The management would like to understand the factors influencing customers

INSTRUCTIONS TO CANDIDATES

ANSWER ALL QUESTIONS

(Full marks: 100)

Section A (65 marks)

Answer all questions in this section.

The objective of this ECA is for students to apply knowledge and skills learnt in MKT371.

You must interpret the results and make sense of the data. The results could be used to explain some of the issues that were identified.

Students shall note that:

Reproducing the course materials without relating to the ECA case will be given low or no mark.

ECA questions need not be shown in the report.

JMP 16 must be used to produce and analyse relevant results.

Please read Case 3.1: AT&T Wireless: Ma Bell Becomes Ma Again on pp. 762-765 in the textbook. Assume that you are a data analyst for AT&T who has been tasked with analysing the survey data. Refer to the accompanying JMP file to answer the following questions.

Question la

The management would like to understand the factors influencing customers' evaluation of AT&T's calling plans. Employ a regression analysis with Q7F (Has calling plans that meet your needs) as the dependent variable and all the other items in Q7 (i.e., Q7A to Q7E, and Q7G to Q7K) as the independent variables and interpret the results.

Question 1b

(20 marks)

Formulate recommendations for the management to increase the competitiveness of AT&T's calling plans based on the findings.

(5 marks)

Question 2a

Do ex-customers and current customers (Q3) differ in terms of the evaluations of AT&T on all of the attributes (Q7A through Q7K) when these variables are considered simultaneously? Use a two-group discriminant analysis and logistic regression to determine if there are differences between ex-customers and current customers and compare the results.

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