Overview The purpose of this assignment is to investigate a dataset which will enable you to answer questions posed in a Memorandum (see Memorandum section below). In order to answer the memorandum questions, you’ll need to analyse a given dataset, interpret the results, and then draw appropriate conclusions. The aims of the assignment are to: provide you with some examples of the application of data analysis within an organisation test your understanding of the material in the relevant topics test your ability to analyse and interpret your results test your ability to effectively communicate the results of your analysis to others Before attempting the assignment, make sure you have prepared yourself well. At a minimum, please read the relevant sections of the prescribed textbook and review the materials provided in Modules 1 and 2.
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Scenario You are Grace Park, 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. Michelle Yeoh, 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. Michelle’s article will be wide ranging and include commentary on the user’s expenditure, usage patterns and demographics. Michelle 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. Michelle’s specific analysis requirements are outlined in his email, which is reproduced on the next page. Memorandum Memorandum Date: 14th April, 2018 To: Grace Park, Research and Analysis Department From: Michelle Yeoh, Chief Data Analyst Subject: Analysis of Mobile Phone Data Dear Grace, Can you please carry out an analysis of the recent Mobile Phone market data (contained in the file MobileData.xlsx) and prepare a Memorandum reply to me containing answers to the following questions. In your Memorandum, please use plain language as I will provide your reply directly to people who do not necessarily understand statistical jargon. My specific questions are: Q1. An Overall View of Mobile Phone spend per month Can you provide an overall summary of how much consumers spend on their smart phones per month? A summing up of the variable “Monthly Bill” just by itself, would be useful. Q2. Monthly Bill vs Lifestyle Factors 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. Q3. Mobile Phone Affordability (a) Can you estimate the average monthly bill for all smart phone owners in Australia? (b) Using your smart phone as a payment device is the next frontier in a cashless society. Can you estimate the proportion of all smart phone owners in Australia that use their phone as a payment device?
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(c) Additionally, can we conclude that there is a difference between the proportion of male and female owners when it comes to using their smart phone as a payment device? Q4. Mobile Phone Usage (a) A previous report, published by Business Insider, indicated that the proportion of smart phone owners in Australia who use their smart phone for work‐related activities is no more than 75%. A colleague of mine believes that the proportion is higher, given that the smart phone synchronises email, calendars and documents. Can you check my colleague’s claim? (b) A business rival stated that the average number of phone calls made by Australian smart phone owners last month was at least 27 calls. I feel that this average may be overstated as there are other ways in which communication can occur, including popular Internet based alternatives. Is there any evidence to suggest that the average calls last month is less than 27? Q5. Relationships 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) SMS’s (c) Data Allowance Q6. Appropriate Sample Size Finally, I am concerned that the sample of 150 smart phone users in Australia is too small to provide accurate results as this seems hardly enough data. For a study we intend to undertake next year, we would like to be able to: (a) estimate the proportion of Mobile Phone users that have purchased an item online to within 6%, and (b) accurately estimate the average monthly bill to within $4. How many Mobile Phone users would we need to include in next year’s survey to satisfy both of these requirements? Regards, Michelle Memorandum Requirements Your Memorandum should be no longer than 2000 words and there is no need to include a Table of Contents, Charts and Tables, or Appendices in the Memorandum. The Charts/Graphics and Tables you create are only to be placed in the Data Analysis file i.e. the Excel spreadsheet Suggested Word formatting for the Memorandum: Single‐line spacing; no smaller that 10point font; page margins approx. 25mm, and good use of white space Your Memorandum must have a cover sheet containing your particulars and Unit details Set out the Memorandum in the same order as in the originating Memorandum from Michelle, with each section (question) clearly marked Use plain language and keep your explanations succinct. Avoid the use of technical or statistical jargon. As a guide to the meaning of “Plain Language”, imagine you are explaining your findings to a person without any statistical training (e.g. someone who has not studied this unit). What type of language would you use in this case?
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Marks will be lost if you use unexplained technical terms, irrelevant material, or have poor presentation/organisation All Microsoft Excel output associated with each question in the Memorandum is to be placed in the corresponding tab in the file MobileData_yourstudentid.xlsx Data Analysis Instructions/Guidelines In order to prepare a reply to Michelle’s Memorandum, you will need to examine and analyse the dataset MobileData.xlsx thoroughly. Michelle has asked a number of questions and your Data Analysis output (i.e. your charts/tables/graphs) should be structured such that you answer each question on the separate tab/worksheet provided in your Excel document. There are also three extra tabs in MobileData.xlsx called CI, HT and SS and you can use the various templates contained in these tabs in your “Confidence Interval”, “Hypothesis” and “Sample Size” answers. In order to effectively answer the questions, your Data Analysis output needs to be appropriate. Accordingly, you’ll need to establish which of the following techniques are applicable for any given question: Summary Measures (e.g. Descriptive Statistics, Inc. Outlier detection) Comparative Summary Measures (i.e. Descriptive Statistics for multiple values of a variable) Suitable tables (such as a Frequency Distribution) and charts or graphics (such as Histograms, Box Plots, Pie Charts, Bar/Column Charts) that will illustrate more clearly, other important features of a variable Scatter Diagrams (used to visually establish if there is a relationship between two numeric variables) Cross Tabulations (sometimes called Contingency Tables), used to establish the relationships (dependencies) between two variables (see Additional Materials under Topic 3 – Creating Cross Tabulations in Excel using Pivot Tables) Confidence Intervals. You can assume that a 95% confidence level is appropriate. We use Confidence Intervals when we have no idea about the population parameter we are investigating. Additionally, we would use Confidence Intervals if we are asked for an estimate. You can use the relevant Excel templates provided in the dataset and copy them to the applicable question tab Hypothesis Tests. You can assume that a 5% level of significance is appropriate. We Use Hypothesis Tests when we are testing a Claim, a Theory or a Standard. You can use the relevant Excel templates provided in the dataset and copy them to the applicable question tab Note: There is an Appendix at the end of each Chapter of the Prescribed Textbook which describes the basic Excel steps associated with that Topic. Chapters 1 to 9 are applicable for this assessment. Submission Your completed assignment should be submitted in two separate files: Memorandum (Part A): A Word document of no more than 2000 words that is not to contain any charts/tables/graphs. (Note: Do not submit a pdf document in lieu.). Please name your Word document MobileData_yourstudentid.docx Data Analysis (Part B): An Excel document containing separate tabs/worksheets with charts/tables/graphs for each question. Please note that all interpretations should be presented in your “Memorandum” and the Excel document should only contain your intermediate analysis and final output. Please name your Excel document MobileData_yourstudentid.xlsx