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Scenario
A drinks manufacturer has developed a low-alcohol bottled cocktail which
it intends to launch onto the drinks market after a major advertising
campaign. An advertising agency has produced two alternative TV
advertisements and a market research company has been commissioned
to ascertain what type of customer should be targeted and how effective
the TV advertisements are likely to be. The market research company
stopped people under 30 years at lunchtime in a busy shopping street of
several major cities and asked if they would be willing to give 10 minutes
to answer a questionnaire in return for a voucher for a free drink at one of
the local clubs. Those who agreed were randomly shown either one of the
TV advertisements or a picture and description of the product. An
interviewer then asked them questions from a questionnaire. A selection
of these questions is shown below and the corresponding data are given in
sharmfizz.xlsx
1. Tick your age
Under 21
21-24 years
25 years or over
2. Are you
male? or female?
3. Which TV advert did the respondent see? (To be answered
by the interviewer.)
Type 1
Type 2
No TV advertisement
No
1
Guidelines
1. In developing the report you should make use of excel functionality,
and appropriate statistical tables, measures and analysis covered in
class.
2. Briefly summarise the answers to important survey questions using
either/both graphical and numerical methods and comments on
your main findings.
3. Using hypothesis testing for mean comparison investigate whether:
- Males and Females differ significantly in how much they spend
on drink in a week? - Using independent sample t-test
- Is there any significant difference in how much people spend
on drink in a week across those who answered Yes and No in
response to choice of buying Sharmfizz in future? - Using
independent sample t-test
- Is there any significant difference in how much people spend
on drink in a week across the three age categories - Using one
way Annova
- Any other analysis (any one) that you can think of to explore
the dynamics of the dataset provided. (Use your imagination
to test any further dynamics of the dataset provided)
4. Your analyses should be well thought through, with clear explanation
of:
- Why have you undertaken a particular analysis?
- The conclusion(s) you may draw from the hypothesis testing
results
5. Structure of the report:
- Title page Provide the module name, module code, K id and
word count (Word count includes only the body of the report)
- Executive summary This should highlight the purpose of the
report and its main findings. Be precise and should not exceed
250 words.
2
Marking Scheme
MARKING SCHEME
Executive Summary
Introduction
Summarising
Hypothesis Testing 1 - T-test
Hypothesis testing 2 - T-test
Hypothesis testing 3 - Anova
Hypothesis testing 4 - Others
Conclusion
Referencing/ Format /Style /Structure
Total
10%
10%
15%
10%
10%
15%
10%
10%
10%
100%
Submission
3
The report submission deadline is Thursday 18 August 2016 by 9am one electronic copy through Turnitin in Assignment on StudySpace,
where it will be run through the plagiarism detection software.
covered
the
following
in
your Checklist