It doesnt have to be to detailed just enought to answer the questions
Your assignment is to assume the role of a market researcher for Toyota. Your company wants to learn more about what type of experience consumers will want to have in future years while traveling in an autonomous vehicle. (e.g. Will they simply want to get into a car and go from one point to another? Will they want some form of interaction?) The first part of your assignment is to create and execute a market research study that includes your peers, relatives and others in your social circle. Your study should follow the five (5) steps of the marketing research process (Figure 4.1).
1. What was your hypothesis?
2. What was the design of your research project?
3. How did you collect data?
4. What were your findings?
5. What will you include in your report to management?
The second part of your assignment is associated with Chapter 5 Target Markets: Segmentation & Evaluation. 1. What variables should Toyota use to segment the market for autonomous vehicles? Please explain. 2. Should the company use an undifferentiated, concentrated, or differentiated targeting strategy? Why?