Marketing Research Report for World Wide Tobacco (WWT)

BUSINESS
DECISION-MAKING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................5
TASK 1............................................................................................................................................5
1.1 Creating a plan for collecting the data..............................................................................5
1.2 Survey methodology and sampling frame........................................................................6
1.3 Questionnaire for the study..............................................................................................6
TASK 2............................................................................................................................................8
2.1 Drawing the cumulative frequency graph........................................................................8
2.1 and 2.3 Determining lower quartile, upper quartile, mean, median and mode................8
2.3 Assessing the value of semi inter quartile range............................................................10
2.4 and 2.2 Drawing conclusion from the quartile, percentile and correlation coefficient value
..............................................................................................................................................10
2.3 Calculating range and standard deviation.......................................................................11
TASK 3..........................................................................................................................................12
3.1 Producing graph..............................................................................................................12
3.2 Creating a trend line.......................................................................................................14
3.3 Business presentation.....................................................................................................16
3.4 Formal business report...................................................................................................16
TASK 4..........................................................................................................................................16
4.1 Information processing tool............................................................................................16
4.2 Preparing the project plan with an aim to assess the critical path..................................17
TASK 5..........................................................................................................................................19
4.3 Making the decision with the help of financial tools.....................................................19
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................21

INDEX OF TABLES
Table 1: Cumulative frequency graph..............................................................................................8
Table 2: Cumulative frequency graph with total mean....................................................................9
Table 3: Estimated sales and profits figure....................................................................................12
Table 4: NPV, IRR and Payback for Fitz......................................................................................19
Table 5: NPV, IRR and Payback for Naushaba.............................................................................19
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ILLUSTRATION INDEX
Illustration 1: Histogram for Imperial tobacco plc........................................................................12
Illustration 2: Scatter graph for Imperial tobacco plc....................................................................13
Illustration 3: Bar chart for the Imperial tobacco plc.....................................................................13
Illustration 4: Trend line for Imperial tobacco plc.........................................................................14
Illustration 5: Trend line for Imperial tobacco plc sales................................................................14
Illustration 6: Trend line for Imperial tobacco plc for profit.........................................................15
Illustration 7: Gantt chart...............................................................................................................17
Illustration 8: Network diagram.....................................................................................................18
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INTRODUCTION
Decision making is an important function for the success of any business as it helps or
directs firm towards the specific path (Zsambok and Klein, 2014). In addition to this, manager of
an enterprise has to take number of decisions which will assist with regard to attain the goals and
objectives of corporation in an effectual way. The given report is based upon the case scenario in
which marketing research report is prepared for the Marketing Supreme Plc.
In this report, cited firm will collect data about E-Cigarette for its client which is named
as World Wide Tobacco (WWT). Here, the study will give detailed explanation regarding the
number of sources which are being used by the cited firm manager in order to gather information
about the market. Furthermore, the report will also showcase different types of techniques which
cited firm will use in order to analyse its collected data effectively.
TASK 1
1.1 Creating a plan for collecting the data
Data collection consists of number of techniques which manager of firm uses in order to
conduct its study upon the selected topic appropriately. Here, the effectiveness of the collected
data will occur when it helps in fulfilling the aims and objectives of the study. However, wrong
technique of data collection will lead to hamper the result of the study. Due to this, it became
difficult for the scholar with regard to meet the aims and objectives of the study in an effectual
manner. With an aim to collect data for WWT, assistance has been taken by the marketing
Supreme Plc manager from number of primary and secondary techniques. Detailed explanation
about the same is depicted below:
 Primary method: It is the technique in which investigator makes efforts with regard to
collect completely new data for the study and does not take assistance from previous data
or study (Primary method, 2016). Here, questionnaire has been prepared for the
customers in order to gather their views and opinions regarding the product such as E-
cigarette. Furthermore, with the help of given tool, information about the consumption
pattern of customers has also being assessed. This data obtained through analysis would
help firm in preparing an effective production strategy for the given tobacco product.
 Secondary method: It is the technique, which is used by researcher with an aim to create
the base of its study. Thus, in the given method, scholar will analyse data, which is being
conducted by other researcher in the same topic or problem. With respect to the given
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scenario, secondary data has been gathered through the help of methods such as online
sources, journals and books (Winston and Goldberg, 2004). Deriving through the given
means, information about the respective competitors of WWT has been assembled. Thus,
here on the basis of assessed competitor’s tactic, an effective decision can be taken by the
manager of cited firm with regard to the product such as E-Cigarette. Concerning from
the varied secondary sources, it is assessed that Imperial Tobacco Group plc, Cloupor and
AW are the main competitors of cited firm. These competitors have major share in
market (Bryman and Bell, 2015).
1.2 Survey methodology and sampling frame
Survey methodology: depicts about the process of studying collected data for the given study.
Here, survey will be conducted by the Marketing Supreme PLC manager in which information
about the tastes and preferences of respective buyers will be gathered regarding the products.
Here, in order to conduct survey, questionnaire has been prepared which consists variety of close
ended questions. By framing such type of questions, exact information regarding the given
product will be collected (Hahs-Vaughn and Lomax, 2013).
Sampling frame
It seems difficult for the researcher to conduct its study upon the whole population of
respective market. Owing to this reason need of collecting sample for the study is being arisen in
front of scholar. Thus, with an aim to collect sample for the study, researcher has chosen random
sampling method. Selected method is effective as it gives equal opportunity to each member in
population for being selected in the sample. With the use of this method, sample of 60 customers
has been selected for WWT product.
Data validity
In order to ensure the validity of collected data, efforts will be taken by manager of
organization to gather data from reliable and authenticate sources. Moreover, researcher will
keep assembling data in safe and secure place for the purpose to comply with the ethical aspect.
1.3 Questionnaire for the study
Name:
Age:
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