Evaluation of car marketing

Topic: Evaluation of car marketing
Business Scenario
In business, good decision making requires effective use of information. A Sales Director of one of the leading automotive dealer businesses in Dubai seeks information on the car market in Dubai in order to make several important business decisions. He appointed you as his consultant to analyse relevant market data/ information and deliver a professional report based on your findings.
Your role as the consultant will involve investigation into current and possibly future customer preferences of motorists in Dubai while making car purchase decisions. The Sales Director also asked you to evaluate the relationship between the car retail price and car mileage in Dubai market for the purposes of cars pricing.
In order to meet the learning outcomes (L01-L03) you will be required to:
Learning Outcome L o1: Be able to use a variety of sources for the collection of data, both primary and secondary
1.1 – Create a plan for the collection of primary and secondary data for a given business problem
1.2 – Present the survey methodology and sampling frame used
1.3 – Design a questionnaire for a given business problem
Guidelines to achieve Pass grade for learning outcomes 1.1 – 1.3
• You will need to produce a detailed plan of how you will collect the data, justifying the usage of primary and secondary sources. Primary data can be collected by administering questionnaires. Data from the Internet or other published sources can be used as examples of secondary data.
• You will need to present the survey methodology used. Discuss in your report how the sample was selected from a population.
• Produce a questionnaire for the investigation into the current and possibly future car preferences of motorists while making car purchase decisions in the Dubai market. The questionnaire may ask 10-15 questions; you can circulate your questionnaire within or outside of the college. You can also work on the design of the questionnaire together with a fellow student, if you wish.
Lo2: understand a range of techniques to analyse data effectively for a business
2.1 – Create information for decision making by summarising data using representative values
2.2 – Analyse the results to draw valid conclusions in a business context
2.3 – Analyse data using measures of dispersion to inform a given business scenario
2.4 – Explain how quartiles, percentiles and the correlation coefficient are used to draw useful conclusions in a business context
Guidelines to achieve Pass grade for outcomes 2.1 – 2.4
• You will need to classify, record and present your market findings appropriately.
• Using market data collected, analyse it by the use of averages (mean, median, mode) and measures of dispersion (standard deviation, inter quartile range).
• You are required to estimate the relationship between a car retail price and car mileage using a linear regression model for a chosen car category. For this, you can use the Internet collected data. You need to calculate and interpret the correlation coefficient and coefficient of determination.