Multivariate Analysis

MKT355e
Multivariate Analysis
Group-based Assignment
January 2019 Presentation
MKT355e Group-based Assignment
SINGAPORE UNIVERSITY OF SOCIAL SCIENCES (SUSS) Page 2 of 6
GROUP-BASED ASSIGNMENT
This assignment is worth 38% of the final mark for MKT355e Multivariate Analysis.
The cut-off date for this assignment is 7 April 2019, 2355hrs.
This is a group-based assignment. You should form a group of 4 members from your
seminar group. Each group is required to upload a single report via your respective seminar
group site in Canvas. Please elect a group leader. The responsibility of the group leader is to
upload the report on behalf of the group.
It is important for each group member to contribute substantially to the final submitted work.
All group members are equally responsible for the entire submitted assignment. If you feel
that the work distribution is inequitable to either yourself or your group mates, please
highlight this to your instructor as soon as possible. Your instructor will then investigate and
decide on any action that needs to be taken. It is not necessary for all group members to be
awarded the same mark.
Note to Students:
You are to include the following particulars in your submission: Course Code, Title of the
GBA, SUSS PI No., Your Name, and Submission Date.
Important Note: Grading of TMA/GBA/ECA Submissions
Marks awarded to your assignment are based on the following guidelines:
1. 80% of the marks are allocated to the content of your answers:
The marks awarded to what your answers cover depend on the extent to which they
cover the key points that correctly and comprehensively address each question.
The key points should be supported by evidence drawn from course materials and,
wherever relevant, from other credible sources.
2. 20% of the marks are allocated to the presentation of your answers:
Wherever applicable, the marks awarded to how your answers are presented depend
on the extent to which your answers:
form a sound reasoning by developing those key points in a clear, logical and succinct
manner;
provide proper and adequate in-text citations and referencing to content drawn from
course materials and other credible sources;
MKT355e Group-based Assignment
SINGAPORE UNIVERSITY OF SOCIAL SCIENCES (SUSS) Page 3 of 6
strictly follow APA formatting and style guidelines1, in particular for:
in-text citations and end-of-report references;
the identification of figures and tables;
use, wherever relevant, the specialised vocabulary and terminology commonly used in
discussions about the topic(s) covered by each question;
provide a reference or bibliography at the end of the main report;
include the less relevant details in an Appendix;
use sentence constructions that are grammatically and syntactically correct;
are free from spelling mistakes; present the workings, numerical formulations and
results in a logical manner that follows the APA formatting and style guidelines;
design and present graphs, diagrams and plots that follow the APA formatting and
style guidelines;
are highly original;
have proper formatting, which may:
include a properly formatted cover page;
respect the answer length/word count set out in the assignment guidelines, if
any is prescribed;
present answers in paragraphs with proper spacing and page margins;
include page numbers and appendices, if necessary.
1 You can find a short tutorial on the APA formatting and style guidelines here: https://is.gd/mgEOnC .
Additional details (pertaining to tables and figures) can be found here: https://is.gd/O4vDdT .
MKT355e Group-based Assignment
SINGAPORE UNIVERSITY OF SOCIAL SCIENCES (SUSS) Page 4 of 6
Case Study
Please read the case study “Case 3.1: AT&T Wireless: Ma Bell Becomes Ma Again”
thoroughly on pages 820-824 of the textbook. You are provided with a file which contains
data from a survey conducted by AT&T to study the reasons why customers might be leaving
its wireless services.
In this project, assume your company has been engaged as the Market Research Consultant
by AT&T to perform the tasks described in the GBA questions. It is important that you
examine the variables in the textbook, generate and interpret the JMP results and make
recommendations in the context of AT&T’s situation instead of stating general statistical
conclusions.
Question 1
(a) Prepare more concise categorisations of “What is your highest level of education?”
(Q10) and “Which of the following best describes your household situation?” (Q11)
by the following:
(i) Recode “What is your highest level of education?” (Q10) into a new column by
merging “1”, “2” & “8” as “1”; “3” & “4” as “2”; “5”, “6” & “7” as “3”.
