Module 1, Individual Case Analysis - Drout Advertising Research Project

Dear International Data Analytics for BusinessExecutives:

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Please read the following Data Analytics for Businesscase assigned for this Learning Module and please analyze and answer the Assignment(s)requested in this Case Analysis.

Assignments

Jamie received 105 responses, which are given in the Excel fileDroutAdvertising Survey.

• Review the questionnaire and classify the data collected from each question as categorical, ordinal, interval, or ratio.
• Next, explain how the data and subsequent analysis using business analytics might lead to a better understanding of stereotype versus empowerment advertising. Specifically, state some of the key insights that you would hope to answer by analyzing the data.
• Use appropriate charts to visualize the data. Summarize the data using frequency distributions and histograms for numerical variables, cross-tabulations, and other appropriate applications of PivotTables to break down the data and develop useful insights.

An important aspect of business analytics is good communication. Write up your answers to this case formally in a well-written report as if you were a consultant to

Ms. Drout USING our class:

0. Template, Analytics Individual Case Analysis Consulting Report.docxDownload

Table of Contents 1. Executive Summary 2. Overview Case Analysis - What's this case analysis about? 3. Scope of Consulting Work and Report - Detailed List of Assignments this case analysis is requesting. 4. Introduction 5. Analysis and Findings For EVERY Case Analysis ASSIGNMENT 5.1 Assignment(s) 1 - Statement o Identify Business Problem - "Define Problem statement [aka Case Analysis Assignment]" o Analytics Tools and Models used and results o Interpretation, Discussion, and Analysis of Findings and Results - Interpretation, Discussion, and Analysis of outcomes and results of Analytics Tools and Models used Tip: Support your Interpretation, Discussion, and Analysis of Results with the numbers you developed in your: Analytics Tools and Models used results Business Analytics Case Analysis EXCEL model(s) and outcomes and results o Recommendations 5.2 Assignment(s) 2 - Statement o Identify Business Problem - "Define Problem statement [aka Case Analysis Assignment]" o Analytics Tools and Models used and results o Interpretation, Discussion, and Analysis of Findings and Results - Interpretation, Discussion, and Analysis of outcomes and results of Analytics Tools and Models used Tip: Support your Interpretation, Discussion, and Analysis of Results with the numbers you developed in your: Analytics Tools and Models used results Business Analytics Case Analysis EXCEL model(s) and outcomes and results o Recommendations 5.n Assignment(s) n - Statement o Identify Business Problem - "Define Problem statement [aka Case Analysis Assignment]" o Analytics Tools and Models used and results o Interpretation, Discussion, and Analysis of Findings and Results - Interpretation, Discussion, and Analysis of outcomes and results of Analytics Tools and Models used Tip: Support your Interpretation, Discussion, and Analysis of Results with the numbers you developed in your: Analytics Tools and Models used results Business Analytics Case Analysis EXCEL model(s) and outcomes and results o Recommendations 6. Overall Case Analysis Findings Discussion 7. Overall Case Analysis Recommendations 8. Overall Case Analysis Conclusion(s) 9. Appendix/Appendices 10. Bibliography and References

Case Analysis Drout Advertising Research Project Backgound and Data

Case AnalysisDroutAdvertising Research Project

Drout Advertising Survey Data.xlsxDownload Drout Advertising Survey Data.xlsx

Reference:

Business Analytics (2e). - James R. Evans.

Pearson 2013 - ISBN: 9780132950619.

Case Analysis Background

JamieDroutis interested in perceptions of gender stereotypes within beauty product advertising, which includes soap, deodorant, shampoo, conditioner, lotion, perfume, cologne, makeup, chemical hair color, razors, skin care, feminine care, and salon services; as well as the perceived benefits of empowerment advertising. Gender stereotypes specifically use cultural perceptions of what constitutes an attractive, acceptable, and desirable man or woman, frequently exploiting specific gender roles, and are commonly employed in advertisements for beauty products. Women are represented as delicately feminine, strikingly beautiful, and physically flawless, occupying small amounts of physical space that generally exploit their sexuality; men as strong and masculine with chiseled physical bodies, occupying large amounts of physical space to maintain their masculinity and power. In contrast, empowerment advertising strategies negate gender stereotypes and visually communicate the unique differences in each individual. In empowerment advertising, men and women are to represent the diversity in beauty, body type, and levels of perceived femininity and masculinity. Her project is focused on understanding consumer perceptions of these advertising strategies.

