Milestone 2
Final Project Milestone Two: Draft of Research Design
Pamela DeLoatche
QSO-500 Business Research
Instructor Waleed Abukhaled
February 6, 2022
Milestone Two
Research Design
Research Design and Methods
Research design is defined as a "blueprint or plan for the collection, measurement, and
analysis of data, created to answer your research questions" (Sekaran & Bougie, 2016)
Maruti Suzuki India wants to reestablish its dominance in the Indian auto industry. MSIL has
conducted macroeconomic studies to help move forward for future endeavors. MSIL had a
research wing that supplied data to different departments in the organization. It started its own
research associated to dealership health, competition, consumer perceptions, sales, and market
potential. There were reports generated that showed a great opportunity in the Indian passenger
car market. The data gathered from this research also showed that because of the increase in the
GDP (Gross Domestic Product) and potential disposable income, there is a possibility in the
market for quality hatch automobiles.
Studies were conducted that involved a string of well thought out questionnaires for
employee's representatives, management, and meetings with key stakeholders, government
officials, other organizations in the industry. Another research study was designed to interview
employees to determine how they feel about health and safety in the workplace, and field
inspections at industrial locations were conducted as well.
The research design method will be correlational and descriptive with quantitative data
supplied by data collected through surveys, dealer polls, and case studies. This data will help to
better determine the realization of the question, will developing a new roomy, energy saving.
lower price A-segment hatch help to meet consumer demand and make a profit?
Primary data was collected by the product team at MSIL. they developed "qualitative
descriptions of the A-segment target consumers" (Sekaran & Bougie, 2016). Case studies
Milestone Two
provide the secondary data. Exhibits 1, 6, 10, & 13 identify the consumer and the hatch they
associate with. They show the customer's influence in the decision making of purchasing the
various types of A-segment. Exhibit 1 illustrates the customer's desires and specific
characteristics for buying a particular A-segment hatch.
EXHIBIT ONE
Entry level hatch customer
Mid-level hatch customer
Premium Hatch level customer Owns car at least 3 years, add a car/upgrade Annual income 400,000-1 million INR, 30-45 yrs. of age with family
Mostly first time buyers
First time buyers, looking to upgrade to nicer car Annual income 400,000- 500,00 INR, 25-30 yrs. of age, married/single, no children Recreational used car, brand conscious, protect identity
Annual income 300,000- 500,000 INR; 30-40 yrs. of age, family of 4
Sees car as convenient, basic car features, fuel efficient & price conscious Inspired by MSIL vehicle since childhood
Very brand conscious, uses car to build social status
Considers MSIL good brand, acceptable for image
Want international brands to project contemporary image
Exhibit 6 illustrates the customers' household composition, income, age, and the different
professions to put together reasons for buying one of the A-segment hatches. Exhibit 10
illustrates the motivation for buying MSI