DATA ANALYSIS IN MARKETING

Group – 12 Krishna Phriya M (PGP30085)Anand Kumar T (PGP30124)Vivek Gupta (PGP30180)Tijo L Peter (PGP30400)Timsi Gupta (PGP30401)

Research Topic : To find the factors influencing the choice of a student while choosing electives for PGP II

ID Item1 Token Dispenser2 Token Board3 Stock Display4 PC & Printer5 Delivery TV6 Bill Counter7 Delivery Counter8 Queue Barrier

Legend

Following is the program and the results obtained.

SAS Program

Suicide Rate Frequency Table

                                                          

Employ Rate Frequency Table

                                                     

Female Employ Rate Frequency Table

Based on the analysis done, over 90% of the countries have a suicide rate below 1700000 people per year. Maximum suicide rate is found to be 3600000 people per year. This shows the top 10 percentile of the countries face huge increase in suicide rate compared to others.The suicide rate can be analysed along with employment rate get a better picture. The bottom 10 percentile of the countries have an employment rate below 45%. This shows that the huge increase in suicide rates may be linked with the low employment rate.Pushing the study furthermore, we can analyse the female employment rate to understand how it is linked with suicide rate. Almost 60 percentage of the countries have female employ rate below 50%. That is, overall employment rate may be better choice to relate with the suicide rate of the countries.

PROJECT OUTLINE

15 in-depth interviewsStrauss and Corbin – open codingSurvey

Factor Analysis Discriminant Analysis Results

In-Depth Interviews

1. Which specialization?2. What made you to specialize

in that?3. On what basis have you

selected your electives in that specialization and non-specialization subjects?

4. Laddering Technique

Questions

1. Friends2. Popularity of the course3. Term in which the elective is available4. Leniency of Profs during lectures5. Leniency of Profs in grading6. Effective delivery of course content by prof 7. Work load of the course8. Placement perspective9. To complete specialization10. Bid score of the course11. Seniors’ input12. Work Ex13. Educational Background 14. Opportunities of learning in the course

Strauss and Corbin –Open Coding

15 in-depth interview responses

• 156 responses from PGPII• 56 for Marketing • 51 for Finance• 33 for Systems• 32 for Operations • 6 for HR • 7 for strategy

Survey was floated to validate these identified

factors

Factor Analysis

Factor Analysis

Factor Analysis

Discriminant Analysis

Assumptions Test Performed

IV normally distributed Normality test

IV is linearly related Linear regression

Equal variances within the group Equality test of covariance matrix – Log determinants

Low multi-collinearity among variables Correlation matrix

Discriminant Analysis

Discriminant Analysis

Eg,For Function 1, Specialisation = -.320 Profs + .438 Background + -.171 WOM + .459 Placement + .127 Socialization – 1.948

Putting sample data from Marketing sample, (4.67 ,1, 5.5 ,6 ,4.67 ).The value is - 0.59717, which is more close to the centroid values of Specialization 1 which is Marketing.Similarly doing this for all data points SPSS generated the following result.

Discriminant Analysis

CONCLUSION

Thank You