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日期:2020-01-19 10:53

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-beerDataexpanded.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

2/2

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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