Market and Social Research

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Experience Level: Intermediate
You have been appointed as Marketing Manager for Thompson%u2019s Toys. Turning up for work at 9.00 on the first Monday morning, you feel well prepared as you have studied the market for toys and fully understand the industry that you are about to start work in.

As you arrive, you are greeted by the Managing Director, Harry Thompson, who is pleased to see you. He tells you that Thompsons commissioned a research programme a couple of months ago but, despite it being an expensive exercise, he is far from confident with the results: he has been through the report the consultants submitted but, because he is not a market researcher, he is unsure whether his reservations about the report are justified. He has a Board meeting arranged for 17.00 that evening, and would like to be able to say, one way or the other, whether his fears are justified.

Consequently he is asking you, as your first task, to spend the day reading the consultants%u2019 report and to give him your views by 17.00, in time for the meeting. With your training and experience you feel confident to tackle this job, and know that you have a number of areas to think about:

%u2022 Consider the appropriateness of the secondary data collection and analysis
%u2022 Critically appraise the sampling
%u2022 Critically appraise the collection and analysis of primary data (including the questionnaire) in terms of consistency, completeness, appropriateness and accuracy
%u2022 Assess the conclusions and recommendations in the report
%u2022 Critique the presentation of the report
%u2022 Consider what you would recommend to Harry Thompson in terms of accepting (or not) the report and, if there are areas of concern, briefly outline what research approach you would consider appropriate

In the light of your study, present a report to Harry Thompson presenting your views on the report and presenting your recommendations and conclusions based on your analysis. This report should be no longer than 2,500 words, and be in appropriate report style.

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