Market Research

The research brief I have chosen is: a motor car manufacturer wanting launch an updated model of their best selling family car.

Who is to be surveyed?

1. People that already have the current model of their best selling family car because they will be able to share their opinions on what needs to be changed what they like about the car, what could be better etc.

2. People with expanding families that are looking to purchase a Family Car.

Those would be the target market for the family car therefore they should be surveyed.

How will the data be collected?

The data can be collected by sending out emails, putting out internet questionnaires etc. Also the car company could hire a Market Research agency to help them out with the data collection.

The sources I would use to obtain this data would be primary research and secondary as it is hands on and it will enable the car manufacturer to know exactly what the market is lacking and how they could get a competitive advantage.

What sampling method is to be used and the planned sample size

We need to know:

1. How many people there are in a everyday family car

2. How old are the people travelling in it

3. What they think should change about the car

4. If they have ever had a family car

5. Would like to purchase one

6. How much they actually spent on one

7. How much they would be willing to spend for one

8. What features should be added

The sampling methods I will use are:

1. Survey

2. Customer Interviews

3. Focus groups

4. User groups

I am carrying out market research for a motor car manufacturer wanting launch an updated model of their best selling family car.

Gender:

Female

Male

Age Range:

16-20

21-30

31 –40

41-50

51 and Over

Yearly Household Annual Income:

Below £14999

£15000-£19999

£20000-£24999

£25000-£29999

£30000 and Over

Do you have any children?

Yes/No

If yes how many?...