Please read this case study carefully and address the stated questions at the end. Please make sure that your answer/analysis provides some exact points rather than being too general. You can also use some web sources, by making sure to cite them, to develop more concrete analysis.
Note:The raw data provided in the below tables is available in the attached Excel sheet entitled: Assignment#2_Case Study_Natural Wholemeal Biscuits.
Please include your Excel file as well if you conduct some analyses on the data provided in that file.
Excel Sheet-
| Region | Shops | Sales ($000) | | | Sex | Female | 64% |
| Toronto | 94 | 240 | | | | Male | 36% |
| Montreal | 18 | 51 | | | Age | Less than 20 | 16% |
| Hamilton | 8 | 24 | | | 20 to 30 | 43% |
| Sudbury | 9 | 18 | | | 30 to 40 | 28% |
| Windsor | 7 | 23 | | | 40 to 60 | 9% |
| Qubec | 12 | 35 | | | More than 60 | 4% |
| Halifax | 8 | 17 | | | Social class | A | 6% |
| Niagara | 6 | 8 | | | B | 48% |
| London | 5 | 4 | | | C1 | 33% |
| Ottawa | 17 | 66 | | | C2 | 10% |
| St Johns | 8 | 32 | | | D | 3% |
| Moncton | 4 | 15 | | | Vegetarian | Yes | 36% (5% vegan) |
| Trois-Rivires | 4 | 25 | | | No | 60% |
| | | | | | Other response | 4% |
| | | | | | Reason for buying | Like the taste | 35% |
| | | | | | For fibre content | 17% |
| | | | | | Never tried before | 11% |
| | | | | | Help diet | 8% |
| | | | | | Other response | 29% |
| | | | | | Regular buyer of bar | Yes | 32% |
| | | | | | No | 31% |
| | | | | | Other response | 37% |
CASE STUDY Natural Wholemeal Biscuits Natural Wholemeal Biscuits (NWB) make a range of foods that they sell to health food shops around eastern Canada. They divide the country into 13 geographical regions based around major cities. The table shows the number of shops stock- ing their goods and annual sales in each region. Female Male Less than 20 20 to 30 30 to 40 40 to 60 More than 60 64% 3696 16% 4396 2896 9% 4% 6% Sales Social class ($'000) Region Shops C1 C2 33% 10% Toronto Montreal Hamilton Sudbury Windsor Quebec Halifax Niagara London Ottawa St John's Moncton Trois-Rivires 94 18 240 3% 36% (5% vegan) 24 Vegetarian 18 23 35 Reason for 17 buying Yes No Other response Like the taste For fibre content Never tried before Help diet Other response 4% 35% 17% 1196 8% 29% 32% 31% 31% 5 17 32 Regular buyer Yes of bar No 4 4 25 Other response NWB are about to introduce a Vegan Veggie Bar' that is made from a combination of nuts, seeds and dried fruit, and is guaranteed to contain no animal products. The company wants to find likely sales of the new bar and is considering a market survey. They already sell 300,000 similar bars a year at an average price of $1.80, and with an average contribution to profit of 36 cents. An initial survey of 120 customers in three shops gave the following characteristics of customers for these bars. The company wants as much information as possible, but must limit costs to reasonable levels. Experience suggests that it costs $24 to interview a customer personally, while a postal or telephone survey costs $8 per response. The management information group at NWB can analyse the data relatively cheaply, but management time for reviews and discussion is expensive. Questions How can NWB collect data on potential sales of its Vegan Veggie Bar? What secondary data is available? What primary data do they need, and how should they collect it? Design a plan for NWB's data collection includ ing timing, costs and assumptions. CASE STUDY Natural Wholemeal Biscuits Natural Wholemeal Biscuits (NWB) make a range of foods that they sell to health food shops around eastern Canada. They divide the country into 13 geographical regions based around major cities. The table shows the number of shops stock- ing their goods and annual sales in each region. Female Male Less than 20 20 to 30 30 to 40 40 to 60 More than 60 64% 3696 16% 4396 2896 9% 4% 6% Sales Social class ($'000) Region Shops C1 C2 33% 10% Toronto Montreal Hamilton Sudbury Windsor Quebec Halifax Niagara London Ottawa St John's Moncton Trois-Rivires 94 18 240 3% 36% (5% vegan) 24 Vegetarian 18 23 35 Reason for 17 buying Yes No Other response Like the taste For fibre content Never tried before Help diet Other response 4% 35% 17% 1196 8% 29% 32% 31% 31% 5 17 32 Regular buyer Yes of bar No 4 4 25 Other response NWB are about to introduce a Vegan Veggie Bar' that is made from a combination of nuts, seeds and dried fruit, and is guaranteed to contain no animal products. The company wants to find likely sales of the new bar and is considering a market survey. They already sell 300,000 similar bars a year at an average price of $1.80, and with an average contribution to profit of 36 cents. An initial survey of 120 customers in three shops gave the following characteristics of customers for these bars. The company wants as much information as possible, but must limit costs to reasonable levels. Experience suggests that it costs $24 to interview a customer personally, while a postal or telephone survey costs $8 per response. The management information group at NWB can analyse the data relatively cheaply, but management time for reviews and discussion is expensive. Questions How can NWB collect data on potential sales of its Vegan Veggie Bar? What secondary data is available? What primary data do they need, and how should they collect it? Design a plan for NWB's data collection includ ing timing, costs and assumptions
