BAE201 Written Assignment
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BAE201 Written Assignment
Assignment
Marks : 30%
Due Date : 30 May 2023
Background
The assignment requires you to analyse a given data set, interpret, and draw conclusions from your analysis, and then convey your conclusions in a written email.
The assignment must be completed by group.
The assignment uses the file Smartphone.xls. You will need to present your results in PowerPoint and need to submit a written document. You are encouraged to use LaTeX to produce PPT slides and written document. You are also encouraged to use R or Stata or conduct analysis (but I will be fine with your Excel Output too). Please make sure that you attach with your code if you decided to use R, Stata or LaTeX.
Scenario
You are Lee Kim, an analyst for BI Intelligence. BI Intelligence is the Business Insider’s paid research service. Business Insider is the world’s fastest-growing business news website and its articles include the latest technology, money and market news. BI Intelligence produces a number of reports on key digital areas, including the mobile industry. Information from those reports is then subsequently published on the Business Insider’s website by their respective writers.
John Will a tech journalist at Business Insider, wants to publish an article on the current smart mobile phone usage in Australia. This is in light of Australia being ranked 2nd in the world behind Singapore for smart phone usage. Businesses, including telcos, find this information useful and subsequently use it to improve their own operations, marketing strategies, etc., for the digital age. Business Insider’s article will be wide ranging and include commentary on the user’s expenditure, usage patterns, satisfaction levels and demographics. John has asked you to conduct the market research.
You subsequently take a random sample of 150 smart phone users in Australia and survey them on their usage, as well as other related data.
John’s specific analysis requirements are outlined in his email, which is reproduced on the next page.
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Email from John Will |
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To: From: Subject: |
Lee Kim John Will Analysis of smart phone data |
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Dear Lee, Regarding the data you recently collected on smart phone usage, can you please provide me with the answers to the following questions? Your responses will assist me in writing my up-coming article. 1. Can you provide an overall summary of how much consumers spend on their smart phones per month? 2. I am interested in how the monthly smart phone bill relates to lifestyle factors. In particular, does there appear to be any difference in how much consumers spend on their smart phone per month, across the three most common geoTribe categories – Achievers, Independents and Suburban Splendour. 3. As data sharing plans have become more common in recent times, I am also interested to find out whether those consumers who own a tablet device generally spend more per month on their smart phone. 4. Most smart phone users tend to use their phones to download entertainment content. Can you provide me with a summary of the most frequently downloaded entertainment content? 5. I wish to write about current consumer sentiment regarding their smart phone plans. I’d like to develop an understanding of the consumer’s level of contentment with their smart phone plan . Can you tell me: a. Are consumers satisfied with their current plan? b. Can you also provide a comparison of the satisfaction levels of both male and female consumers? 6. Finally, I would like to see whether factors listed below provide any explanation in the variation of monthly phone bills between consumers. If so, can you also indicate which factor is the most important? a. Number of Calls b. SMSs c. Data Allowance I look forward to your response. Sincerely John Will |
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The assignment consists of two parts:
Part 1: Data Analysis
In order to prepare a reply to John’s email, you will need to examine and analyse the dataset, Smartphone.xls, thoroughly.
When conducting the analysis, you will apply techniques from descriptive analytics and visualisations, and hence will use various tables, graphs and summary measures. Sometimes we refer to this type of analysis as ‘exploratory data analysis’ . When exploring data, we often produce more results than we eventually use in the report, but by investigating the data from a number of angles, we can develop a much better ‘feel’ for the data: a deeper understanding of the data.
John has asked for a number of tasks to be done. The following guidelines for each question should be followed:
1. A summary of Monthly Bill
Here you should only analyse “MonthlyBill” variable by itself. The importance of other variables is considered in other questions. You should calculate the standard summary measures and check for unusual data. In addition, there may well be suitable tables and graphs that will illustrate, further and more clearly, other important features of the variable.
2. Monthly Bill by geoTribe
Use techniques to investigate any particular relationship between the variables
“MonthlyBill” and “geoTribe” .
3. Monthly Bill by Tablet Ownership
Use techniques to investigate any particular relationship between the variables
“MonthlyBill” and “OwnsTablet”.
4. Downloaded Entertainment Content
Use appropriate techniques from to summarise the variable “EntertainmentContent”.
5. Satisfaction with Smart Phone Plan; Satisfaction with Smart Phone Plan by Gender
- Use appropriate techniques to summarise the variable “SatisfactionWithPlan” .
- Iinvestigate any particular relationship between the variables
“SatisfactionWithPlan” and “Gender”.
6. Variation in Monthly Bills (“MonthlyBill”): Other Variables
Once again, investigating the relationship between two variables for these situations.
General guidelines:
• Before doing any analysis, classify your data as numerical or categorical. The techniques you will use will depend on the type of data you have.
• For submission, the analysis section of your Word document should be no more than eight (8) pages of computer output (i.e. output that you have copied into your PPT document from Microsoft Excel). When you conduct your analysis, you will produce much more output than this initially, but you should trim it down to only show the most relevant results in your maximum of 8 pages.
• Poorly presented or unorganised analysis or excessive long output (more than 10 pages) will be penalised.
• Save your computer analysis frequently (every 10 to 15 minutes).
Part 2: Email
You are required to reply to John by email, detailing essential information and conclusions from your data analysis. You are allowed no more than three pages to convey your written conclusions.
Keep the English simple and the explanations succinct. Avoid the use of technical statistical jargon. Your reader (John) will not necessarily understand even simple statistical terms, thus your task is to convert your analysis into plain, understandable language.
General instructions :
• The email is to be written as a stand-alone document (assume John will only read your email). Thus, you should not have any references in the email to your analysis. Eg. “On page 1 of the analysis... .”
• Use email format in your reply to John. That means the email heading (eg. To:, From:, Subject:) should be included, the recipient should be addressed at the beginning and the signature or name of the sender should be included at the end.
• When composing your reply, make sure that you actually answer the questions raised in John’s email.
• Sequentially number your answers 1, 2 … to match John’s email.
• Include an introduction at the start of the email and a summary/conclusion at the end.
• Marks will be deducted for the use of technical terms, irrelevant material, poor presentation/organisation and emails that are over three pages long.
When you have completed the email, it is a useful exercise to leave it for a day, return to it and re-read as if you knew nothing about the analysis. Does it flow easily? Does it make sense? Can someone without prior knowledge follow your written conclusions? Often, on re-reading, you become aware that you have made some points in a clumsy manner, and you find that you can re-phrase them much more clearly.
Submission: In summary, your submission will comprise of two document (one PPT slides and one written document in PDF).
Your submission document should be presented in the following order:
(1) the written email, comprising of no more than three pages,
(2) your analysis, which will be no more than 10 pages of slides.
2023-05-23