Market Analysis Through Spss

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2. Analysis of Part-worth of factors (Importance of factors)

2.1 Box plot of part-worth of all factors by Sex, Age group, Income level

Boxplot of part-worth of all factors by Sex

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For male, “lowest price for delivery” is the most important factor, followed by “number of serving”, “ordering methods” and “speed of delivery”.

For female, “lowest price for delivery” also is the highest factor importance, followed by “number of serving” and “ordering methods”. The least important factor is “speed of delivery”.

Boxplot of part-worth of all factors by Income level

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For lower income level (

For higher income level (>$15000), the highest important factor is lowest price for delivery and the lowest important factor is speed of delivery too.

Boxplot of part-worth of all factors by age group

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For age group (18-35), the highest important factor is lowest price for delivery and the lowest important factor is speed of delivery.

For age group (36 or above), the highest important factor is lowest price for delivery and the lowest important factor is speed of delivery.

2.2 Cross- tabulation of factor importance by factors

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“Lowest price of delivery” has the highest factor importance, followed by “ordering methods”.

The “speed of delivery” has the lowest factor importance.

On the whole, “lowest price of delivery” is the most important factor based on the number of respondents.

2.3 Scatter plots for all factors by sex, income level and age group

Scatter plots for all factors by sex

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For 4.0 – “speed of delivery”, male ad female have a similar preference on it.

For 1.0, 2.0, 3.0, they are “lowest price for delivery”, “ordering methods” and “number of serving” , female has more preference than male

Scatter plots for all factors by age group

[pic 60][pic 59]

For 4.0 – “speed of delivery”, male and female have a similar preference on it.

For 1.0, 2.0, 3.0. They are “lowest price for delivery”, “ordering methods” and “number of serving” , female has more preference than male

Scatter plots for all factors by income level

[pic 62][pic 61]

For 4.0 – “speed of delivery”, male and female have a similar preference on it.

For 1.0, 2.0, 3.0. They are “lowest price for delivery”, “ordering methods” and “number of serving” , female has more preference than male

Reflection

Name: Sit Man Lok Student number: 40186853

I did many assignments and reports in this course and find that market analysis is a practical subject. Although not many theories have learned, the experience is very useful. Before this course, I only know Excel can analyzing data. Now I learned how to apply big data into SPSS program. Data mining and conjoint analysis are two topics that I have interest on it. Using SPSS, some graphs and figure can be showed such as box plot, scatter plots, cross-tabulation, etc. All these graphs are clearly to show the trend and distribution of data, it helps student to make an accurate conclusion. The step of using SPSS is complex in the beginning but practice make perfect but the tutor was teaching us step by step and carefully. I think SPSS is useful for workplace in the future; we have to analyze customer or product information and draw right completion to make decision.

Beside the technical side of SPSS, I have learned research skill too. In the following years, I may need to do other paper so searching skill and integrated skills are important. The second assignment of marketing analysis, student has to answer the advantage and disadvantage of data mining. There are some descriptions in text book but not enough so I have to find it through internet. The information is board; I need see each website one by one and integrate the point. Also, find a suitable example to suit the case is a challenge for me. Another skill- presentation skill is also significant for the future. People usually need to do presentation to share their idea in workplace. The project presentation helps student to emphasis the main point and idea to listener. It also helps us to create confident because presentation need to face audiences and speak steady.

After these few months, I think market analysis is a great subject to take. It is very practical and useful for student in the future. I really interest in market analysis because it is the first step of a business. The information about the market is the most important process to operate a business so I hope I can do the job related to market analysis in the future.