Assignment - Smart Phone Usage

Background:

The assignment requires you to analyse a given data set, interpret and draw conclusions from your analysis, and then convey your conclusions in a written email.

Scenario:

You are Terry Hurst, an analyst for BI Intelligence. BI Intelligence is the Business Insider's paid research service. Business Insider is the world's fastest-growing business news website and its articles include the latest technology, money and market news. BI Intelligence produces a number of reports on key digital areas, including the mobile industry. Information from those reports is then subsequently published on the Business Insider's website by their respective writers.

Rami Chowdy, a tech journalist at Business Insider, wants to publish an article on the current smart mobile phone usage in Australia. This is in light of Australia being ranked 2nd in the world behind Singapore for smart phone usage. Businesses, including telcos, find this information useful and subsequently use it to improve their own operations, marketing strategies etc for the digital age. Rami's article will be wide ranging and include commentary on the user's expenditure, usage patterns, satisfaction levels and demographics. Rami has asked you to conduct the market research.

You subsequently take a random sample of 150 smart phone users in Australia and survey them on their usage, as well as other related data.

Rami's specific analysis requirements are outlined in his email, which is reproduced on the next page

Email from Rami Chowdy

To: Terry Hurst
From: Rami Chowdy

Subject: Analysis of Smart Phone usage

Dear Terry,

Regarding the data you recently collected on smart phone usage, can you please provide me with the answers to the following questions? Your responses will assist me in writing my up-coming article.

1. Can you provide an overall summary of consumers' last month smart phone costs?

2. I am interested in how smart phone costs relate to the life style factors for the Achievers, the Independents and the Suburban Splendour groups. That is, does there appear to be any relationship between the monthly smart phone cost and these life style groups?

3. I am also interested to find out whether gender has any effect on smart phone costs.

4. I have heard that most smart phone users tend to use their phone to download entertainment content. Can you provide a summary of the most frequently download entertainment content?

5. I wish to write about current consumer sentiment regarding their mobile provider. I'd like to develop an understanding of the level of contentment consumers have with their provider. Can you tell me:

a. How satisfied consumers are with their current smart phone provider?
b. Can you also provide a comparison of the satisfaction levels of both male and female consumers?

6. Finally, I am interested in whether any of these three factors influence monthly smart phone cost: a. Data b. SMS or c. Number of visits to social networking site. If so, can you also indicate which factor is the most important? A summary on this would be appreciated.

I look forward to your response.

Sincerely

Rami Chowdy

The assignment consists of two parts:

Part 1: Data Analysis

In order to prepare a reply to Rami Chowdy's email, you will need to examine and analyse the database, Mobile_Phone.xlsx, thoroughly.

When conducting the analysis, you will apply techniques from descriptive statistics (Topics 1- 4), and hence will use various tables, graphs and summary measures. Sometimes we refer to this type of analysis as ‘exploratory data analysis'. When exploring data using tables, graphs and summary measures, we often produce more results than we eventually use in our report, but by investigating the data from a number of angles, we can develop a much better ‘feel' for the data: a deeper understanding of the data.

Part 2: Email

You are required to reply to Rami by email, detailing essential information and conclusions from your data analysis. You are allowed no more than two pages to convey your written conclusions. Keep the English simple and the explanations succinct. Avoid the use of technical statistical jargon. Your reader (Rami) will not necessarily understand even simple statistical terms, thus your task is to convert your analysis into plain, understandable language.

Attachment:- Assignment.rar