Mid-module assignment

Name: Elena Baycheva
Module: Market Research
Tutor: Alan Kay
Submission Date: 08/02/2016
Confidentiality: I have read and understand the Policy on Relationships between the University of Essex Online, Students and Employers
Academic Integrity Statement: I have read and understood the Academic Integrity guidelines for Kaplan Open Learning and the University Of Essex, and declare that this assignment conforms to all of the rules and regulations contained there.

Contents Section 1-Description of the client and the industry 3 Section 2- Evaluation of the research methods 4 Section 3-Qualiatative research 5 Section 4-Evauation of the chosen methods 6 Conclusion 7 Bibliography 7

Section 1-Description of the client and the industry

The Association of Motorcar Manufactures represents four major car manufacturers (Ford, Toyota, Vauxhall and Jaguar) across the UK. The Association is established before 30 years and its initial role is to collect information about the sales of these four car brands, which is used by the manufacturers and dealerships for their future actions and plans.’(case study) The brands are well-known and widespread in UK. The Association also represents their manufacturers views by campaigning to Government, state bodies, the media and the motoring public on various issues that may affect the industry.’ (case study)
The highly intense competitive rivalry in the car industry requires frequent researches. The association carries out a monthly omnibus survey, which is a relatively low cost way of gathering data, which covers numerous aspects and is easy to conduct. The purpose is to find information about the number of car purchases and registrations across the specific brands, what is the reaction to eventual innovations, what is the buying behaviour of the customers, the image perception and the brand