Reflection on marketing research

Problem definition
            Marketing research has become an important process that business firms carry out to systematically record, gather and analyze collected data on a problem facing an organization. This may relate to marketing products or even services that are being offered by a business. In our marketing research which involved a group of seven researchers, we observed through symptoms that there was lack of understanding in the management of Toyota Motor Corporation of consumer attitude and perception of hybrid cars found in the UK market. From the research, it was evident that this lack of understanding made it impossible for the corporation to penetrate, monitor or even come up with ways of creating awareness among consumers and changing their attitudes towards hybrid vehicles.  

            Baker and Mouncey (2003, p. 415) indicate that understanding diverse needs of consumers leads to formulation of important product decisions that ensure services and products are competently offered to meet the needs of consumers. On the same note, Sleight (2004, p. 380) and Hartman (2004, p. 409) are quite unanimous that understanding the attitude of consumers is a central pillar for most organizations that aim at winning consumer loyalty at both local and regional markets. In our research, it was evident that understanding consumer attitudes and perceptions in the hybrid car market in the UK eventually leads to the provision of required products. According to Holzwarth, Janiewski and Neumann (2006, p. 30), the latter creates an opportunity for businesses to develop customer loyalty and leverages demand for continued market dominance and profitability.

Objectives
            Our team defined the objectives associated with consumer perceptions and attitudes towards hybrid industry in the UK and was driven by the need to provide accurate information, determination of any indecisiveness in the management of Toyota Motors as well as identifying the reaction of consumers and competitors when improvements will be realized. As such, our objectives included analyzing and exploring secondary data on the UK hybrid car industry, obtaining data on trends and activities of hybrid car owners and various marketing aspects that dictate the trends in the UK car market.
Conducting secondary research
            It was definite for our research team to appreciate that in order to save expenses and time in the due process of conducting primary research, it was important for the group members to conduct secondary research. We applied several techniques that we had learnt in our tutorials in the markets in the UK hybrid industry. Besides, we used several research databases such as EBSCO, Nexis UK and Mintel Marketing Intelligence to obtain data on consumer perception of the UK hybrid industry. The reason for adopting secondary research was to understand the situation facing the hybrid car market in the UK and also to know the trend of usage and purchase of vehicles in this industry.

            According to Manfreda et al (2008, p. 100), secondary research should be undertaken since previous data that was collected in a similar study can be used for the purpose of supplementing the current study. As such, our team checked for secondary data which we mostly found to be internal. Archives, libraries Invoices from sales as well as warranty cards provided the needed information in the process of conducting research.

            Besides secondary data, our study also made use of primary data. The research involved primary collection of materials necessary for ensuring that all the information was considered for conclusive compiling of results. The primary methods that were employed included use of a quantitative approach through questionnaires. The reason for this choice was so as to obtain a qualitative understanding of the management problem and to answer the question ‘why’.  As such, it involved visiting the company retail outlets where questionnaires were distributed and relevant information obtained from managers.  They were able to provide information on the quality of their products and how consumers perceived them in addition to the major reason that had led to reduced sales.
Research design
            The research design for our study was descriptive in nature. Bryman and Bell (2003, p. 100) indicate that a descriptive research design entails the use of scientific methods of behavioral patterns and description as well as observation of the subject matter without any major influence towards it.  It is vital to put in place some data that can be analyzed. Moreover, it is a major pointer to future statistical researches for a product in an organization. In this design, our team employed the six W's for effectiveness during application of the research process.  To begin with, we sought to establish who was to be considered when conducting the research.  This was critical in determining the correct market niche that aids in improving the marketability of the organization’s products.  Since different products have varying target consumers in the market, Pallant (2010, p. 120) points out that organizations identify their consumers and thereafter focus on them for future product improvement in addition to maintaining a desirable market share. 
            In addition, we established where respondents would be obtained from.  The fact that Toyota Motor Corporation products were being well assimilated in several destinations, it was necessary to determine the regions which the research would be carried out for effective outcomes.  Hence, representative samples were preferred from all the regions for an inclusive and effective research of the organization.  Holzwarth, Janiewski and Neumann (2006, p. 30) indicate that it may be necessary to focus on a particular region at different times especially when testing new products and their suitability. Therefore, we took great care to ensure that the selected region was well informed for consumers to be prepared with the information required.
Lessons learnt and recommendations
            From the research, I learnt that the use of quantitative research involves exploring various and diverse variables in an organization. In addition, these variables ought to be adhered to in the process of managing an organization.  Whereas the confirmation may reduce the emphasis of the research for the organization, we wrote a proposal and noted that it should still be conducted since it may form the basis for the next research.  Gathering new data from the market in form of conducting research is a continuous process that involves all the sections with the aim of improving overall suitability of the organization for the sake of higher productivity. Therefore, depending on the original objectives of the research, it is possible to initiate future research which is aimed at improving the quality of the organization’s operations. 
            Besides, we noted that the research assisted in making the records of the organization that may be used for future reference.  Since the current business world is quickly changing due to globalization, the records may help in establishing the trend of objective research necessary for organizational growth.  As indicated earlier, when the different variables are extrapolated assist the management to understand the organization's inner details with ease.  This might be especially necessary for new managerial practices in an organization.

