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MKMR 308

Fall 2023

Individual Assignment 2                                                                   (Total 70 points)

Due Date : November 4^th, End of Day (11.59 PM)

This covers one hypothesis testing question (with SPSS), mostly data visualization questions (with Tableau), and one Marketing Metrics Question from Module C.

Hypothesis Questions with SPSS: Attach relevant output, and explain what you did for all the questions below.

Questions from the book by Herschel Knapp.

Question numbers 1 and 2 are from the optional textbook.  Data sets and test background information are posted elsewhere on Canvas. In each case, use the dataset A. You are not required to write a 200 word note.  However, you are expected to do suitable hypotheses tests following five-steps in class carefully. Whenever appropriate, you can assume the relevant scale variables are normally distributed so you can do the parametric version of the test without doing test of normality. (2 X 5 points each)

1: Chapter 4: Problem 4 A

2. Chapter 8: Problem 5 A

Tableau Questions: Total 50 Points

Use the Tableau workbook – Assign2starter for these questions:

3. There are seven original (not generated) Measures in the Data pane. Report their aggregation and Number Format information in a Table. After that argue that these are the best aggregation and number formats or propose alternatives better ones.   For the following questions, work with the better aggregation/Number format, if any.               (5 Points)

4. Filter by Region and keep only North America.  Then compare Category level sales when average Discount is low (less than= 4%) versus high (more than=10%).  Attach two suitable graphs exploring this issue and comment which product type is sold on high versus low discounts.  Also identify any geographic patterns in average discount (again within North America) with a suitable graph and interpret. (10 Points)

5. Continue focusing on North America. Create a suitable dual axis chart and a combined axis chart to investigate Discount and any other suitable Measure. Select this in such a way that you generate some insight about what is discounted and to whom. You must re-arrange or re-sort some part of the chart to highlight something.  Include some explanation for why you are sorting this way and how you accomplished sorting in the way you wanted. Briefly provide your interpretation about the charts. (10 Points)

6. Continue focusing on North America. Create a suitable Pie Chart and a Tree Map to investigate Discount AND/OR any other suitable Measure. Select this in such a way that you generate some insight about that variable. Briefly provide your interpretation about the charts.                                    (5 Points)

7. Create a simple Scatter-plot and an advanced scatterplot for some relevant variables here.  In each case, identify and annotate an outlier. Interpret the relationships these scatterplots are showing and the meaning/significance of identified outliers. (10 Points)

8. Create a Dashboard and put at least 3 related charts on the same topic there.  These could be graphs that you have already made or you can make new graphs to fit a storyline better. Make the dashboard with a dynamic filter (for regions, or segments or categories). Briefly provide your interpretation about the Dashboard. (10 Points)

Marketing Metrics Question: Total 10 Points

9. We can choose to measure any important marketing output or outcome in a variety of ways.  However, we need to be mindful of the “quality of metric” as well.  Not all measurements are created equal. In this context, one of the slides in the PPT used during week 1 of Module C lists eight properties of good marketing metrics.  Discuss any four of those properties.              (10 Points)