marketing analyst at their corporate head office finds a report published byMercedes Benz—a rival luxury car maker—in 2012 on a similar price increase thecompany carried out in the US. The report finds that Mercedes’s Americanrevenue increased by 5% after the price increase. Based on the finding from thereport, BMW decides to carry out the proposed price increase. Explain why thismight not be a good decision. It might not be a good decision for BMW because there are lots of variablesbetween two companies. Firstly, the timelines of two companies are different. Thesurvey of Benz was conducted in 2012, while BMW is in year 2018. Secondly, America and Australia have different economic and demographiccharacteristics.Therefore, BMW should make a decision based on its own situation.
3.Suppose that you are a marketing research analyst trying to learn about themarket share of leading smartphone brands. Companies are often very secretiveabout their sales volume and don’t publish such data. You start by looking at thegoogle search volume for “iphone xr” and “Samsung S9.” Go to the Google Trendswebsite () and compare the google search volume forthese 2 different smartphone models from the beginning of 2018 to the present(make sure that you also set the region filter to “Australia”)a.Take a screen shot of the Google trends chart you generated and paste itbelow. b.Based on the chart, can you conclude which phone model has a big marketshare in Australia in 2019? In the year of 2019, the search volume for iPhone XR has always been higher thanthat of Samsung S9. Thus, iPhone XR generally has a bigger market share inAustralia in 2019.4.What is syndicated research? Give two examples of syndicated data from thelectureData collection that is conducted not for a specific client, but with a group ofcompanies in mind. Syndicated data includes surveys, panels and scanner data.Examples: HILDA Survey; Nielsen Homescan panel
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