Jamie conducted a survey using the following questionnaire:

1. What is your gender?
   1. Male
   2. Female

2. What is your age?

3. What is the highest level of education you have completed?

1. Some High School Classes
2. High School Diploma
3. Some Undergraduate Courses
4. Associate Degree
5. Bachelor Degree
6. Master Degree
7. J.D.
8. M.D.
9. Doctorate Degree

4. What is your annual income?

1. $0 to<<$10,000
2. $10,000 to<<$20,000
3. $20,000 to<<$30,000
4. $30,000 to<<$40,000
5. $40,000 to<<$50,000
6. $50,000 to<<$60,000
7. $60,000 to<<$70,000
8. $70,000 to<<$80,000
9. $80,000 to<<$90,000
10. $90,000 to<<$110,000
11. $110,000 to<<$130,000
12. $130,000 to<<$150,000
13. $150,000 or More. 5. On average, how much do you pay for beauty and hygiene products or services per year? Include references to the following products: soap, deodorant, shampoo, conditioner, lotion, perfume, cologne, makeup, chemical hair color, razors, skin care, feminine care, and salon services.

6. On average, how many beauty and hygiene advertisements, if at all, do you think you view or hear per day? Include references to the following advertisements: television, billboard, Internet, radio, newspaper, magazine, and direct mail.

7. On average, how many of those advertisements, if at all, specifically subscribe to gender roles and stereotypes?

8. On the following scale, what role, if any, do these advertisements have in reinforcing specific gender stereotypes?

1. Drastic
2. Influential
3. Limited
4. Trivial
5. None

9. To what extent do you agree that empowerment advertising, which explicitly communicates the unique differences in each individual, would help transform cultural gender stereotypes?

1. Strongly agree
2. Agree
3. Somewhat agree
4. Neutral
5. Somewhat disagree
6. Disagree
7. Strongly disagree

10. On average, what percentage of advertisements that you view or hear per day currently utilize empowerment advertising?

Pearson Analytics Student Support and Resources: Tools, Software, and Tutorials

Pearson Analytics Support and Resources: Tools, Software, and Tutorials

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• Pearson Analytics - Excel 2013 with Data Analysis Toolpak
• Pearson Analytics MyStat Lab - Pearson Applets
• Pearson Analytics - StatTalk Videos
• Pearson Analytics - Business Insight Videos

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4. Visual Explorations - Pearson Analytics Student Support and Resources: Tools, Software, and Tutorials

4. Excel Guide Workbooks - Pearson Analytics Student Support and Resources: Tools, Software, and Tutorials

4. OnLine Topics - Basic Business Statistics Concepts and Applications

4. Shorts Takes - Examples and Tutorials by Topics

4. PHStat Excel Macro v.2.0 free version

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Intro to Business Analytics - Excel

Introduction to Excel 2013 with Data Analysis Toolpak (3:01)Links to an external site.

Business Data Analytics IN Excel ...

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Simple Yet Powerful Excel Tricks for Analyzing Data

https://www.analyticsvidhya.com/blog/2015/11/excel-tips-tricks-data-analysis/Links to an external site.

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10 Excel Functions You Need to Know for Data Analysis

https://blog.adeptmarketing.com/10-excel-functions-you-need-to-know-for-data-analysisLinks to an external site.

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Data Analysis with Excel

https://www.excel-easy.com/data-analysis.htmlLinks to an external site.

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Module 1: Data Analysis in Excel

Module 1: Data Analysis in ExcelLinks to an external site.

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Data Analysis with Excel

https://mva.microsoft.com/en-us/training-courses/data-analysis-with-excel-16654?l=w0fgRO8sC_306573942Links to an external site.

Data Types in Statistics

https://towardsdatascience.com/data-types-in-statistics-347e152e8beeLinks to an external site.

