As a data analyst team for TiVo, your task is to propose new segmentation criteria and select the most promising segment
As a data analyst team for TiVo, your task is to propose new segmentation criteria and select the most promising segment to help the company be more successful in the market.
To complete the task, you would need to:
1._ read the case carefully_ 2._ use the .xls solution template to run all assigned tasks and tests_ 3._ prepare a brief report based on your analysis of descriptive and inferential statistics from the data set_ 4._ propose the new segmentation criteria and justify your segmentation decision_
You need to ensure that your report is comprehensive enough to explain to TiVo managers what your results mean, how to interpret them, and which strategic decisions should be taken.
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During your Forum and F2F classes, you will be exposed to data pivoting, the use of descriptive analytics, and statistical testing (like t-tests, ANOVA, correlation and regression) – you will use these to draw your conclusions when writing the report. While the essence of your thought process will be enclosed in the report, in addition to it, a comprehensive and structured .xls template table will follow as an appendix (submit it as a link to an editable cloud resource, i.e. Google Drive).
As you start preparing your analysis, think initially about the value TiVo provides to its customers and how you might best measure that. Think about the following:
- Does the study presented in the case do a good job of evaluating consumer attitudes?
- What are the strengths and weaknesses of the present approach?
- Would you have done anything differently in the market research project? If so, what would you have done, and what would you expect to find?
- Why would you want to segment your market in the first place; what is the best way to do so?
- How do the different kinds of research you might do relate to each other?
- What was your rationale for choosing the segments you chose, and how do you think TiVo can approach those segments/customers?
Initially, you must turn in your answers and calculations for questions 1-8. However, remember that your final submission will be a report with an appendix, entailing a completed Microsoft Excel file; therefore, make sure to download the MS Office package and Analytical tools using ZU IT guidelines (https://qrco.de/bfMPKm).
As business majors, your communication skills are crucial — we want you to write well and expect that your work is clear, concise, and not only proofread but iterated with multiple drafts. Therefore, the same rules related to text formatting from Assignment 1 apply here, too.
Hint: If you are unfamiliar with wrangling data, pivot tables will be your friend. You may want to check out chapter 1 of “Marketing Analytics: Data-driven techniques with Excel”, which is available via the Zayed Library. We will use this in our F2F sessions too.
Learning Outcomes Added
- CustomerCentricity: Identify customer needs and explain how their fulfillment leads to better business.
- ConsumerBehavior: Design studies and evaluate research in consumer behavior.
- MarketAnalytics: Utilize analytical techniques and apply statistical analyses to market research questions.
- ResearchStrategy: Assess the role of market research and consumer psychology in decision-making and strategy formation.
- ProfessionalWorkProduct: Follows the established guidelines for the task and academic conventions in writing and presentations.
Requirements: 1500
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