MKT 324 Research Project Guidelines The purpose of this project is to review and apply the key concepts covered during the course. You will use the marketing research process to solve a marketing prob

TO: Nick Thomas, ZEN Motors CEO

FROM: Brandy Gardner

DATE: January 31, 2021

SUBJECT: Research Process

Nick and Ashley are looking for a marketing strategy that will enable them to answer the following objectives Identify consumer preferences for different types of cars, identify a theme between values of the consumer and the car style, determine consumer priority of social recognition versus environmentally conscious vehicles and determine consumer attitudes about car style and fuel costs. For the purpose of Nick and Ashley’s secondary data research I would recommend using is websites.

Secondary data is the data that has already been collected through primary sources and made readily available for researchers to use for their own research. There are many websites out there that can help with this, because many of them have collected the date. The first site and article I would recommend would be Edmunds article titled Most popular cars in America. This article is a list of the top-selling vehicles by state, as determined by Edmunds data collected over the course of 2020*†. This list could be very helpful with finding out what type of car is the most popular.

The second article I would recommend is Insurify article titled The Most Popular Cars by State. This article uses data collected from over 2 million car insurance applications. This article also lists the cars general price, miles per gallon and NHTSA Overall Safety Rating which could all be very helpful to Nick with determining consumer attitudes about car style and fuel costs.

By using these secondary data articles Nick and Ashley can get a better idea on the consumer preferences on types of cars prefer in which would help answer their questions about consumer preferences for different types of cars and consumer attitudes about car style and fuel costs.

References

Burns, A. C., & Bush, R. F. (2012). Basic Marketing Research: Using Microsoft Excel Data Analysis (3rd ed.). Upper Saddle River, NJ: Prentice Hall.

These are America's MOST POPULAR CARS. (2021). Retrieved 1 February 2021, from https://insurify.com/insights/most-popular-cars-by-state-2020/

Most popular cars in America. (2021). Retrieved 31 January 2021, from https://www.edmunds.com/most-popular-cars/