Data Visualization - Excel Charts

Histogram (3:12)Links to an external site.

Excel Charts Tutorial 1.pdfDownload Excel Charts Tutorial 1.pdf

Excel Advanced Charts Tutorial 1.pdfDownload Excel Advanced Charts Tutorial 1.pdf

Excel Advanced Charts Tutorial 2.pdfDownload Excel Advanced Charts Tutorial 2.pdf

The Data Visualisation Catalogue

https://datavizcatalogue.com/index.htmlLinks to an external site.

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Advanced Excel Charts - Introduction

https://www.tutorialspoint.com/advanced_excel_charts/advanced_excel_charts_introduction.htm?utm_source=7_&utm_medium=affiliate&utm_content=5f34cd37cdf1050001b09537&utm_campaign=Admitad&utm_term=968a382d70d742b87684f5331ceda8edLinks to an external site.

Data Visualization - Excel Pivot Tables

Excel Pivot Tables

https://exceljet.net/excel-pivot-tablesLinks to an external site.

Pivot Chart

https://www.excel-easy.com/examples/pivot-chart.htmlLinks to an external site.

Building Interactive Dashboards using Excel (Pivot Tables)

https://towardsdatascience.com/building-interactive-dashboards-using-excel-3b5402da5d22Links to an external site.

The Simple Guide to Using Pivot Tables to Understand Marketing Data

https://neilpatel.com/blog/pivot-table-for-marketing-data/Links to an external site.

Descriptive Statistics

1. What Is an Average? (3:41)Links to an external site.

2. When Should You Use a Mean and When Should You Use a Median? (3:42)Links to an external site.

4. Variation 1. Introduction and Quartiles (4:57)Links to an external site.

5. Variation 2. Standard Deviation (With a Digression on Eggroulette) (4:55)Links to an external site.

15. Two Types of Variation (4:17)Links to an external site.

16. Standard Error and Standard Deviation (5:18)Links to an external site.

Descriptive Statistics and Confidence Intervals for a Mean (3:02)Links to an external site.

Correlation Matrix and Variance-Covariance Matrix (1:20)Links to an external site.

Definitions of Descriptive Statistics of a Single Variable.docDownload Definitions of Descriptive Statistics of a Single Variable.doc

Statistics Cheat Sheet - MIT.pdfDownload Statistics Cheat Sheet - MIT.pdf

Statistics Cheat Sheet - Harvard.pdfDownload Statistics Cheat Sheet - Harvard.pdf

Tutors Quick Guide to Statistics.pdfDownload Tutors Quick Guide to Statistics.pdf

Descriptive Statistics

https://www.informit.com/articles/article.aspx?p=2755724Links to an external site.

Understanding Descriptive Statistics

https://towardsdatascience.com/understanding-descriptive-statistics-c9c2b0641291Links to an external site.

Descriptive Statistics: Definition & Charts and Graphs ... Excel Tutorial ...

https://www.statisticshowto.com/probability-and-statistics/descriptive-statistics/#DefinitionLinks to an external site.

Probability Distributions and Data Modeling

Generating Random Numbers and Sampling (2:45)Links to an external site.

17. How Does Statistical Testing Work? (5:17)Links to an external site.

6. The Normal Distribution (4:30)Links to an external site.

7. Not the Normal Distribution (3:55)Links to an external site.

8. Sampling and Parameters (4:18)Links to an external site.

Sampling and Estimation

3. Sampling (5:22)Links to an external site.

Statistical Inference

9. Why Use a p Value Anyway? (3:54)Links to an external site.

10. What Does a p Value Mean? (3:36)Links to an external site.

11. A p Value is About the Probability of the Data, Not of the Hypothesis (4:48)Links to an external site.

12. What is Statistical Significance? (5:05)Links to an external site.

13. Basketball Players Won't Accept the Null Hypothesis (2:39)Links to an external site.

14. The Fish and Chip Guy Won't Accept the Null Hypothesis (4:15)Links to an external site.

One-Way ANOVA (2:06)Links to an external site. Two-Way ANOVA (2:21)Links to an external site.

