investment

□ For others purpose, please specify______________________
For authority, (Please tick more than one if any)

□JPJ □Police □CVLB □Local authority

5. What your company do after collected the data?

i. List the activities after you collected the data? (Please tick more than one if any)

□ Analysis □ Kept in the file (for reference only)

□ Submit to authority □ Others, please specify____________
ii. How do you analyse the operational data? (Please tick more than one if any)

□ Manually □ Software (e.g. spreadsheet, database, etc)

□ Outsource / consultation □ Other, please specify___________

6. How does your company use the operational data collected?

i. How does your company use the data collected? (Please tick more than one if any)

□ Traffic analysis / control □ Planning

□ Route impact analysis □ Monitor system performance
□ Safety analysis □ Don’t know
□ Other (please specify) _________
 84

7. Company strategies and action plans.

i. Who receives this performance report? (Please tick more than one if any)

□ Customer service Manager □ Planning Manager

□ Traffic / Operation Manager □ Executive Management
□ CEO □ Other, please specify___________
ii. What is the format used to present these measures?
(Please tick more than one if any)

□ Tables □ Graphics/Charts
□ Maps □ Text
□ Other, please specify__________________
iii. Does your company review or assess the reports from data collected?

□ Yes □ No
iv. Any action plan taken from findings in the reports?

□ Yes □ No