Assuming you are a market research director for Ford, critically give a detailed analysis of how the collection of primary data would have assisted the organisation to get a better understanding understanding of its chstomers FAMILY OF KUGA VICTIM TO BRING CLASS-ACTION LAWSUIT AGAINST FORDThe family of ReshallI Jimmy, who died when his Ford Kuga burst into flames, will be pursuinga class-action lawsuit against the vehicle manufacturer. The family's lawyer, Rod Montano,announced the expected lawsuit during a briefing at the National Press Club on Tuesday(January 17, 2017). Ford announced on Monday that it was recalling the vehicles. In December2015, the automaker released a statement after several Kuga's caught fire. It notified ownersthat it was investigating reports of engine fires in that model and asked them to take theirvehicle to their dealer for a maintenance check.Still no closureFord has come up with excuses to protect their brand instead of giving the family closure, saysa relative of Reshall Jimmy, who died when his Ford Kuga caught fire in December 2015.Rushall's brother, Kaveen Jimmy said on Monday following Ford's press briefing in Pretoria:"They have not been doing the right thing... all of the time and resources they spent(misleading] media and any educated person reading the bogus report, they could [have]spent finding what caused the actual fire."Kaveen said his 33-year-old brother was visiting George in the Western Cape when theincident happened. He said on the evening of the incident his brother drove to his hotel and"less than a few kilometres from driving out, as he turned onto one of the main roads, his carburst into flames". He said his brother was trapped in his car with his seat belt still secured."The family only found out four days later. we couldn't get hold of him, we thought he hadtaken some quiet time, and that is not a way anyone should lose their loved ones."Brands must 'take every life seriouslyJimmy said, noting that the company had chosen a public platform to offer its sympathies."They (Ford] did not attempt to contact us. We appreciate (president of Ford Motor Companyof South Africa] Jeff Nemeth's condolences today (Monday). Couldn't they do that two monthafter he passed away?" He said they were trying to ensure that brands such as Ford "takeevery life seriously". Kaveen said he believed half of the battle had been won. He said: "Our main goal was to getthe Kuga's 1.6 in South Africa recalled so that the safety of South Africans can be protected.The next level of the battle is to get Ford to accept [and] to look at the evidence of whatcaused my brother's very senseless death and for us to get closure." Their attorney RodMontano said an inquest was being conducted into Jimmy's death. He said the matter wascurrently under investigation with the George SAPS.Thousands of Kuga's to be recalledEarlier on Monday Nemeth announced a huge recall of the Ford Kuga. The SUVS in questionhave all been fitted with the automaker's 1.6-litre EcoBoost engine and the problem seemsto be only with South African Kuga models. A total of 4 556 Kuga 1.61 Eco-boost modelsproduced between December 2012 and February 2014 will be recalled. He said if any Kuga1.6 owner sees any indication that the engine might be overheating or sees any warnings,they should pull over as soon as it is safe to do so, switch off the engine and ensure alloccupants are safe.Nemeth said Ford appreciated the high level of concern and disappointment that has beenexpressed surrounding the issue. "Ford is built on providing our customers with qualityproducts and service. We have determined that the fires are due to overheating, caused by alack of cooling and circu lation. "We can confirm that a total of 39 incidents have beenreported."Increase of incidentsIn December 2016, the automaker released a statement after a Kuga 1.6 EcoBoost SUV caughtfire. It notified owners that it was investigating reports of engine fires in that model and askedowner to take their vehide to their dealer for a maintenance check. National consumercommissioner Ebrahim Mohamed told reporters in Pretoria that a product that poses anyrisks to consumers does not have a place in the market. He said in early December 2016 amember of staff had alerted the commission to incidences involving consumers who had hadlife-threatening experiences with the Ford Kuga.However, the National Consumer Commission (NCC) had not received any complaints fromindividuals about the incident. He said over the past few weeks the NCC had noted with4concern that many more incidences had taken place and consumers were still at risk. He saidthe issue had dragged on for far too long and they had approached Ford to investigate to findthe actual cause of fires in the vehicles to enable them to repair or to replace the faultycomponents.

