FACULTY OF BUSINESS AND MANAGEMENT SCIENCES
MARKET RESEARCH 700
Name & Surname: ______________________
ITS No: _________________________
Qualification: __________________ Year: _______
Module Name: _________________
Specialization: _________________________
Assignment Due Date: _______________
ID Number: __________________ Date submitted: __________ Semester: _______________
ASSESSMENT CRITERIA
QUESTION ONE
QUESTION TWO
QUESTION THREE
QUESTION FOUR
QUESTION FIVE
TOTAL
1. TABLE OF CONTENTS
Accurate numbering according to the
numbering in text and page numbers
2. LAYOUT AND SPELLING
Font – Calibri 12
Line Spacing -1.0
Margin should be Justified
3. REFERENCE
According to the Harvard Method
TOTAL MARKS
TOTAL MARKS FOR ASSIGNMENT
MARK
EXAMINER’S
ALLOCATION
MARK
MARKS FOR CONTENT
30
30
30
MODERATOR’S
MARKS
REMARKS
90
MARKS FOR TECHNICAL ASPECTS
2
3
5
10
100
EXAMINER’S COMMENTS
MODERATOR’S COMMENTS
Name of the Examiner :
Signature of Examiner:
Date :
__________________
__________________
___________________
Name of the Moderator: __________________
Signature of Moderator: __________________
Date:
____________________
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Instructions and guidelines
NB:
1. Candidates are advised to read the guide lines in the study guide.
2. Assignment questions are on page 3.
3. For reference use prescribed, recommended books and other resources you may come
across.
4. Correct Harvard referencing carries (5 Marks).
The purpose of an assignment is to ensure that the Student is able to:
•
Use methods of enquiry and research in a disciplined field.
•
Interpret and evaluate text.
•
Have a sound understanding of key principles and theories, rules and awareness.
•
Solve unfamiliar problems using correct procedures as well as investigate and critically analyse
information and report thereof.
•
Present and communicate information reliably and coherently.
Instructions and guidelines for writing assignments
1. Use the correct cover page provided by the institution.
2.
All essay type assignments must include the following:
2.1. Table of contents
2.2. Introduction
2.3. Main body with subheadings
2.4. Recommendations and Conclusions
2.5. Bibliography
3. The length of the entire assignment must have minimum of 10 pages. Typed with font size 11
Calibri. 1.15 spacing
4.
The quality of work submitted is more important than the number of assigned pages.
5. Copying is a serious offence which attracts a severe penalty and must be avoided at all costs. If
any student transgresses this rule, the lecturer will retain the assignments and ask the affected
students to resubmit a new assignment which will be capped at 50%.
6. Use the Harvard referencing method.
7. Please note that these guidelines are not applicable to quantitative subjects like Accounting and
Statistics.
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FAMILY OF KUGA VICTIM TO BRING CLASS-ACTION LAWSUIT AGAINST FORD
The family of Reshall Jimmy, who died when his Ford Kuga burst into flames, will be pursuing
a class-action lawsuit against the vehicle manufacturer. The family’s lawyer, Rod Montano,
announced the expected lawsuit during a briefing at the National Press Club on Tuesday
(January 17, 2017). Ford announced on Monday that it was recalling the vehicles. In December
2015, the automaker released a statement after several Kuga’s caught fire. It notified owners
that it was investigating reports of engine fires in that model and asked them to take their
vehicle to their dealer for a maintenance check.
Still no closure
Ford has come up with excuses to protect their brand instead of giving the family closure, says
a relative of Reshall Jimmy, who died when his Ford Kuga caught fire in December 2015.
Rushall's brother, Kaveen Jimmy said on Monday following Ford’s press briefing in Pretoria:
“They have not been doing the right thing… all of the time and resources they spent
[misleading] media and any educated person reading the bogus report, they could [have]
spent finding what caused the actual fire.”
Kaveen said his 33-year-old brother was visiting George in the Western Cape when the
incident happened. He said on the evening of the incident his brother drove to his hotel and
“less than a few kilometres from driving out, as he turned onto one of the main roads, his car
burst into flames”. He said his brother was trapped in his car with his seat belt still secured.
“The family only found out four days later… we couldn’t get hold of him, we thought he had
taken some quiet time, and that is not a way anyone should lose their loved ones.”
Brands must ‘take every life seriously’
Jimmy said, noting that the company had chosen a public platform to offer its sympathies.
“They [Ford] did not attempt to contact us. We appreciate [president of Ford Motor Company
of South Africa] Jeff Nemeth’s condolences today [Monday]. Couldn’t they do that two month
after he passed away?” He said they were trying to ensure that brands such as Ford “take
every life seriously”.
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Kaveen said he believed half of the battle had been won. He said: “Our main goal was to get
the Kuga’s 1.6 in South Africa recalled so that the safety of South Africans can be protected.
The next level of the battle is to get Ford to accept [and] to look at the evidence of what
caused my brother’s very senseless death and for us to get closure.” Their attorney Rod
Montano said an inquest was being conducted into Jimmy’s death. He said the matter was
currently under investigation with the George SAPS.
Thousands of Kuga’s to be recalled
Earlier on Monday Nemeth announced a huge recall of the Ford Kuga. The SUVs in question
have all been fitted with the automaker’s 1.6-litre EcoBoost engine and the problem seems
to be only with South African Kuga models. A total of 4 556 Kuga 1.6l Eco-boost models
produced between December 2012 and February 2014 will be recalled. He said if any Kuga
1.6 owner sees any indication that the engine might be overheating or sees any warnings,
they should pull over as soon as it is safe to do so, switch off the engine and ensure all
occupants are safe.
Nemeth said Ford appreciated the high level of concern and disappointment that has been
expressed surrounding the issue. “Ford is built on providing our customers with quality
products and service. We have determined that the fires are due to overheating, caused by a
lack of cooling and circulation. “We can confirm that a total of 39 incidents have been
reported.”
Increase of incidents
In December 2016, the automaker released a statement after a Kuga 1.6 EcoBoost SUV caught
fire. It notified owners that it was investigating reports of engine fires in that model and asked
owner to take their vehicle to their dealer for a maintenance check. National consumer
commissioner Ebrahim Mohamed told reporters in Pretoria that a product that poses any
risks to consumers does not have a place in the market. He said in early December 2016 a
member of staff had alerted the commission to incidences involving consumers who had had
life-threatening experiences with the Ford Kuga.
However, the National Consumer Commission (NCC) had not received any complaints from
individuals about the incident. He said over the past few weeks the NCC had noted with
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concern that many more incidences had taken place and consumers were still at risk. He said
the issue had dragged on for far too long and they had approached Ford to investigate to find
the actual cause of fires in the vehicles to enable them to repair or to replace the faulty
components.
Adapted from: https://businesstech.co.za/news/motoring/150992/family-of-kuga-victim-tobring-class-action-lawsuit-against-ford/
QUESTION 1
(30)
Assuming you are the Market Research Director for FORD, critically give a detailed analysis of
how the collection of primary data would have assisted the organisation to get a better
understanding of its consumers.
QUESTION 2
(30)
Based on the Ford case study you have just read. Present a detailed market research plan on
how you would collect secondary data from all the consumers who were affected by the Ford
Kuga malfunctioning incidents. Part of your plan must include the secondary data analysis
tool that will ascertain the validity of the information collected
QUESTION 3
(30)
Provide a comprehensive evaluation of the characteristics and limitations associated with
the use of a survey method for a market research study
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