In your team, you will reflect on feedback from assessments 1 and 2, you should choose or refine instruments from assessment 2 and administer them to a small sample of target respondents. As a group, you will make decision on research methods. If you want to change research methods which are asked by the client, you should explain the reasons and make it clear why you would like to conduct different research methods.

Questionnaire: 100
In-depth: 15
Focus: 2 groups with 6 people
Projective techniques: 2 with a minimum of 6 respondents each.

You will then analyse the data and report on your findings, comparing the results from the various instruments against each other. You will then do a critical analysis of the effectiveness of each instrument in yielding the information required.

A suggested format would be to first present the results gained from each instrument, separately, next to compare the results across instruments, in terms of which gave different types of responses, and then to have a concluding section evaluating the relative effectiveness of each instrument in gaining insightful information appropriate to the needs of the research situation.

Your work will be judged on whether you have demonstrated

– Attention to the brief
– Ability to compare the methods critically
– Ability to evaluate the data yielded from the instrument for its ability to deliver the information required.

s I told you during my lectures we made some changes with the numbers on the focus group and survey for your assignment. You can conduct between 60-100 questionnaires and only 1 focus group. We keep in-dept interview number the same.

Based on the feedback we had from you, some of you friends experienced difficulties with their group partners. We encourage group work in our school because group work gives students some useful experiences that are helpful in business life. Some students now have to cover their group partners’ work because they are either on a long holiday or not very keen on showing the same interest in their assignments. This also happens at work, not just at university.

I would like to make it very clear that you have group work but if your marks are different, please do not be surprised. At the end of the semester we will ask you to mark your friends’ contribution to the group project and this peer element will affect your actual mark.

Like in real life, people who demonstrate that they value and effectively support group work, show more effort in completing the task and have taken more responsibility, will be rewarded the most.

questionnaire should be about:


What colour choices should Jaguar offer on its new car?

Company background:

Last year marked the 75th anniversary of the Jaguar name, and 75 years of looking forward, designing and building cars that represent the very best of technical innovation, design leadership and sporting success.

Jaguar was founded as the Swallow Sidecar Company by Sir William Lyons in 1922, originally making motorcycle sidecars before evolving into passenger cars. The name was changed to Jaguar after WWII to avoid the unfavourable connotations of the SS initials Following a merger with the British Motor Corporation in 1968, subsequently subsumed by Leyland, which itself was later nationalized as British Leyland, Jaguar was listed on the London Stock Exchange in 1984, and became a constituent of the FTSE 100 index until it was acquired by Ford in 1989, Jaguar has, in recent years, manufactured cars for the Prime Minister, the most recent delivery being of an XJ model on 11 May 2010. The company also holds Royal Warrants from HM Queen Elizabeth II and HRH Prince Charles.

Jaguar cars today are designed in Jaguar Land Rover’s engineering centres at the Whitley plant in Coventry and at their Gaydon site in Warwickshire, and are manufactured in Jaguar’s Castle Bromwich assembly plant near Birmingham.

Over the years Jaguar has built some of the world’s most iconic cars; the XK120, introduced in the late 1940s, was an instant sensation and the most glamorous sports car of the period; the C Type and D Type race cars that followed, dominated motor racing in the 1950s; the E-Type, launched in the heady 1960s, has been called the most beautiful car ever built and it defined a whole generation. Sports cars have always defined Jaguar, but the Company has also built some of the Industry’s most memorable sedans, such as the Mark II in the early 1960’s and the renowned XJ range.

Just a few years ago we set out to re-make Jaguar and to revitalize the model range. We started in 2008 with the introduction of the all-new award-winning XF. This four door, five seat car has the looks of a coupe and the heart of a sports car. In 2009 we re-engineered the XK coupe and convertible, and in the process created one of the world’s great grand tourers.

Background to the problem
Jaguar is working on a new sports model that will be priced in eth sub-£30,000 segment of the market. Smaller than the recently-announced C-X16 and aimed at a different customer, the company would like to explore what exterior colours they should choose for the launch of this new car. To that end, they would like you to produce a research report from among potential customers, that explores various colours and their associations for the brand.

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