MSCI 581 Introduction to Marketing Analytics, 2019/2020 Coursework
Incredible Brews Ltd is thinking to develop a new type of drink. They have hired a chemist that advised how to develop specific colour, bitterness, smokiness and other characteristics of their product. They are confident that this way they can synthesise a beverage with specified characteristics, which would taste just like a normal beer, but will not have its adverse effects.
In order to decide, what beer to produce, they have created a questionnaire and a setup for the conjoint analysis (see “2019-2020-MSCI581-conjoint-Beer.pdf” file). They have asked 113 respondents to participate in their survey and rate each of the possible product combinations. In addition, the company has collected answers to questions about the habits and some demographic characteristics of the respondents (see “2019-2020-MSCI581-conjoint-beerData- expanded.csv” file).
The Incredible Brews Ltd wants you to give insights about the desired product characteristics and answer the following questions:
1. What are the key attributes options for the consumers?
2. What are the most and the least important attributes of the beer?
3. Are there any important drivers of the rating? (for example, income, gender, etc)
4. The company thinks that people leaving in the north prefer darker beer, while those
who live in the south of the country like the blonde one more. Does the data support their hypothesis?
In the end, they want you to help them understand what product to produce and how to position it.
Note: You may have no or very limited personal experience of the product of Incredible Brews Ltd. This is up to a point to be expected! If you go in this sort of business it is possible that you will end up marketing products you do not use.
About the report
Provide your findings in a short business report. The report should be tailored for decision makers with adequate understanding of statistics and marketing analysis and modelling (you should use technical terms when necessary, however you are not expected to explain what are the methods you are using, for instance you do not need to explain what is regression). Your analysis should be adequately documented and you should explain how you have manipulated / processed the data and why you have selected one model or another. Note that the report should include an executive summary for the whole work, summarising the main findings and implications. The words count should be between 2000 and 3000 words. Be concise with your answers. Include statistical tables and figures if necessary, but only if they add to your arguments! Table of contents and appendix do not count against your words limit, however
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they are not needed. Use references only if they are needed to support your arguments / analysis. We do not need to see references for the sake of having them!
Marks for the tasks
The marks are distributed the following way:
1. Executive summary – 10%;
2. Data analysis and modelling – 30%;
3. Answering the questions of the company – 40%;
4. Recommendations – 20%.
Deadline: 21 January 2020 10:00
Good luck!
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