personally would still recommend business to collect primary data to invest in consumer’s loyalty to McDonald’s Brand and main food offerings. 3. Suppose that you are a marketing research analyst working on a report on the Australian car market. To understand Australian consumers’ interest in different car brands, you start by looking at the google search volume for major brand names Toyota, Honda and Volkswagen . Go to Google Trends website () and compare the google search volume for these 3 different car brands in Australia from 2004 to the present . Are there any trends? From this information, what can you infer about the performance of these brands in the Australian market? (Hint: when you search for these terms on google trends, make sure that you restrict the location to “Australia”). From the chart, we can see that there is a favourable trend for Toyota car brand, as their car brand is always the Australian customers’ most interest one in comparing with Honda and Volkswagen from 2004 to resent. However, there is an unfavourable trend for Honda Car brand, as consumer’s interest towards Honda car brand keeping falling from 2005 to present. But for Volkswagen, people’s interest maintains the same over the time and is the lowest interest car brand for Australian within those three brands. Through the trend, I can infer that the decrease interest of Honda car brand must has some reasons, as it dropped significantly. This may need Honda market department who in change of Australia to pay more attention on their performance, to see if they need more advertisement to expose the brand to customers, or they may need to change market strategies to bring back the Honda sales. 4. What is syndicated research? Give two examples of syndicated data from the lecture Syndicated research can be classified based on the unit of measurement which means that the marketing research is conducted not for a specific client but with a group of companies in mind. For example, household data obtained from surveys and institutional data obtained from retailers.
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