Descriptive Analysis Project. Data Analytics and Business Modeling.

Descriptive Analysis Project / BI 352 - Data Analytics and Business Modeling
Descriptive Analysis Project
BI 352 - Data Analytics and Business Modeling
Due at the end of Week 3
Assignment: Young Professional magazine was developed for a target audience of recent college graduates who are in their first 10 years in a business/professional career. The publisher is interested in expanding the magazine’s advertising base. Potential advertisers ask about the demographics and interests of subscribers to Young Professional. To collect this information, the magazine commissioned a survey to develop a profile of its subscribers.
You have been asked to help analyze the survey results. Your task is to prepare a managerial report summarizing the results of the survey. In additional to statistical information, discuss how the magazine might use these results to attract advertisers. You should also bring in outside information that is relevant to the situation and use it to enhance your analysis.
Here are the questions on the survey:
1. What is your race? (1-5)
2. What is your age?
3. Are you Male or Female?
4. Do you plan to make any real estate purchases in the next two years? (Yes/No)
5. What is the approximate total value of your financial investments, exclusive of your home, owned by you or members of your household?
6. How many stock/bond/mutual fund transactions have you made in the past year?
7. Do you have broadband internet access at home? (Yes/No)
8. What was your total household income last year?
9. Do you have children? (Yes/No)
Deliverables: Excel spreadsheet (48 points) and a one-page executive summary (48 points)
This assignment is worth a total of 96 points, which is 20% of the final course grade.
Excel Spreadsheet:
• Professional presentation
• Descriptive statistics applied appropriately
• Creative use of statistical concepts
Executive Summary:
• Professional voice
• Free of grammatical/spelling errors and typos
• No more than one page
• Succinct and to the point
• Free of technical jargon
• Correct interpretation of statistical concepts
• Focused on what the data means for the business
• Incorporates outside information that enhances the analysis
 
Excel Spreadsheet – Grading Rubric
Category Excelling Performing Developing Needs Improvement
Professional Presentation Presentation consistently enhances understanding of the information. All data and graphs are labeled and legible, calculations and unnecessary information is hidden Presentation generally enhances understanding of the information. All data and graphs are labeled and legible, calculations and unnecessary information is hidden Presentation sometimes enhances understanding of the information. Some labels may be missing or unclear, unnecessary information may be visible Presentation distracts from understanding the information.
Appropriate use of Descriptive Statistics Demonstrates thorough understanding of key concepts Demonstrates mostly appropriate understanding of key concepts Demonstrates some understanding of key concepts Demonstrates mostly inappropriate understanding of key concepts
Creative Application of Statistical Concepts Creativity is employed throughout the project without detracting from the correct application of key concepts Creatively and correctly applies statistical concepts in more than one instance Creatively and correctly applies statistical concepts in at least one instance Creativity is not demonstrated or the creative approach detracts from a correct application of statistical concepts
Executive Summary – Grading Rubric
Category Excelling Performing Developing Needs Improvement
Professional Presentation The summary meets all expectations, is written in a professional voice and is free of grammatical/spelling errors and typos. The summary meets almost all expectations, is written in a professional voice and there are few grammatical/spelling errors or typos. The summary meets some expectations, and/or there are some grammatical/spelling errors or typos, and/or the narrative is not consistently professional. The summary meets few expectations and/or there are many grammatical/spelling errors or typos, and/or the narrative is not written in a professional voice.
Interpretation of Statistical Concepts Statistical concepts are interpreted correctly throughout the summary. Interpretation of statistical concepts is mostly correct – there are minor errors. There are one or more significant errors in the interpretation of statistical concepts. Interpretation of statistical concepts is mostly incorrect.
Application to Business Context The information is correctly and completely discussed within the business context. Outside information is interwoven appropriately and enhances the analysis. The information is correctly discussed within the business context. Outside information is interwoven appropriately. The application to the business context is somewhat appropriate, and/or outside information is not included in the discussion. The information is not discussed within the business context, or the discussion is not appropriate to the data.