Mushroom Kitchen is an Adelaide health-food company that sells frozen plant-based ready meals, prepared by their own chefs and nutritionists. The file Mushroom Triers.xlsx contains data on over 800 potential customers being tracked by Mushroom Kitchen that has been marketing their latest product, Teriyaki Mushroom Rice. The file contains several demographics on these customers: their age, weight, income, salary type, car value, credit card debt, gender, whether they live alone, dwelling type, monthly number of trips to the supermarket, and suburb area. It also indicates whether they have tried the companys frozen Teriyaki Mushroom Rice. The manager of Mushroom Kitchen has hired you to help them make sense of this data. Specifically, you are required to write a report (no word limit, but maximum 5 pages) and an Excel file that will address the following tasks: 1. The company wants to understand why some potential customers are triers and others are not. Does gender make a difference? Does income make a difference? In general, what distinguishes triers from non-triers? How can Mushroom Kitchen use pivot tables and pivot charts to explore which demographic variables help to distinguish the frozen plant-based meal triers from non-triers? (Hint: discuss the results of your descriptive analytics within the report and submit a separate Excel file that contains the data set, pivot tables and pivot charts). 2. The information provided to you is limited to the customer behaviour (triers or nontriers). a) Using the data provided, you are required to develop a regression model that will improve the marketing of the product line Teriyaki Mushroom Rice. (Hints: you can include the regression model in the same Excel file of Q1, or use R, and discuss the regression outputs within the report). b) The management of Mushroom Kitchen has noticed that South Australians are becoming more health conscious, indicating a potential increase in demand for Teriyaki Mushroom Rice. Therefore, they are considering the options of opening a larger kitchen or maintaining its current kitchen. There is a 60% chance that the demand in the next two years for Teriyaki Mushroom Rice will be higher; and a 40% chance that the demand will be lower in the next two years. If they maintain the current kitchen and the demand turns out to be low, the operating profit is projected to be $200k. However, if the demand turns out to be high, Mushroom Kitchen can either maintain the small facility or expand it. Expansion would contribute to a higher operating profit of $400k and maintaining might lead to operating profit of $300k. If they open a larger kitchen and the demand is high, the projected profit would be $600k, but if the demand is low, the profit could potentially dive to $50k only. You are required to provide a recommendation to the manager using a decision tree model. 3. The management would like to use AI applications such as facial recognition in a similar study for a longer period, which will have significant increase in the amount of data to be collected. Your final task is to critically analyse the potential legal and ethical issues in the use of big data and analytics in this scenario. (Hint: you should cite all sources and include them in the reference list using Harvard referencing system).

Data to be used for calculation

erson	Age	Weight	Income	Salary Type	Car Value	CC Debt	Gender	Live Alone	Dwell Type	Mall Trips	Suburb area	Have Tried
1	48	175	65500	Hourly	2190	3510	Male	No	Home	7	East	No
2	33	202	29100	Hourly	2110	740	Female	No	Condo	4	East	Yes
3	51	188	32200	Salaried	5140	910	Male	No	Condo	1	East	No
4	56	244	19000	Hourly	700	1620	Female	No	Home	3	West	No
5	28	218	81400	Salaried	26620	600	Male	No	Apt	3	West	Yes
6	51	173	73000	Salaried	24520	950	Female	No	Condo	2	East	No
7	44	182	66400	Salaried	10130	3500	Female	Yes	Condo	6	West	Yes
8	29	189	46200	Salaried	10250	2860	Male	No	Condo	5	West	Yes
9	28	200	61100	Salaried	17210	3180	Male	No	Condo	10	West	Yes
10	29	209	9800	Salaried	2090	1270	Female	Yes	Apt	7	East	Yes