Case Analysis and Report
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Case Analysis and Report
Data Analysis for Business Decisions
November 11, 2012
Abstract
In this assignment I will use the Honeymoon Destination case to integrate data analyses into general business management planning and decision-making. This analysis will show managers Todd and Clayton the very best marketing and distribution channels based on the data researched. This data will be based upon three discrepancies between the data in the case codebook and data in the Honeymoon Destinations Codebook document. Lastly, I will communicate my findings and recommendations of the 91 survey responses within the management report.
Case Analysis and Report
Todd Bobzien and Clayton have engaged you to analyze data gathered via their direct-mail survey. The responses of the 91 people who returned the survey are represented in the 54 variables in the Honeymoon Destinations reading for an explanation of what each of the variables appearing in the spreadsheet represents. Bobzien and Rose have some ideas that they would like you to investigate:
They believe that people with higher incomes would be more likely both to be interested in a video about potential honeymoon destinations, and to be willing to pay more for such videos. They want you to determine what the data indicate about this. The data that indicates this are Variable 43 (interested in a video about potential honeymoon), Variable 53 (Up to how much would you be willing to pay to t purchase this video? And Variable 55 Income type.
They also believe that individuals with higher incomes (in the top half of annual income levels nationwide) have different interests than those with lower incomes, and they would like to target those with higher incomes.
Bobzien and Rose want you to determine what attributes of a video would interest that higher-income group; specifically:
Note: The median income was computed at $64,000. Those income $64,000 and above were classified as Higher income. Those below $64,000 were classified as Low Income.
To answer the questions, only those belonging to income level of $64,000 and above were selected.
Income Type
Income Category
Frequency
Percent
Higher Income
Lower Income
Total
100.0
In the succeeding tables, only those with higher income will be used in the computation. The higher income group comprises 47 or 51.6% of the entire respondents (Elliot, 2012).
*Which destinations interest them most?
Table 1. Preferred Destination by Higher Income Group
Destination
Frequency*
Percentage
Bermuda
12.34
Bahamas
12.16
Hawaii
11.09
Mexico
11.09
Virgin Islands
10.20
Alaska
Europe
Poconos
California
Jamaica
Cruises
Florida
Total
100.00
*With multiple responses
The top five destinations confirmed by higher income group are:
*What characteristics of resorts interest them most?
In this case, you can use variables 24 to 42
Importance of deciding on the destination for your honeymoon. 7 point scale 1= not important, 7=extremely important
V24 Natural Scenery
Frequency
Percent
Total
100.0
V25 Climate
Frequency
Percent
Total
100.0
V26 Accessibility
Frequency
Percent
Total
100.0
V27 Travel Costs
Frequency
Percent
Total
100.0
V28 Outdoor Activities
Frequency
Percent