Hypothesis Tests for Differences between Two Means (2:16)Links to an external site. Hypothesis Tests for the Mean of Paired Differences (2:11)Links to an external site. Hypothesis Tests for Differences between Two Variances (1:56)Links to an external site. Hypothesis Tests for Differences between Two Means Assuming Known Variances (2:31)Links to an external site.

Anova https://www.excel-easy.com/examples/anova.htmlLinks to an external site.

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A Simple Introduction to ANOVA (with applications in Excel)

https://www.analyticsvidhya.com/blog/2018/01/anova-analysis-of-variance/Links to an external site.

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Basic Concepts for ANOVA

https://www.real-statistics.com/one-way-analysis-of-variance-anova/basic-concepts-anova/Links to an external site.

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ANOVA Excel 2013 : Overview

https://www.statisticshowto.com/perform-anova-excel-2013-one-way-anova/Links to an external site.

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CHISQ.TEST function

https://support.microsoft.com/en-us/office/chisq-test-function-2e8a7861-b14a-4985-aa93-fb88de3f260fLinks to an external site.

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Chi Square P Value Excel: Easy Steps, Video

https://www.statisticshowto.com/probability-and-statistics/excel-statistics/calculate-chi-square-p-value-excel/Links to an external site.

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Independence Testing

https://www.real-statistics.com/chi-square-and-f-distributions/independence-testing/Links to an external site.

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Chi-square Test in Spreadsheets

https://www.datacamp.com/community/tutorials/chi-square-test-in-spreadsheetsLinks to an external site.

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Tutorial: Pearson's Chi-square Test for Independence

https://www.ling.upenn.edu/~clight/chisquared.htmLinks to an external site.

Real Statistics Using Excel -Hypothesis Testing

https://www.real-statistics.com/hypothesis-testing/Links to an external site.

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Statistics How To - Hypothesis Test in Excel for the Population Mean (Large Sample)

https://www.statisticshowto.com/hypothesis-test-in-excel-for-the-population-mean-large-sample/Links to an external site.

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t-Test

https://www.excel-easy.com/examples/t-test.htmlLinks to an external site.

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A Gentle Introduction to Statistical Hypothesis Testing

https://machinelearningmastery.com/statistical-hypothesis-tests/Links to an external site.

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Simple hypothesis testing

https://www.khanacademy.org/math/statistics-probability/significance-tests-one-sample/idea-of-significance-tests/v/simple-hypothesis-testingLinks to an external site.

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Hypothesis testing and p-values

https://www.khanacademy.org/math/statistics-probability/significance-tests-one-sample/more-significance-testing-videos/v/hypothesis-testing-and-p-valuesLinks to an external site.

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Your Guide to Master Hypothesis Testing in Statistics

https://www.analyticsvidhya.com/blog/2015/09/hypothesis-testing-explained/Links to an external site.

Trendlines and Regression Analysis

Scatterplot and Regression Line (1:35)Links to an external site.

Links to an external site.Links to an external site.Simple Regression, Multiple Regression, and Residuals Plots (2:44)Links to an external site.

Links to an external site.Links to an external site.18. Regression (4:58)Links to an external site.

Links to an external site.Time Series Analysis (3:03)Links to an external site.

Analytics - A Refresher on Regression Analysis

https://hbr.org/2015/11/a-refresher-on-regression-analysisLinks to an external site.

Forecasting Techniques

Analyzing Linear Regression.pdfDownload Analyzing Linear Regression.pdf

Regression step-by-step using Excel.pdfDownload Regression step-by-step using Excel.pdf

EXCEL 2007: Multiple Regression

http://cameron.econ.ucdavis.edu/excel/ex61multipleregression.htmlLinks to an external site.

Use Excel's Forecast Function to Turn Historical Data Into Predictions

https://www.makeuseof.com/tag/excel-forecast-function/Links to an external site.

Time Series Analysis and Forecasting in Excel with Examples

https://exceltable.com/en/analyses-reports/time-series-analysisLinks to an external site.

Moving Average in Excel

https://www.excel-easy.com/examples/moving-average.htmlLinks to an external site.

