Country : India
Assignment Task

 

Checklist Conducting Introduction to Marketing Analytics

1. Import data in R Studio Cloud

2. Check primary scales (class) of imported variables – change class if necessary

3. Sample description (descriptive analysis, building charts using demographic variables)

4. Measurement assessment of attitudinal variable

a. Calculate Cronbach’s Alpha (overall CA score >.6 recommended)

b. Run exploratory factor analysis (factor loadings >.5 recommended)

c. Delete items if they don’t meet requirements

d. Create a table summarising the results (CA and EFA)

5. Calculate aggregate score of attitudinal variable

6. Run 5 regression models and test hypotheses (discussed and stated in the literature review section) à do not forget the aims of the report (drivers of clv, outcomes of customer satisfaction)!

a. one mediator analysis

b. include at least one regression with an attitudinal variable

7. Write Conclusions

 

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  • Uploaded By : Brett
  • Posted on : July 10th, 2019

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