YOUR ANSWERS MUST BE SUBMITTED AT THE END OF

THE ALLOCATED TIME

CRANFIELD UNIVERSITY

Exam

SCHOOL OF MANAGEMENT
MSc Strategic Marketing

Big Data, Insight & Analytics (BIA)

Friday 4th June 2020: 10.00 start (3 hrs and 15 minutes)

Open Book Time Compressed Assessment

INSTRUCTIONS TO CANDIDATES:

• You will be provided with a case and dataset and have to answer questions based
on an analysis of this dataset.
• Part 2 must only be submitted as a Word document with all data analysis done
through JMP included in the document.
• Please note, Excel, PDF, pictures, and hand-written notes will not be allowed as a
submission.
• You have 15 minutes after the writing time to compile and submit your work, so
please ensure you submit before the deadline. If compiling your work takes longer
than you thought it would and you submit even a second after the deadline, your
work for part 2 will be capped at 50% due to late submission.
• Do not submit a series of photos/scans, only one Word document should be
submitted, containing all information. DO NOT write your name anywhere in your
submitted document including the name of the file. There MUST BE NO
identification information except your student number. Use of Excel is not allowed.

EXAM MATERIALS:

This paper is provided with a dataset (Dataset-A.JMP).

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PART 2

In part 2, you have to respond to different questions based on your analysis of a

You must write this report in a Word document and you are required to conduct your
analysis using JMP Pro. Make sure that you include output from JMP in your document
so that you can provide a trail of evidence of the analysis that will enable you to
demonstrate your grasp of the subject matter. You should describe the steps you took
in generating the illustrations, either in the main body or as footnotes. Rather than
providing a detailed click-by-click description of the steps, you can provide something
along these lines: “I did a logistic regression with customer retention as the outcome
variable and complaints, international dial plan and contract cost as the predictor
variables. The output is presented in Figure or Table …”

Make sure that you answer the questions in a comprehensive but succinct manner
and ensure that relevant JMP output is in the main text, not in the appendices.

PUT YOUR STUDENT NUMBER ON YOUR REPORT OR YOU WILL BE AWARDED

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Case
Car company Jupiter is interested in selling a relatively new size-based category of
personal transport called microvan. It combines a higher roof than a normal sedan
(family) car with generous seating and storage space. Microvans are less boxy and
large than full minivans, “pick-up trucks” or big SUVs. They are sold at a premium
price.
Jupiter’s current strategy is to advertise the space benefits of a microvan to high
income, suburban moms with large families who take a lot of holidays. However, the
advertising does not seem to be working and therefore the company has
commissioned your firm to carry out market research into potential microvan
customers in order to inform its targeting approach.

The dataset you are provided with is the result of this market research. The dataset
comprises of 400 responses (rows) and 39 variables (columns).
The variables are:
- The number of the respondent (subjnumb)
- Micro van liking,
- Responses to 30 attitudinal questions (from “Kid Transport” to “Car
Accessories”),
- Seven demographic and behavioural questions.
Responses to the micro van liking questions and the attitudinal questions were
measured on a 9-point Likert-type scale1 from “strongly disagree” (1) to “strongly
agree” (9). The remaining variables were measured as indicated in the table below,
which also indicates the attitudinal questions that were asked.

Variable Description
Subjnumb The number of the respondent
Micro Van Liking Overall liking of the concept of a micro van
Kid Transport We need a car that helps transport our kids and their
friends.
MVs are Boxy Current microvans are simply too boxy and large.
Leather seats best Leather seats are dramatically better than cloth.
Big Second Car If we got a second car, it would need to be bigger than a
Needed standard sedan.
Safety Important Auto safety is important to me.

1
For the purposes of the exam, please treat this as a continuous rather than an ordinal variable.

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Buy High End Cars We tend to buy higher-end cars.
Price Reflects Quality Car prices strongly reflect underlying production quality.
Premium Sound A premium sound and entertainment system helps on long
System car trips.
Performance Performance is very important in a car.
Important
Frequent vacation We try to take as many vacations as possible.
No Parking at Home Our current residence doesn’t have a lot of parking room.
Larger House Our home is among the largest in the neighbourhood.
Minor Impact on The environmental impact of automobiles is relatively
Environment minor.
Between Sedan & There needs to be something between a sedan and a
Microvan microvan.
SUV more Compact I like SUVs more than minivans since they’re more
compact.
Next Car is a 2-seater My next car will be a two-seater.
Careful with Money We are careful with money.
Carpool or Public I think everyone should carpool or take public
transportation.
Imported Appliances Most of our appliances are imported.
Like 4-Wheel Drive Four-wheel drive is a very attractive option.
Kids Bulky Items Our kids tend to take a lot of bulky items and toys with
them.
Gas Guzzler OK I will buy what I want even if it is a “gas-guzzler”.
No Family Road Trips We don’t go on road trips with the family.
Stylish Clothes We tend to purchase stylish clothes for the family.
Good Warranty Warranty protection needs to be strong on a new car.
Passion more than Passion for one’s job is more important than pay.
Pay
Double Income Our family would find it hard to subsist on just one income.
No Hummer I am not interested in owning a vehicle like a Hummer.
After School Activities We engage in more after-school activities than most
families.
Car Accessories Accessories really make a car more fun to drive.

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Age Age in years
Income Annual household income in 000s dollars
Miles Total annual amount driven by household members in 000s
Number of Kids Number of children aged 0-18 residing in household
Female 1 = female
0 = male
Educ Education of Respondent:
1 = High School
2 = Some College
3 = Undergraduate Degree
4 = Graduate Degree
Recycle Self-reported recycling behaviour compared to average
where:
1 = much less than average
5 = much more than average

Jupiter’s Head of Marketing has asked you to answer the following questions:
1. Is the market uniform or do different segments exist? If segmentation is
necessary, how should segments be derived, how many are there and what
type of people are in each segment? (worth 50% of the Part 2 marks, i.e. one
third of the total marks)
2. To which type of individuals should Jupiter market its microvans? (worth 50%
of the Part 2 marks, i.e. one third of the total marks)
You must answer these questions based on an analysis of the data you have collected
(i.e. the dataset you have been provided with).
You have been asked to submit a report answering the questions ahead of your
presentation and have been informed that besides the Head of Marketing, the report
will also be shared with Jupiter’s Head of Data Science. The report hence neds to
meet the standards of the technical specialist while being helpful to the generalist that
has to action the insight. You must therefore lay out what analysis you have carried
out and why as well as discussing the outcome in correct technical language for the
Head of Data Science. You must also provide a summary in plain English, free from
technical jargon, so the Head of Marketing can use this to inform Jupiter’s decision-
making.
Your report will be assessed in line with the marking criteria outlined in the exam
briefing document.

End of Time Compressed Assessment

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