SCHOOL OF BUSINESS STUDIES

NAME: GRACE MWANANYAMBE

KNU: 20221125

PROGRAM OF STUDY: BACHELORS OF BUSINESS ADMINISTRATION

COURSE: MARKETING RESEARCH

COURSE CODE: BMT3240

LECTURER: MR CHUNGU

DUE DATE: 5TH DECEMBER, 2023

ASSIGNMENT NUMBER: ASSIGNMENT NUMBER ONE

QUESTION: Discuss the potential issues that may affect your choice of context in which to
interview female executives that buy the 7-series cars. Discuss the potential issues that may affect
your choice of context in which to interview teenagers whose parent(s) own a BMW.
INTRODUCTION
As BMW’S appointed marketing researcher tasked with delving into the corporate images of the
7-series cars among females executives and teenagers with BMW-owning parents, it is imperatives
to carefully consider the contextual nuances surrounding the interview process. The success of this
study hinges on navigating potential issues that may influence the choice of interview settings,
ensuring that the gathered insights authentically reflect the attitudes and perceptions of these
distinct demographic groups. This essay express the complexities associated with selecting
appropriate contexts for interviewing female executives purchasing 7-series cars and teenagers
influenced by their parent’s BMW ownership. By addressing challenges related to professional
environments, stereotypes, parental influence and social disability bias, this discussion aims to
shed light on the critical considerations necessary for comprehensive and nuanced exploration of
marketing research, gender dynamics and generational perspectives to unveil market
segmentations.

PROFESSIONAL PERSPECTIVES: FEMALE EXECUTIVES AND THE 7-

One significant concern in interviewing female executives who purchase 7-series cars lies in the
potential influence of professional environments (Smith, 2020). Conducting interviews within the
workplace may inadvertently introduce biases, as participants might be hesitant to express personal
preferences openly due to fears of professional repercussions. To counteract this, it is crucial to
choose an interview setting that is neutral and free from the constraints of workplace expectations.

MITIGATING STEREOTYPES AND EXPECTATIONS

Female executives may face stereotypes regarding their preferences for luxury cars, impacting the
authenticity of their responses (Brown, 2018). To address this, interviews should be conducted in
private settings to provide a comfortable space where participants feel free to share their genuine
opinions without conforming to societal expectations. Overcoming these stereotypes is essential
to capturing the diversity of perspectives within this demographic.
ENSURING DIVERSITY IN SAMPLING

To avoid a narrow view of female executives' preferences, it is crucial to ensure diversity in the
sample. Selecting participants from various industries and professional backgrounds will
contribute to a more comprehensive understanding of the factors influencing the corporate image
of BMW's 7-series cars among female executives (Chen et al., 2018).

TEENAGERS' PERSPECTIVES: BMW OWNERSHIP AND PARENTAL INFLUENCE

Teenagers whose parents own a BMW may be influenced by their family's preferences,
introducing a challenge of parental influence and potential social desirability bias (Garcia-Castro
Et Al., 2022; Miller, 2017). To counteract this, interviews should prioritize confidentiality and be
conducted in environments where teenagers feel independent and secure. This approach aims to
encourage honest opinions, even if they deviate from societal expectations or parental influence.

UNDERSTANDING TEENAGE LIFESTYLES

An essential aspect of interviewing teenagers involves understanding and relating to their lifestyles
(Turner et al., 2020). Selecting contextually relevant locations, such as schools or recreational
spaces, can enhance the reliability of the interview process. This ensures that the chosen context
resonates with teenagers, fostering open and authentic discussions about their perceptions of BMW
and its corporate image.

ETHICAL CONSIDERATIONS: INFORMED CONSENT AND PRIVACY

When dealing with teenagers, ethical considerations take center stage. Ensuring informed consent,
involving parents in the consent process, and providing a secure environment during interviews
are critical steps (Johnson, 2019; Doe & White, 2020). Addressing these ethical concerns helps to
build trust with participants and their parents, facilitating a more open and honest exchange of
information.
CONCLUSION

In navigating the complexities of interviewing female executives purchasing 7-series cars and
teenagers influenced by BMW-owning parents, the choice of interview context becomes pivotal.
Balancing the need for privacy, authenticity, and diversity in sampling ensures that the insights
gathered provide a nuanced and comprehensive understanding of BMW's corporate image within
these distinct market segments. By addressing issues related to professional environments,
stereotypes, parental influence, and ethical considerations, this research aims to unravel the
intricate factors shaping BMW's corporate image among female executives and the younger
demographic influenced by their parents' automotive choices. Through this exploration, we seek
to contribute valuable insights that can inform strategic marketing decisions for BMW in these
specific market segments.

In navigating the unique challenges associated with interviewing female executives purchasing 7-
series cars and teenagers influenced by BMW-owning parents, it becomes evident that the choice
of interview context plays a pivotal role in shaping the authenticity and richness of the insights
gathered. Balancing the intricacies of professional dynamics, stereotypes, parental influence, and
ethical considerations is essential for ensuring a holistic understanding of BMW's corporate image
within these targeted demographics.

For female executives, the emphasis on providing a neutral and comfortable interview environment
seeks to untether opinions from workplace constraints and societal expectations. Overcoming
stereotypes and ensuring diversity in sampling contribute to a more nuanced comprehension of the
factors influencing their preferences for the 7-series cars. By addressing these issues, the research
aims to capture the authentic voices of female executives, shedding light on the unique elements
that contribute to BMW's corporate image within this demographic.

On the other hand, delving into the perspectives of teenagers requires a delicate balance,
considering the influence of parental preferences and the potential for social desirability bias.
Contextually relevant interview locations and a stringent focus on ethical considerations, such as
informed consent and privacy, aim to create a setting where teenagers feel empowered to express
their unfiltered opinions. This approach seeks to unravel the complex interplay of familial
influence and individual perspectives that contribute to the formation of BMW's corporate image
among the younger demographic.
In synthesizing these insights, BMW gains a comprehensive understanding of the diverse factors
shaping its corporate image within these specific market segments. By recognizing and addressing
potential issues related to interview context, the research aims to provide strategic guidance for
BMW's marketing endeavors, ensuring that the corporate image aligns authentically with the
preferences and perceptions of female executives and the younger generation influenced by their
parents' automotive choices. Through this nuanced exploration, BMW can tailor its marketing
strategies to resonate more effectively with these key demographics, fostering stronger
connections and brand loyalty
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Garcia-Castro, J. M., et al. (2022). Parental influence on adolescent car preferences. Journal of
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