MKTG 805 - Marketing Research Project Proposal: AusCar Electric Car

This report outlines a marketing research plan for AusCar, an automotive manufacturer aiming to launch an electric car in the medium-sized luxury car market. The research addresses the advantages of electric cars, such as emission-free operation and low running costs, while acknowledging the disadvantages like long recharging times and potential strain on electricity grids. The project identifies research problems, including the impact of recharging on Australian electric grids during peak hours. It defines the stages of qualitative and quantitative marketing research, covering problem definition, research design, data collection, analysis, and reporting. The report also details the development of a research timeline, budget allocation, and the expected feedback on consumer preferences. The findings suggest a growing interest in electric vehicles, particularly among the medium-class segment, which AusCar aims to target. The report references relevant studies on hybrid and electric vehicles, energy consumption, and driving range in Australia. The report is a marketing research project proposal for the MKTG 805 course.

Marketing
Marketing Research

Identification of research problem
• The electric cars are found to be advantageous. These are
deliberated to be discharge free if charged from the renewable
energy sources.
• The electric cars need very less service requirements when it is
compared to the petrol or diesel cars.

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• These are also having long recharging time. The issue
identified is that recharging of the electric cars puts
comparatively additional pressures on the electric grids in
Australia.
• The issue is faced mainly when the recharging is done
between 4-6 pm. As there is peak demand for the electricity at
that time.

Identification of the stages needed to develop qualitative
marketing
• The qualitative marketing research evaluates to the
philosophies which govern consumer behavior.
• It is helpful in appraising the issues and subjects in a thorough
manner. The stages comprised of qualitative marketing are:
• Define the problem: qualitative marketing has identified the
problem in developing an electric car in order to compete in
the medium-sized luxury car marketplace.

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• Develop appropriate research design: The ethnographic
research is a thorough method which observes people in the
naturally occurring environment. This method has been used
to adapt to the environment of the target audiences.
• Gather the data: The data has been gathered from the
secondary sources. It comprises in-depth analysis and
research

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• Analyze the data: The data is analyzed by taking proper
measures. The data is collected by official websites,
magazines, newspapers, journals, books and more.
• Market research report: The data collected by the secondary
research is evaluated by the experts of the organization.

Identification of research problem,
research question and research objective
• The research problem has been identified in the form of the
overburden on the electric grids in Australia.
• AusCar wants to develop an electric car can face problem in
the form of the long-time taken in the recharging of the cars
especially when there is a peak demand of the electricity in
the evening hours.

Identification of the stages needed to advance
quantitative marketing research
• The quantitative marketing research is all about asking
questions to target audience in the prearranged manner by
making use of the polls, surveys or questionnaires.
• The responses attained can be assessed to make well
decisions for enhancing the products. In turn, it will help the
company to increase the satisfaction level of the respondents.

Advancement of the timeline for conducting marketing research
• The development of the timeline for directing market research
includes the following:
• Formulating marketing research problem, the problems are required
to be understood, critically diagnosed and solutions developed.
• Method of inquiry offers the opportunity to use the existing
knowledge as an initiation point and proceed independently.
• The research method is all about selecting a method of inquiry
• Research design is a framework to be used for collecting data and
leading the study.
• Data collection techniques such as interviews and observation.
• Sample design to make inferences
• Data collection through qualitative and quantitative methods
• The marketing research report offers the information required to the
marketer to understand the project

Development of budget for conducting marketing research
• The appropriate percentage of the budget is decided for
market research.
• It nails down the overall cost of the project budget. The single
report of the marketing report is going to cost $5000.
• It can cost anywhere from $5,000-$40,000.

Feedback
• After conducting marketing research, the feedback has been
attained to know the preferences of the customers towards
electric cars.
• The customers are likely to purchase electric vehicles in the
coming years as a substitute for petrol/diesel vehicles.
• The medium range car to be launched by the AusCar will
capture more to the medium class people.

References
• Mi, C. and Masrur, M.A., 2017. Hybrid electric vehicles:
principles and applications with practical perspectives. John
Wiley & Sons.
• Wager, G., Whale, J. and Braunl, T., 2016. Driving electric
vehicles at highway speeds: The effect of higher driving speeds
on energy consumption and driving range for electric vehicles
in Australia. Renewable and sustainable energy reviews, 63,
pp.158-165.