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RESEARCH METHODS
Assignment One
Three years ago, BRM Motors introduced Zap Car on Ugandan Market. Zap car was regarded as similar to "Mercedes Smart", in terms of space utilization and design. Two years after its introduction in Uganda, the manufacturers of Zap- BRM Motors were very much disappointed with diminishing demand and declining deliveries. The Company turned to Marketing Research to identify the problem and develop a programme to increase the sales. According to one of the managers, the real problem was a "marketing failure", i.e. the Company did not effectively advertise the ZAP Car. Management is at cross roads and wants to take an informed decision with regard to increasing Zap Car sales in Uganda. You have been commissioned as a Consultant to conduct a study and advise the Company on the way forward.
Required:
(a) State the appropriate title and three objectives of your study?
(b) What type of research design and approach would you prefer? Support your answers with reasons.
(c) With justification,explain the appropriate sampling techniques for this particular study.
(d) What would be the sources of your data? Justify your choice.
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