The Actual Marketing Research - Marketing Managers - Research Assignment Help

Assignment Task:

Context:

Generally, marketing managers DO NOT perform the actual marketing research themselves. However, they do frequently brief, select and commission a market research agency, as well as monitor the progress of the research process that the agency is following. Marketing managers also interpret the data and implement actions based on research findings.

Assignments 1-3 requires you to think about the functions of the marketing manager and tasks he/she is performing. These assignments ask you to perform the same tasks undertaken by marketing managers and require you to:

• understand the literature on the key aspect (image OR motivations OR satisfaction) that you are measuring (Assignment 1),
• set clear objectives and consider the strategic role of the research (Assignment 1);
• consider the methodology you will use, the rationale for using it, its advantages and drawbacks and the type of information expected (Assignment 2);
• incorporate Assignments 1 and 2 and build on them (Assignment 3). Assignment 3 will be the complete Research Brief that a marketing manager would provide to a market research agency.

Scenario:
You are the Marketing Manager for Toyota Prius and there are a number of things you want to find out about customers in Australia. On the one hand, you want to determine customers’ attitudes and perceptions towards Toyota Prius (essentially this is the image of Toyota Prius in the consumers’ mind). You also want to establish the factors that customers use to determine their choice of car and their motivations for choosing Toyota Prius. Lastly, you are also interested in finding out the satisfaction of customers driving a Toyota Prius, particularly in relation to their satisfaction with their experience and its various aspects. These are all very relevant topics, since evaluation of customer image, motivations and customer satisfaction and product/service quality are all very common activities conducted by many businesses. 

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