Feedback and proposal
            From the research, we obtained both negative and positive feedback in our application of secondary and primary research methods. Most importantly, the feedback was critical in learning the weakness of our methods and improving on better and productive techniques. Cooke and Buckley (2008, p. 270) indicate that one of the advantages of secondary data is that it reduces the cost of gathering information in addition to saving time. However, some members of our team seemed to have hesitated in their application of secondary research in this study by citing the problem of inaccuracy. They indicated the perspectives held by Liu (2006, p. 75), who elaborates that secondary data does not perfectly fit a management problem due to lack of accuracy. In contrast to the primary data, it may be impossible to verify facts. Since the published and republished data may have errors; our group was keen on evaluating secondary data to determine its usefulness, presence of bias, the preset objectives of data collection, errors and accuracy as well as nature of data used such as categories and variables. 

            After gathering relevant information, we embarked on wring a proposal which we gave an introduction on client and the reason for conducting research. The idea was to be precise and knowledgeable of the current trends in the UK hybrid market. It is important to note that managers require information on the feelings of consumers on their products in order to generate positive results or change their products as part and parcel of improving consumer’s perception. I noted that marketing research on consumer attitudes towards certain products required efficiency, accuracy and openness among the stakeholders for correct information to be generated.  Since marketing research involves approaches that may redefine or change the initial mode of organizational management, there was a need for group members to apply ethics, honesty, as well as provide direction and facts which the management at Toyota Motor Corporation would use to add value to the minds of customers.

 

Unilever ice cream perfomance in the European market share

1. What is the source of Unilever’s advantages over its competitors?

            Unilever has a broad channel of distribution compared to its market rivals. It especially makes use of small scale retail outlets. Even though such outlets do not use several freezer cabinets when selling ice cream from Unilever, they have a significant multiplication effect towards the distribution of ice cream from Unilever. The company has also been retailing its other products using the aforementioned outlets thereby boosting its overall power of distribution. In addition, the company enjoys economies of scale that have been largely generated by a strong brand name in the market. In other words, Unilever is capable of producing in large scale without the fear of inadequate marketing opportunities. As a result, it readily enjoys the benefits associated with large scale production. Some of these benefits include high volume of sales, improved profitability and large trade discounts from other trading affiliates. Moreover, the strong brand image associated with Unilever has made it possible for the company to implement its strategies both at the national and pan-European levels.    

2.    What are Unilever’s main strengths? Where so its weaknesses lie? What, if any, would you do about its weaknesses?

            Unilever has several strengths in the European market in spite of the stiff prevailing competition. Firstly, it has a along reputable history in the production of consumer goods. In other words, it is a well known global brand. This makes it easy for the company to market its products. Besides, it has a ready access to manufacturing resources across the globe. Moreover, the company is strong in terms of its ability to harness synergy of resources.

