Primary Discussion Response is due by Wednesday The marketing department likes to know patterns about the consumers who call the 1-800 phone bank with questions/problems. You meet with them to discuss the matter. Using the Discussion Board, suggest at least 3 quantitative objects that you should keep track about each caller and/or their behavior with respect to the snack food category and indicate if each variable is continuous or discrete (refer to the Question and Answer Resource for this week for the definition of continuous and discrete variables). Post your list on the Discussion Board. Read the other postings and respond to anyone who listed variables similar to yours by saying which variable you prefer and why. Phase 1 - Task 2 Task Type: Individual Project Deliverable Length: 5-8 slides with speaker notes Due on Sunday One of the products that Company W makes is snack foods. The Research and Development department of Company W has developed a new formula for one type of snack food that is cheaper to make than the current formula. They want to test the new formula with consumers. They want to see if consumers can tell the difference between the old and new formulas. You propose to conduct this test and analyze the results in line with WidgeCorp's approach to gathering statistical data and using it to make decisions. You first need to explain the process to senior management at Company W. You advocate using an unbiased sample of consumers in their test, so that Company W is randomly selecting people based on the following: age; whether or not they have kids; where they live; how often they buy snack foods; whether or not they already buy the current product.. Prepare a presentation that addresses the following: 1. List at least 3 qualitative attributes of the snack food about which they might want to ask consumers. Make sure at least one of them is nominal. 2. For each attribute that is ordinal, assign names for the endpoints of a 5 point rating scale. 3. Explain the difference between nominal and ordinal data. 4. Explain how nominal and ordinal data relate to a rating scale. 5. List at least 2 quantitative attributes of snack food that the scientists might want to measure. 6. Explain the difference between interval and ratio data. 7. Include in your presentation the difference between a population and a sample. 8. Note why it is important to avoid bias when conducting research (see note below) NOTE: Give 2 examples of possible populations for this test. Phase 2 - Task 1 Task Type: Discussion Board Deliverable Length: 350-600 words Primary Discussion Response is due by Wednesday One of WidgeCorp's regional sales managers contacts you with a request. In preparation for rolling out a new type of snack food, she's been trying to make sense of some demographic data available through the AMA (American Marketing Association) and is overwhelmed. She explains to you that there are two files which contain reports generated from AMA's (American Marketing Association) website. AMA's website provides free demographical services where one can choose from a variety of criteria and generate reports based on the U.S. Census decennial data obtained at the beginning of each decade. These files contain 4 reports: General Summary, Census Trend 1980 to 2000 Summary, Occupation and Employment Summary, and Income Summary. In these demographics reports the data for many of the variables is distributed into many different categories. For example, there are 7 different categories for Educational Attainment in the General Summary Report and 20 categories for Employment by Industry in the Occupation and Employment Summary Report. Help this regional sales manager see a smaller number of comprehensible categories. 1. Attached is the p2dbs_v2 file that entails the reports for zip code 60614. 2. Using all four demographic reports: (Overview, Trend, Employment, and Population Detail) for zip code 60614, choose four variables (including at least one from each report) and explain how you would collapse the categories and why. Use the Discussion Board to respond to the regional sales manager. In your own words, please post a response to the Discussion Board and comment on other postings. You will be graded on the quality of your postings. Reference: Summary reports. (n.d.). Retrieved March 3, 2006, from the Free Demographics Service on the American Marketing Association Web site (free registration required): http://www.marketingpower.com/content753.php Phase 2 - Task 2 Task Type: Individual Project Deliverable Length: 5-8 PPT slides and speaker notes and 300-400 word memo The National Sales meeting is approaching. Each regional sales manager has to do a short presentation for the Marketing department that highlights how the consumers in their territory are different from those in the Total US. You're still working with the local regional sales manager. 1. Report 1 is attached that includes the reports for the USA. This file contains reports generated from AMA's (American Marketing Association) website. AMA's website provides free demographical services where one can choose from a variety of criteria and generate reports based on the U.S. Census data. This particular file contains 4 reports: General Summary, Census Trend 1980 to 2000 Summary, Occupation and Employment Summary, and Income Summary based on the entire U.S. 2. Report 2 is attached that includes the reports for zip code 60614. This particular file contains 4 reports: General Summary, Census Trend 1980 to 2000 Summary, Occupation and Employment Summary, and Income Summary based on the U.S. zip code 60614. 3. Using all 4 demographic reports (General Summary, Census Trend 1980 to 2000 Summary, Occupation and Employment Summary, and Income Summary) for the US and zip code 60614, prepare a 1 page memo explaining how your territory differs from the national profile. Feel free to note anything that you found surprising in this data. 4. Prepare a 5-8 slide presentation of your major findings. You may group a category of data from the Total US and zip code 60614 and create a graph to show how they differ. The presentation should have at least one graph and a headline that summarizes a key takeaway from the graph. The last page of the presentation should contain at least 3 questions that you would want answered based on what you've seen in this comparison. Your presentation should include 5-8 slides in PowerPoint plus title and reference slides with speaker notes (200-250 words per slide). Reference Summary reports. (n.d.). Retrieved March 3, 2006, from the Free Demographics Service on the American Marketing Association Web site: http:/www.marketingpower.com/content753.php WidgeCorp became the market leader in snack foods after acquiring a rival company, Company W. Their management style and business decision-making differed. Employees