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MBAS903 Assessment 1— INDIVIDUAL Assessment
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Purpose: Prepare a report for your client to allow them to gain insights into the SYDNEY demographic and purchasing behaviour of people purchasing organic products. BUSINESS SCHOOL
Business Analytics Applications: descriptive analytics, cluster analysis UNIVERSITY OF WOLLONGONG
Background: The Organics_Vistat database contains data on peoples’ grocery purchases in the UK. The client is interested in market segmentation, with a particular focus on those that purchase organic produce. While they would ideally like to focus on a comprehensive demographic profile of customers, the coverage of demographic data is rather limited. Therefore, the task is to create a market segmentation profile using both demographic and past purchasing behaviour data.
Guidelines: Start with variable selection and think about the rationale for your chosen variables. You will need to conduct descriptive analytics of your chosen variables (central tendency, variation, shape, correlations etc and identification of missing data). Develop a range of cluster analyses, starting with the numerical data only and default settings and experiment with differing numbers of clusters and variables. Analysis the relationship between your clusters and “organics purchase”. DO NOT include organics purchase in the cluster analysis itself. There is no one “right’ answer, so think about the rationale for the steps you take in the analysis and the reasoning for your preferred cluster model(s).
Format: Business report for client Executive summary — one paragraph overview of full project including summary of results -10 marks Introduction — set the scene and background of issue/problem (broad to specific issues) —10 marks Methodology — discuss the rationale and planned steps for your analytics process (ie. details of descriptive analytics and cluster analysis you plan to do — do not include any results in this section) — 20 marks Body and analysis — descriptive analytics results, summary of the process and steps ultimately taken in your empirical analysis present to arrive at your chosen models (between 1 and 3max), discuss and interpret chosen model(s) and any recommendations (Model = combination of k and set of variables) — 50 marks Conclusions — wrap up the exercise with recommendations for client —10 marks
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