            Unilever works closely with its distribution partners such as small scale retailers. Hence, it has developed a cordial relationship with its various chains of distribution and therefore capable of reaching out the widest market. The company has a strong base and appreciation for intensive research and development. This has led to variety of products in the market that meet the various tastes and preferences of consumers.

            On the other hand, the greatest weakness of Unilever especially in its European market is lack of participation in the confectionary market unlike its competitors. Other weaknesses include fall in revenues, reduced expenditure in research and development as well as poor management of brands. These weaknesses can be minimized by revamping brand management skills, boosting research and innovativeness, exploring untapped markets and also developing a confectionary division for it ice cream brand. 

3.    Should Unilever go further in launching truly Pan-European products, like those associated with Mars Ice cream and Nestle Kit Kat ice cream? How important, if at all, are such products to the overall Unilever strategy?

            The company should indeed go ahead and launch truly Pan-European products in the market bearing in mind that its competitors have already rolled out such products. The prevailing market competition is quite stiff and therefore the company should fully entrench itself in the European market. A product such as ice cream is important to Unilever because it cultivates early consumption habit among young consumers ( who are mainly minors). By targeting consumers who are still in their tender ages, the company will not merely be promoting future markets; it will also be improving its brand loyalty. Therefore, it will act as a potential marketing strategy for both the current and future marketing needs of the company.    

Bread for the journey: Thoughts from the weekend

Bread for the journey: Thoughts from the weekend: Thoughts from the weekend: From yesterday's Sunday morning service:  Those who drove in from Canada, Ohio, Indiana (and other states) ...

How to Write an Argumentative Essay

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Introduction

In this type of essay writing, we do not merely give information but also present an argument with the PROS (supporting ideas) and CONS (opposing ideas) of an argumentative issue. We should clearly take our stand and write as if we are trying to persuade an opposing audience to adopt new beliefs or behavior. The primary objective is to persuade people to change beliefs that many of them do not want to change.

 Choosing an argumentative topic is not an easy task. The topic should be such that

• it should be narrowed down

X Marijuana should be considered illegal. (Not a good topic because it is too general. In some medical cases, marijuana is prescribed by the doctors and the patients are encouraged to use it in case of suffering from too much pain)

√ Selling and using marijuana in public places should be considered illegal.

• it should contain an argument

X We should decide whether we want a bicycle or a car. (our stand is not clear: do we support having bicycles or cars?)

√ If we are under the age of 30 and want a healthy life, we should definitely get a bicycle instead of a car.

X Are you one of those who thinks cheating is not good for students? (a question cannot be an argument)

√ Cheating helps students learn.

X Considering its geological position, Turkey has an important geopolitical role in the EU. (facts cannot be arguments)

√ Considering its geopolitical role, we can clearly say that the EU cannot be without Turkey.

• it should be a topic that can be adequately supported (with statistics, outside source citations, etc.)

X I feel that writing an argumentative essay is definitely a challenging task. (feelings cannot be supported; we cannot persuade other people)

If you believe that you can find enough evidence to support your idea and refute others effectively, you can choose challenging topics as well. You can enjoy writing about such topics:

          Cheating is beneficial for students.

          Murat 124 is a very good choice for conscientious drivers.

          Stress is good for the human body.

          Polygamy is quite natural.

          For women, there is no need for men.

Organization: All argumentative topics have PROs and CONs. Before starting writing, it is imperative to make a list of these ideas and choose the most suitable ones among them  for supporting and refuting.

         

There are three possible organization patterns:   

Pattern 1:

          Thesis statement:

PRO idea 1

          PRO idea 2

          CON(s) + Refutation(s)

          Conclusion

Pattern 2:

Thesis statement:

          CON(s) + Refutation(s)

          PRO idea 1

          PRO idea 2

         

          Conclusion

Pattern 3:

          Thesis statement:

          CON idea 1                    -----> Refutation

          CON idea 2          -----> Refutation

          CON idea 3          -----> Refutation

          Conclusion

The sample essay has been written according to the third pattern.

