Harley-Davidson Motor Company was founded in 1903 by William Harley and Arthur Davidson, with its headquarters in Milwaukee, Wisconsin. The company quickly expanded to become a global success in the heavyweight motorcycles segment. Distinct and innovative design helped the company make Harley motorcycles popular across the world. Today it has manufacturing facilities in Wisconsin, Pennsylvania and Missouri, and subsidiaries in Germany, the UK, Benelux, France and Japan. Harley-Davidson has been singled out as one of the strongest brand names, in an exclusive circle of cult brands that includes Apple and Mini. In 2022, the company brand was valued at US$4.62 billion (Macrotrends 2022). 

Although the last decade has been turbulent, a key driver of the company’s success is its use of data analytics and artificial intelligence (AI) to refocus its marketing strategy......

Questions

1. Discuss the benefits of deploying AI technology for marketing research purposes. 

2. Can a chatbot always replace humans in marketing research? Discuss the downside of using computer-aided methods in market research. 

3. Suggest alternative methods that Harley-Davison might use to research its market. 

4. Critically evaluate the ethical issues that may be associated with the use of AI technology.