I need help with the Census data part of this assignment (an analysis). I already have a draft report prepared. I mainly need help with a specific section. Then I need help editing the assignment and changing the referencing to footnotes. See assignment summary below and full assignment brief attached, with what our group has already worked on. I need help with this section asap, then help with editing the rest of the assignment a little later (after the Census section is complete). The assignment is not due until 17 April. This is for a basic business statistics subject. Part of a postgraduate Commerce/Marketing degree. No prior knowledge of statistics is assumed in order to do this course. Just what is covered in the course itself.
Guidelines:
The main body of the report should be no longer than 12 pages excluding title page, table of contents, bibliography and appendices, etc and the whole report should be no longer than 20 pages in total, including the Table of Contents,, bibliography and any appendices. A separate title page is not required. Any extra pages will not be marked. You should to make your report look like a real business report as much as possible.
Assignment:
Imagine you are a market research company doing a job for a skincare business owned by two Sydney women (a mother and daughter) Sarah and Kaylie Jenner.
They have two packages:
“Sarah Jenner’s Youth Potion – Premium Edition” – sells at $480
“Sarah Jenner’s Youth Potion – Deluxe Edition.” sells at $320.
Each package is sold as a box set containing five products (one cleanser, one toner, one serum, one cream, one mask pack), They do not sell the products individually.
Their first store opened in May.
• no formal advertising or marketing activity at the time.
• products were already well known among a small group of women due to Kaylie’s popular blog about her mother’s beauty regimen and Sarah’s long history of home business.
• they encouraged Sarah’s loyal customers to spread the word about their enterprise and
• advertised in Kaylie’s blog and her YouTube channel.
• premium edition as the beauty regimen for women over 40 (so 40 and over)
• deluxe edition for women in their 20s and 30s (so 20 to 39).
• The store offered major promotions in July and November:
o first time customers were given 10% off
o repeat customers were given 5% off.
Questions
They are now considering expanding their business by increasing the production capacity and opening up another store in a mall/shopping centre located in the central business district of Sydney.
They also want to engage in some on- and off-line advertising/promotional activities.
• considering Google Ads Search campaign and/or
• sales promotions similar to the ones given in July and November for offline.
They would prefer to engaging in one activity of the two, but only:
if one can be proven definitely more effective than the other.
If both are effective with their own unique merits, they are willing to engage in both activities.
While the ultimate goal of the research is to help them make judicious decisions on which advertising/promotional method(s) to go with,
they also want to know,
in general what the sales data say about how their business is doing, especially in terms of attracting new customers and turning them into repeat customers.
Interview:
Sarah and Kaylie have different long-term visions for the business, they agree that their goal, at least for now, is to make their joint venture as successful as possible, meaning that they want to maximize profits!
• maximizing sales revenue will translate into maximizing profits.
Will it be better if they focus more on a certain age group, or should they cast their net wide?
If the former, which group and which advertising/promotional method, and how?
Which marketing/promotional method will be more effective in nurturing loyal customers?
Which marketing/promotional method will be more effective in introducing the brand to a larger population?
Methodology
When customers made their first purchase, Sarah and Kaylie encouraged them to register their names. Because the registration process was simple, with requiring only customers’ names verified by their ID’s and rewarded them with free samples, most customers registered. Registered customers were assigned a CustomerID.
The sales data Sarah and Kaylie provided are in Excel and contain four columns: Month, CustomerID, Premium, Deluxe. Premium is the quantity of the premium box set the customer purchased and Deluxe is the quantity of the deluxe box set the customer purchased.
For the first 9 months, due to the limited production capacity, no customer was allowed to buy more than one box set of the same product line in the same month. As a result, both the variable Premium and Deluxe takes only 0 or 1.
The store offered major promotions in July and November; in both months,
• first time customers were given 10% off while
• repeat customers were given 5% off.
In addition to the sales data, Sarah and Kaylie made a keen observation that the
• older-looking customers tend to buy the premium edition and the
• younger-looking customers tend to buy the deluxe edition,
Consider
• whether each variable in your data is numerical or categorical.
Look at measures such as
• the mean
• standard deviation
compute conditional probabilities or
any other relevant descriptive statistics for the numerical data.
Produce graphs which are appropriate.
Assume Google Ads search allows advertisers to target select users based on users’ locations only.
• For your analysis, simply assume that the user location is the only way that enables advertisers to target certain demographics.)
• Further assume that Google Ads allows advertisers to target a certain location to the level of Local Government Areas (LGA) of New South Wales.
As Sarah and Kaylie agree that they should focus on Sydney and surrounding areas, your group decides to consider the following LGA’s only:
Botany Bay, Burwood, Canada Bay, Hunters Hill, Inner West, Lane Cove, Mosman, North Sydney, Randwick, Strathfield, Sydney, Waverly, Willoughby, and Woollahra.
As the advertising cost is assumed to grow with more LGA’s targeted, you want to recommend Sarah and Kaylie to target a couple of LGA’s with their online adverts.
Other Supplementary Data:
You may want to look for any other data or statistics which can be used to help bolster your analysis, arguments, and conclusions. In general, publicly available data or statistics are aggregate and less detailed. When you use data of the secondary source, you need to pay extra attention to the definition/labelling of each variable or statistic, and how each variable or statistics are constructed or computed.
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