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956N1 – Marketing Analytics and Metrics – Essay
Assessment Period: August 2020 (A4)
Candidates must attempt ALL tasks
If you experience IT issues, you will need to send a screenshot of your issue and submit it to IT via their help system http://www.sussex.ac.uk/its/help/
This assignment includes:
A well-known multinational enterprise conducted a large market research project in Chile. The aim is to understand whether Chilean consumers would accept a new product. The variable of interest is a person’s intention to buy the new product after testing it (variable name: “int2buy”). You are asked to analyse the data and write a short essay. The simplified dataset includes nine variables: a unique identifier per participant (“obs”), region of residence (“region”), number of inhabitants of residential community [e.g., town, city, etc.] (“pop”), gender, age, education, income in 1,000 Chilean Pesos, standardised scale of support of the status quo of the multinational enterprise in Chile [a higher number indicates greater support] (“statquo”), and a consumer’s intention to buy the new product after testing it (“int2buy”).
Please upload your essay as a Word or PDF document using the appropriate link on Canvas.