Thesis: Do Reiki instead of taking medicine.

	Counter arguments		Refutation
1.	People should trust medicine since it is effective and scientifically proven.	----->	Reiki is also scientifically proven and does not have side effects. (refutation method: insufficient claim)
2.	Serious illnesses such as HIV/AIDS and cancer cannot be treated without medicine.	----->	Medicine also cannot treat serious illnesses if not diagnosed at an early stage. (refutation method: opponents are partially correct)
3.	Reiki, like alternative healing methods, requires a lot of time.	----->	Reiki requires less time if done regularly. (refutation method: opponents are completely wrong)

Supporting our ideas: This is the most important part when persuading others. We are asking some people to change their beliefs or actions. We should be supporting our ideas with such facts, statistics and/or authorities that there should not be room for any doubts. Here are some faulty supports we should avoid:

Thesis: Leaving the university and starting to work is good for the adolescent because …

• Feelings, emotional arguments (… it makes one feel much better.)
• Irrelevant examples (wandering off the topic) (… he would then be able to take his girlfriend to expensive restaurants.)
• Oversimplification (… only then would he understand what it means to be an adult.)
• Hasty generalizations (... it is a widely known fact that all adolescents look forward to earning money.)
• Unreliable, even false outside sources (… according to www.doubtme.com, 80% of working men wish they quit school when they were at university and started working at an earlier age.)

           

Refuting opposing arguments: Before we start saying that the opponents are wrong, we should specify their opposing ideas. Otherwise, it would be like hitting the other person with eyes closed. We should see clearly what we are hitting and be prepared beforehand so that he cannot hit us back. We can do this by knowing what we are refuting.

e.g. X Some people may say that adolescents should not leave university education; however, they are wrong. (what they say is not wrong. Maybe their supporting idea is wrong /irrelevant /insufficient. We should state their supporting idea specifically to be able to refute it.)

√ Some people may say that adolescents should not leave university education because they are not physically and psychologically mature enough to cope with the problems of the real world. However, they forget one fact: adolescents can vote or start driving at the age of 18 (in some countries even before that age!), which proves that they are considered physically and psychologically mature at that age.

Language: Signposts gain importance in the argumentative essay. They enable the readers to follow our arguments easily.

When pointing out opposing arguments (CONs):

Opponents of this idea claim / maintain that …           

Those who disagree / are against these ideas may say / assert that …

Some people may disagree with this idea.

When stating specifically why they think like that:

The put forward this idea because …

They claim that … since …

Reaching the turning point:

However,

but

On the other hand,

When refuting the opposing idea, we may use the following strategies:

• compromise but prove that their argument is not powerful enough:

They have a point in thinking like that.

To a certain extent they are right.

• completely disagree:

After seeing this evidence, there is no way we can agree with what they say.

• say that their argument is irrelevant to the topic:

What we are discussing here is not what they are trying to prove.

Their argument is irrelevant.

Kindly go through the sample argumentative essay below:

HEALTH AND HEALING AT YOUR FINGERTIPS

Throw out the bottles and boxes of drugs in your house. A new theory suggests that medicine could be bad for your health, which should at least come as good news to people who cannot afford to buy expensive medicine. However, it is a blow to the medicine industry, and an even bigger blow to our confidence in the progress of science. This new theory argues that healing is at our fingertips: we can be healthy by doing Reiki on a regular basis.

Supporters of medical treatment argue that medicine should be trusted since it is effective and scientifically proven. They say that there is no need for spiritual methods such as Reiki, Yoga, Tai Chi. These waste our time, something which is quite precious in our material world. There is medicine that can kill our pain, x-rays that show us our fractured bones or MRI that scans our brain for tumors. We must admit that these methods are very effective in the examples that they provide. However, there are some “every day complaints” such as back pains, headaches, insomnia, which are treated currently with medicine. When you have a headache, you take an Aspirin, or Vermidon, when you cannot sleep, you take Xanax without thinking of the side effects of these. When you use these pills for a long period, you become addicted to them; you cannot sleep without them. We pay huge amounts of money and become addicted instead of getting better. How about a safer and more economical way of healing? When doing Reiki to yourself, you do not need anything except your energy so it is very economical. As for its history, it was discovered in Japan in the early 1900s and its popularity has spread particularly throughout America and Western Europe.  In quantum physics, energy is recognized as the fundamental substance of which the universe is composed. Reiki depends on the energy within our bodies. It is a simple and effective way of restoring the energy flow. There are no side effects and it is scientifically explained.