Rename the new column as “Q10_Recoded”. Under Column Info for
Q10_Recoded, change the Data Type to Character, and Modelling Type to
Nominal.
Present Q10_Recoded’s Frequency Distribution Table. Do not show the list of
recoded data.
(2 marks)
(ii) Recode “Which of the following best describes your household situation?”
(Q11) into a new column by merging “4” & “5” as “0”. Keep other categories
unchanged. The new column is to be renamed as “Q11_Recoded”. Change
its Data Type to Character, and Modelling Type to Nominal.
Present Q11_Recoded’s Frequency Distribution Table.
(2 marks)
(b) Prepare a two-way cross-tabulation for “Do you currently have wireless service from
a carrier other than AT&T Wireless” (Q3) as Y, and the recoded “Which of the
following best describes your household situation?” (Q11_Recoded) as X, followed
by a three-way cross-tabulation for the same variables with Q10_Recoded as
controlling variable. Discuss the data and results. Evaluate them and make
recommendations to AT&T management.
Note: You must change the “Do you currently have wireless service from a carrier
other than AT&T Wireless” (Q3) Data Type to Character, and Modelling Type to
Nominal before performing the cross tabulation.
(19 marks)
MKT355e Group-based Assignment
SINGAPORE UNIVERSITY OF SOCIAL SCIENCES (SUSS) Page 5 of 6
Question 2
AT&T wants to know the reasons customers are leaving its wireless services. You need to
examine customers’ view of its calling plans.
Note: Check to ensure that Q7f’s Data Type is Numeric, and Modelling Type is Continuous.
(a) Prepare a one-way analysis of variance to examine whether “Has calling plans that
meet your need” (Q7f). differs for the various categories of Q11_Recoded.
Based on the relevant outputs, evaluate the effects, interpret the results and make
recommendations to AT&T management.
(10 marks)
(b) Apply a N-way analysis of variance to examine the concurrent effect of “Do you
currently have wireless service from a carrier other than AT&T Wireless” (Q3) and
“Age_Quartile” (derived from Q8 and shown in the data file) on “Has billing plans
that meet your needs” (Q7f). Evaluate the individual effect as well as the interaction
effect, interpret the results and make recommendations to AT&T management.
Note: You must change the “Age_Quartile” Data Type to Character, and Modelling
Type to Nominal before performing the analysis.
(15 marks)
Question 3
Assume AT&T is interested to enter the Singapore wireless telecommunications market. It is
deciding which segment of the market it shall focus on and its product positioning. AT&T
has requested your team to study the customers’ variables that affect the monthly fee they are
willing to pay for their wireless services. You intend to use a Multi Regression Analysis
approach for this project.
For this project, you are required to:
(a) Conduct a survey which includes the followings:
(i) Prepare and present a form with questionnaires to survey at least 40 people on
their demographic, and relevant information that will allow you to carry out
your analysis.
(ii) Describe your field work process in collecting the data.
(iii) Explain your choice of at least five (5) independent variables or attributes
which you will use in the multi-regression analysis in Q3(b).
(iv) Analyse the methods used to treat missing responses.
(17 marks)
MKT355e Group-based Assignment
SINGAPORE UNIVERSITY OF SOCIAL SCIENCES (SUSS) Page 6 of 6
(b) Present the cleansed survey data (for at least 40 respondents) in your report.
Examine the effect on the monthly fee they are paying in term of the values of at least
5 variables chosen from your survey, when all these variables are considered
simultaneously, by conducting a full Multiple Linear Regression Analysis. You must
present the relevant JMP regression outputs. Interpret the results and make
recommendations to AT&T Wireless’s management.
(25 marks)
Question 4
Prepare an executive summary to evaluate your findings and managerial implications for Q1
to Q3 in about 300 words. Indicate your word count at the end of summary.
(10 marks)