Case Analysis and Report

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:

1. 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.

2. 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 47 51.6

Lower Income 44 48.4

Total 91 100.0

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 69 12.34

Bahamas 68 12.16

Hawaii 62 11.09

Mexico 62 11.09

Virgin Islands 57 10.20

Alaska 39 6.98

Europe 39 6.98

Poconos 38 6.80

California 34 6.08

Jamaica 33 5.90

Cruises 32 5.72

Florida 26 4.65

Total 100.00

*With multiple responses

The top five destinations confirmed by higher income group are:

Bermuda (12.34%), Bahamas (12.16%), Hawaii (11.09%), Mexico (11.09%), and Virgin Islands (10.20%).

*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

1 11 23.4

2 5 10.6

3 6 12.8

4 8 17.0

5 10 21.3

6 7 14.9

Total 47 100.0

V25 Climate

Frequency Percent

3 1 2.1

4 17 36.2

5 16 34.0

6 5 10.6

7 8 17.0

Total 47 100.0

V26 Accessibility

Frequency Percent

1 11 23.4

2 6 12.8

3 7 14.9

4 4 8.5

5 7 14.9

6 8 17.0

7 4 8.5

Total 47 100.0

V27 Travel Costs

Frequency Percent

1 7 14.9

2 6 12.8

3 10 21.3

4 6 12.8

5 7 14.9

6 7 14.9

7 4 8.5

Total 47 100.0

V28 Outdoor Activities

Frequency Percent

1 10 21.3

2 11 23.4

3 3 6.4

4 7 14.9