Question

Assuming you are a market research director for Ford, critically give a detailed analysis of how the collection of primary data would have assisted the organisation to get a better understanding understanding of its chstomers FAMILY OF KUGA VICTIM TO BRING CLASS-ACTION LAWSUIT AGAINST FORDThe family of ReshallI Jimmy, who died when his Ford Kuga burst into flames, will be pursuinga class-action lawsuit against the vehicle manufacturer. The family's lawyer, Rod Montano,announced the expected lawsuit during a briefing at the National Press Club on Tuesday(January 17, 2017). Ford announced on Monday that it was recalling the vehicles. In December2015, the automaker released a statement after several Kuga's caught fire. It notified ownersthat it was investigating reports of engine fires in that model and asked them to take theirvehicle to their dealer for a maintenance check.Still no closureFord has come up with excuses to protect their brand instead of giving the family closure, saysa relative of Reshall Jimmy, who died when his Ford Kuga caught fire in December 2015.Rushall's brother, Kaveen Jimmy said on Monday following Ford's press briefing in Pretoria:&#34;They have not been doing the right thing... all of the time and resources they spent(misleading] media and any educated person reading the bogus report, they could [have]spent finding what caused the actual fire.&#34;Kaveen said his 33-year-old brother was visiting George in the Western Cape when theincident happened. He said on the evening of the incident his brother drove to his hotel and&#34;less than a few kilometres from driving out, as he turned onto one of the main roads, his carburst into flames&#34;. He said his brother was trapped in his car with his seat belt still secured.&#34;The family only found out four days later. we couldn't get hold of him, we thought he hadtaken some quiet time, and that is not a way anyone should lose their loved ones.&#34;Brands must 'take every life seriouslyJimmy said, noting that the company had chosen a public platform to offer its sympathies.&#34;They (Ford] did not attempt to contact us. We appreciate (president of Ford Motor Companyof South Africa] Jeff Nemeth's condolences today (Monday). Couldn't they do that two monthafter he passed away?&#34; He said they were trying to ensure that brands such as Ford &#34;takeevery life seriously&#34;. Kaveen said he believed half of the battle had been won. He said: &#34;Our main goal was to getthe Kuga's 1.6 in South Africa recalled so that the safety of South Africans can be protected.The next level of the battle is to get Ford to accept [and] to look at the evidence of whatcaused my brother's very senseless death and for us to get closure.&#34; Their attorney RodMontano said an inquest was being conducted into Jimmy's death. He said the matter wascurrently under investigation with the George SAPS.Thousands of Kuga's to be recalledEarlier on Monday Nemeth announced a huge recall of the Ford Kuga. The SUVS in questionhave all been fitted with the automaker's 1.6-litre EcoBoost engine and the problem seemsto be only with South African Kuga models. A total of 4 556 Kuga 1.61 Eco-boost modelsproduced between December 2012 and February 2014 will be recalled. He said if any Kuga1.6 owner sees any indication that the engine might be overheating or sees any warnings,they should pull over as soon as it is safe to do so, switch off the engine and ensure alloccupants are safe.Nemeth said Ford appreciated the high level of concern and disappointment that has beenexpressed surrounding the issue. &#34;Ford is built on providing our customers with qualityproducts and service. We have determined that the fires are due to overheating, caused by alack of cooling and circu lation. &#34;We can confirm that a total of 39 incidents have beenreported.&#34;Increase of incidentsIn December 2016, the automaker released a statement after a Kuga 1.6 EcoBoost SUV caughtfire. It notified owners that it was investigating reports of engine fires in that model and askedowner to take their vehide to their dealer for a maintenance check. National consumercommissioner Ebrahim Mohamed told reporters in Pretoria that a product that poses anyrisks to consumers does not have a place in the market. He said in early December 2016 amember of staff had alerted the commission to incidences involving consumers who had hadlife-threatening experiences with the Ford Kuga.However, the National Consumer Commission (NCC) had not received any complaints fromindividuals about the incident. He said over the past few weeks the NCC had noted with4concern that many more incidences had taken place and consumers were still at risk. He saidthe issue had dragged on for far too long and they had approached Ford to investigate to findthe actual cause of fires in the vehicles to enable them to repair or to replace the faultycomponents.

Accepted Answer

Research as a scientific and systematic approach for pertinent information on a specific domain…