Opponents of alternative healing methods also claim that serious illnesses such as HIV/AIDS and cancer cannot be treated without drugs. They think so because these patients spend the rest of their lives in the hospital taking medicine. How can Reiki make these people healthy again? It is very unfortunate that these patients have to live in the hospital losing their hair because of chemotherapy, losing weight because of the side effects of the medicine they take. Actually, it is common knowledge that except for when the cancer is diagnosed at an early stage, drugs also cannot treat AIDS or cancer. Most of the medicine these patients use are to ease their pain and their sufferings because of the medical treatment they undergo. Instead of drugs which are expensive and have many side effects, you can use your energy to overcome the hardships of life, find an emotional balance, leave the stress of everyday life and let go of the everyday worries. Most of the chronic conditions such as eczema or migraine are known to have causes such as poor diet and stress. Deep-rooted anger or other strong emotions can contribute to viral infections as well. Since balancing our emotions and controlling our thoughts are very important for our well-being, we should definitely start learning Reiki and avoid illnesses before it is too late.   

Some people may still maintain that in our material world, everything depends on time. It is even “lacking time” that causes much of the stress that leads to the illnesses we mentioned. How would it be possible to find time to do Reiki to ourselves and the people around us when we cannot even find time to go to the theater? This is one good thing about Reiki; it does not require more than 15 minutes of our time. There is no need for changing clothes or special equipment. It is a wonderfully simple healing art, an effective method of relaxation and stress-relief. Most important of all, it is less time consuming than medicine if we think of all the time we spend taking medicine for some complaints and taking some more for the side effects as well.

Having said these, resistance to Reiki would be quite illogical. Reiki is natural and drug-free. What is more, it is easy to learn by anyone, regardless of age and experience. It can be used anywhere, anytime. It also enhances physical, mental, emotional and spiritual well-being and the benefits last a lifetime. It is definitely high time to get away from the drug boxes we store in our drug cabinet!

__________________________________________________________________

How to Write a Persuasive Essay

1.      Allocate yourself adequate time.

It is vital to secure enough time in order to craft an argument that you'll enjoy writing. If you rush up through the writing process, it may worsen the entire writing. Trying to cram an entire 5 paragraph persuasive essay within 100 minutes is not a good idea. Additional help can be found by clicking here.

2.      Think out randomly. Writing a persuasive essay is similar to writing an ordinary essay paper. Indeed, before you begin, you have to come up with a good solid view, a foundation which you can base your entire paper on. It's best if you pick a topic which you know a lot about.

3.      Start with an introduction. This has to be your paragraph that draws attention to your essay. Start with a hook, an attention-grabber. If you can, avoid opening with a question - the most popular, but hazardous way to begin your essay. Then, state clearly what you are going to argue.

4.      Avoid being too specific at the introductory paragraphs. Most of the details should be handled in the body of the essay. Just lay out your main idea and opinion. The last sentence of your first paragraph should be a thesis statement, and have the basic idea that encompasses all that you will say in the rest of the essay.

5.      Develop the body paragraphs. Write a minimum of three paragraphs for the body of the paper. Each paragraph ought to cover a major point to support your argument and thought process. Each paragraph should incorporate three smaller points defending each larger point.Look at several examples in our custom writings

6.      Consider adding rebuttal (although this may be optional). You might not be required to do this, but it makes your essay stronger. In the second-to-last paragraph, address the concerns of people who might disagree with you.