One-click forecasting in Excel 2016

https://www.microsoft.com/en-us/microsoft-365/blog/2015/10/06/one-click-forecasting-in-excel-2016/Links to an external site.

Correlation

https://www.simplypsychology.org/correlation.html#targetText=An%20example%20would%20be%20height,above%20sea%20level%20and%20temperature.Links to an external site.

Spreadsheet Modeling and Analysis

How to run cluster analysis in Excel

https://www.clusteranalysis4marketing.com/technical-aspects-cluster-analysis/how-to-run-cluster-analysis-in-excel/Links to an external site.

What is the MATCH Function?

https://corporatefinanceinstitute.com/resources/excel/functions/match-function-formula/Links to an external site.

8 Ways To Make More Powerful Excel Models

https://www.forbes.com/sites/brettwhysel/2018/09/06/8-ways-to-make-more-powerful-excel-models/#5d66baac500eLinks to an external site.

Tutorial - Microsoft Excel: Best practices for spreadsheet modeling data shaping and data - BRK2035

https://www.youtube.com/watch?v=wDMo4cFxWq0Links to an external site.

What is What-If-Analysis in Excel and how is it used

https://www.digitalvidya.com/blog/what-if-analysis-in-excel/Links to an external site.

Simulation and Risk Analysis

6 Common Probability Distributions every data science professional should know

https://www.analyticsvidhya.com/blog/2017/09/6-probability-distributions-data-science/Links to an external site.

Data Sampling in Excel - Create Random Sample in Excel

http://www.datasciencemadesimple.com/sampling-in-excel-create-random-sample-in-excel/Links to an external site.

Introduction to Monte Carlo simulation in Excel

https://support.office.com/en-us/article/introduction-to-monte-carlo-simulation-in-excel-64c0ba99-752a-4fa8-bbd3-4450d8db16f1Links to an external site.

How to Create Monte Carlo Models and Forecasts Using Excel Data Tables

http://www.exceluser.com/reports/monte-carlo-models-forecasts-with-data-tables.htmLinks to an external site.

10 Powerful Excel Project Management Templates for Tracking

https://www.makeuseof.com/tag/excel-project-management-tracking-templates/Links to an external site.

Linear Optimization

Introductory guide on Linear Programming for (aspiring) data scientists[explained in simple English]

https://www.analyticsvidhya.com/blog/2017/02/lintroductory-guide-on-linear-programming-explained-in-simple-english/Links to an external site.

Using Excel's Built-In Solver - Product Mix Example

https://www.solver.com/solver-tutorial-using-solverLinks to an external site.

Define and solve a problem by using Solver

https://support.office.com/en-us/article/define-and-solve-a-problem-by-using-solver-5d1a388f-079d-43ac-a7eb-f63e45925040Links to an external site.

A Beginner's guide to Shelf Space Optimization using Linear Programming

https://www.analyticsvidhya.com/blog/2016/09/a-beginners-guide-to-shelf-space-optimization-using-linear-programming/Links to an external site.

How Do Restaurants Use Linear Programming for Menu Planning?

https://smallbusiness.chron.com/restaurants-use-linear-programming-menu-planning-37132.htmlLinks to an external site.

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In Module 4 and Module 6 you will be asked to use a variety of descriptive analytics tools to analyze the data and interpret the results. As you do this, add your insights to the report, culminating in a complete project report that fully analyzes the data and draws appropriate conclusions.

ThisIndividualCase AnalysisDroutAdvertising Research Projectwill continue in Module 4, and Module 6.

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Please develop YOUR OWN Business Data Analytics EXCEL models to support all your answers and analyses and post this(these) file(s) in addition to your Case Analysis Drout Advertising Research Project Report.

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Finally, please answer ALL Questions and Sections of this Data Analytics for Business Case with great detail AND STEP BY STEP being extremely methodical and accurate in your answers. It is extremely important that for each Question and Section, you write the entire question and you LABEL and/or PLACE the appropriate headings and subheadings clearly for EACH part of the question and/or section.

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Please address, analyze, and discuss in great detail and thoroughly support and explain the what's, how's, and why's of each of your answers.

PLEASE PS. TABLE OF CONTENTS

EXPLANATION : STEP-BY STEP