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University of Sussex 956N1

Marketing Analytics and Metrics

· 案例展示

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956N1 – Marketing Analytics and Metrics – Essay

Assessment Period: August 2020 (A4)

Essay

Candidates must attempt ALL tasks

Instructions:

  1. The essay is individual work, carried out upholding the values of academic integrity.
     
  2. Students are expected to spend 6 hours on this paper.
     
  3. The material (i.e., SPSS dataset) to be used to answer the questions can be downloaded on the Canvas module page.
     
  4. The answers should be typed in a word processor. No handwritten notes will be accepted.
     
  5. The overall word count for the essay is 800 words; this limit does not include appendices, equations, and graphs.
     
  6. Graphs should be drawn using statistical software (e.g., SPSS or, alternatively, Excel, Google Sheets, etc). Tables should be fitted in a word processor; SPSS output tables should be redesigned to reflect a minimum academic standard. SPSS output tables can be placed in the appendix if needed.
     
  7. Submit a pdf or word version of the essay using the appropriate link on Canvas.
     

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:

  1. A description (below)
  2. A list of tasks to be executed by the student (below)
  3. An SPSS datafile (to be downloaded and analysed by the student)

Description

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”).

  1. Analyse the attached dataset (“956N1_Resit_essay”) in SPSS
  2. Write an essay (800 words) containing all of the following sections:
    1. Short summary (i.e., a short summary of your essay, including its aims and hypotheses)
    2. Methodology (i.e., what kind of models were used and why as well as a critical assessment of all necessary statistical assumptions)
    3. Results (i.e., a concise discussion of all descriptive statistics and hypothesis tests with at least one bivariate graph as well as at least one predictive model)
    4. Conclusion (i.e., a discussion of your conclusions and limitations based on your findings)

Please upload your essay as a Word or PDF document using the appropriate link on Canvas.

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