7.      Develop your conclusion. Restate each of your points and end the whole paper with a very well written sentence that leaves the reader with an imprint of the essay. Make it something that they won't easily forget.

8.      Proofread for grammar and spelling mistakes. Use the spell checker on your computer to check the spellings of the words (if applicable). Also check your paper twice for yourself to make sure the content makes sense. You may want to  read more custom written essays in our blogs section. 

How to write an admission letter

A letter of admission is a letter that is usually sent to a recipient confirming that they have been admitted to a specific event, course, or academic institution. Letters of admission are the main way university students find out if they have been admitted to universities where they have applied. Letters of admission may also be used to let someone know they have been admitted into a club or a special organization. Sample letter of admission Edna R. Pearce 1293 West Side Avenue River Edge, NJ 07649 Dear Edna, We are pleased to inform you that you have been offered a spot in the class of 2014 for the University of Oklahoma! After reviewing your application and all the supporting documents, we have determined that you are exactly the kind of student that we are looking for to carry on the University of Oklahoma tradition. Attached to this letter you will find a full admissions package, along with specific information on how to accept this offer. We ask that you respond within 4 weeks, as there are many other candidates who are waiting for any unaccepted spots! Once again, congratulations. We hope to hear from you soon! Sincerely, University of Oklahoma admissions ORDER  FOR YOUR PAPER TODAY

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Fraudulent essay writing websites are not only defrauding their staff of writers, they are also defrauding their customers. If you are a student, you are probably juggling four or five classes, a part-time job and a social life. So when Professor Ilovetermpapers assigned you a 10 page essay this morning, you struggled to figure out how you could possibly finish that over the weekend with work, sleep and all those parties. Well that's easy! Run a quick search on the internet, scrounge up around twenty bucks and you just bought yourself a well-written essay and a free weekend. Score!

Well before either of you start to celebrate, you should know that many of these websites state they are operated in the US; complete with bogus US customer service numbers, however, the truth is quite the contrary. The most popular websites are run outside US, and when one of their sites is exposed, they just create ten more. But what does that mean to you? Does it really matter that they are operated overseas? You bet.

The fraudulent essay writing websites tout that their "staff" of "500 professional writers" is waiting at your disposal to write that pesky term paper you just can't get to. You will want to note, however, the look on your professor's face as he hands back your paper for revision. That is the perplexed look of "I didn't realize English was Timmy's second language". Most of the papers that come to you from these websites are written by people in foreign countries who fail to use proper American style English and are quite possibly full of errors that you would never catch as you forgot to read that chapter on the whole "1929 stock market crash" thing. (Unless, of course, you were lucky enough to receive one of the papers written by a legitimate, albeit starving, freelance writer.)

There are various ways of making sure that you are buying from a legitimate term paper mill. Before you sign up for any website, run an internet search on freelance writing scams, essay writing scams, or enter the name of the site you are thinking about joining. At the very least it may return a few forums where current or former employees or clients are discussing the pros and cons of the business. It may also return many of the scam watch websites out there created to protect freelance writers and students.

The scam watch websites also provide information on warning signs you should watch for in order to identify fraudulent essay writing businesses. For instance, if the website you are reading through contains poor grammar, most likely it is not a legitimate business. If they are charging you, the student, less than about $12 per page for writing a research paper from scratch, you're looking at receiving a paper from an ESL writer. This is why at http://premiercustomwritings.com/, the management has embarked on a quality monitoring program to ensure that its clients receive the best from their hard earned cash. It is one of the best essay writing companies out there.

 If you are writing for a company that sells full term papers at $16.95 for the client but they promise a minimum of $5 to $16 per page for writing it, obviously there is some Enron-style accounting going on there.

Have you ever gone through a bad experience with any essay writing website? Kindly leave your comments below.

Passing of gun violence measures by Obama in 2013

I fully agree with the desire by president Obama to pass new gun violence measures even as we usher in 2013. The recent spate of killings by gunmen leave no option but to adopt stricter legislations that will cut down deaths related to gunshots.  What is your take on this? Leave your comments below.

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