Advanced Marketing Analytics Assignment
Question 1
Suppose you are the market analyst of a chocolate company. Your company
owns brand 6 in this category. You have been given a data set of 1,800 shoppers,
which reports for each shopper his/her purchases of a set of brands over one year
(data for question 1). Complete the tasks below.
Calculate the market share, penetration, and purchase frequency
Describe the Double Jeopardy (DJ) pattern. Is there DJ pattern in this
category?
Fit the Dirichlet model to the data and discuss the overall fit of the Dirichlet
model.
What can you tell about consumer buying behavior in this category?
How does your brand perform in this category? Discuss the managerial
implications when looking to grow your brand.
Question 2
Suppose you are the market analyst of a soft drink company. Your soft drink
brand manager has recently looked at the aggregate purchasing data in two periods
and found that there is a decline in the sales to the heavy buyer group, from 384 units
to 308 units (about 20% decline). She is concerned about this as she thinks that if
sales to the heavy buyers keep falling, eventually total sales will also fall since, as she
argues, the heavy buyers are those who contribute most to sales.
As the market analyst you know that there is always some natural variation
from period to period in purchases. Apply the conditional trend analysis to the full
data set (data for question 2). Present your findings to the brand manager. Advise her
if her concerns are supported by your analysis. Discuss the managerial implications of
your findings.
Question 3
Suppose you are the market analyst of a beer company. Your research team
has already conducted a Choice-Based-Conjoint study for three attributes, each has
two levels
Country of origin: Local and imported
Brand age: Younger and older
Price: $5 and $10
Your team needs you to do some analysis (data for question 3). Undertake a
conjoint analysis, completing all the tasks below.
Calculate the partworths for an imported beer, an older brand and for a $5
increase in price. Convert the partworths to dollar values for an imported beer and an
older brand. Interpret the results. Calculate the choice probabilities for all eight
alternatives. Comment on the limitations of this method to estimate market shares.
In the current market, only five alternatives, 2, 4, 6, 7 and 8, are available. Re-
estimate the market shares for these five alternatives. Your company is considering
adding in to this market with one of the remaining alternatives (alternative 1, 3, or 5).
Determine which alternative is the best for your company to add to the market by
calculating the new market shares after the addition of each new alternative.
Comment on the consumer tradeoff among imported beer, older brand, and low price.
Comment on the impact of the new alternative on the existing market shares.
Present your answers as concisely as possible in the form of a Mini-Report
(i.e. no need for an executive summary, introduction or conclusion, etc). The report
should be written in 12-point font with 1.5 line spacing. The maximum length
(including tables and appendices) is 10 pages OR 1,800 words, whichever is reached
first. Front cover page and back reference page are not included within this limitation.
Your assignment will be assessed on (i) answering the assignment questions,
(ii) the clarity of your verbal argument, (iii) the use and integration of the data in your
argument, (iv) the evidence of technical analysis, (v) the use of the principals of data
reduction throughout the report and (vi) correct referencing.
All data sets
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