at WidgeCorp collected relevant data and through statistical analysis used this information to draw conclusions and make appropriate recommendations. Company W tended to rely on the experience and judgment of its managers. For the time being, both companies are being managed separately, but within the next twelve months they will merge all management, processes, and accounting. You work for Company W and are a little nervous about this new way of working, but realize that you need to be able to present issues and recommendations with statistical verification to the WidgeCorp executives. You will also introduce and employ statistical analysis to the senior management of Company W's various departments such as Marketing, Sales, and Production. Part of your job will be to educate Company W as well. Use Common Statistical Tests to Draw Conclusions from Data Phase 3 - Task 1 Task Type: Discussion Board Deliverable Length: 400-450 words Primary Discussion Response is due by Wednesday You're trying to explain null and alternative hypotheses to one of the senior managers at Company W and he's not "getting it" when you use snack food sales. Help him by thinking about a business problem in another organization or department. Formulate a null hypothesis and the corresponding alternative hypothesis that could be tested. Also, please state the business implications of Type I and Type II errors for those examples. Phase 3 - Task 2 Task Type: Individual Project Deliverable Length: 700-1000 words Company W is testing a sales software package. Their sales force of 500 people is divided into four regions: Northeast, Southeast, Central and West. Each sales person is expected to sell the same amount of products. During the last 3 months, only half of the sales representatives in each region were given the software program to help them manage their contacts. The VP of Sales at WidgeCorp, who is comfortable with statistics, wants to know the possible null and alternative hypotheses for a non-parametric test on this data using the chi-square distribution. A non-parametric test is used on data that is qualitative or categorical, such as gender, age group, region, and color. It is used when it doesn’t make sense to look at the mean of such variables. (You can refer to the article for this week for further information located at the end of the Phase Resources.) Phase 4 - Task 1 Task Type: Discussion Board Deliverable Length: 350-500 words Primary Discussion Response is due by Wednesday WidgeCorp is considering branching out into cold beverages. You have been asked to come up with a regression model to forecast monthly sales of cold beverages for the next year. Think about what variables you might include in your model (you do not need to run a regression and therefore you will not need actual numbers. You just need to identify and justify your selection of variables that you would include in your model). Your manager asks for your thoughts. Respond to anybody who asks you to explain your variable selection (as per the previous question). Phase 4 - Task 2 Task Type: Individual Project Deliverable Length: 400-600 words You're in a brainstorming session at WidgeCorp, where no idea is too outrageous. You're discussing penetration in the school lunch market. Ideas around school lunch subsidies, Internet subsidies, and Internet target marketing are being discussed. As the end of the meeting, the group asks you to prove or disprove some assumptions by looking at correlations. First, acquaint yourself with the Internet subsidy issue by reading the article Closing the Digital Divide: Internet Subsidies in Public Schools by Austan D. Goolsbee and Jonathan Guryan at http://www.chicagobooth.edu/capideas/summer03/digitaldivide.html Next, look at the Variable comparison chart attached in this email: Based on the findings as reported in this article, prepare a chart similar to the one in the downloaded file to indicate if the correlation between Variables A and B were found to be positive, negative, or minimal. In your own words, explain what it means if the correlation of 2 variables is positive, negative, or minimal (close to 0) and give an example of each. Please submit your assignment. Phase 5 - Task 1 Task Type: Discussion Board Deliverable Length: 400–600 words Reminder: Initial Discussion Board posts due by Wednesday, Clearly, drug addiction and the crime related to drug addiction has impacted the U.S. criminal justice system. The effectiveness of the War on Drugs has been debated at great length by scholars, criminal justice professionals, addiction professionals, and the general public. While there is no consensus on how effective the War on Drugs has been, most can agree that it has not achieved the results that were its original goal. In August 2013, the US Attorney General, Eric Holder announced that the Dept. of Justice would not pursue charging low-level, non-violent drug offenders with crimes that carried mandatory minimum sentences. He stated in his speech to the American Bar Association that “Long sentences for low-level, non-violent drug offenses do not promote public safety, deterrence, and rehabilitation.” Research alternatives to traditional incarceration for drug offenses, and propose an alternative to incarceration for non-violent drug users charged with drug possession. Your proposal should address the following: • How addiction contributes to the user’s criminal behavior, and how your proposal will aid the user in changing that behavior; and • How your proposed alternative will positively impact the criminal justice system and its different components (police, the courts, and corrections). Phase 5 - Task 2 Task Type: Group Project Deliverable Length: 1500-3000 words individual portion A high-end market research firm has contacted your boss and is trying to sell some business to your organization. Upper management does not want to appear incompetent, so they have asked you to research and explain three major ways multivariate statistics are used in a business. Small Group Discussion Research the Library and provide at least 1 example of how a real company has used each of the following multivariate techniques: factor analysis, multi-dimensional scaling, and cluster analysis. Companies that provide statistics software websites and market research firm websites usually include case studies and customer testimonials. Which technique is preferred and which example best illustrates the use of this technique. Individual Portion For the individual portion of this project, on your own, write a 1500-3000 word summary explaining to upper management the chosen multivariate technique, how it is different than the other 2 techniques, how at least one other real-life company has used this technique to address a business problem and how that technique might be used at your own organization.