MKT355: Dell USA conducted a survey on purchasers of Dell PCs and notebooks to understand their satisfaction and Probabilities: Multivariate Analysis Assignment, SUSS, Singapore

Introduction
Please read the case study “Case 1.1: Dell Direct” thoroughly on pages 806-811 of the textbook. Dell USA conducted a survey on purchasers of Dell PCs and notebooks to understand their satisfaction and probabilities of repeat buying of Dell’s products.

You are required to produce a report which addresses the questions in this TMA. It is important that you relate multivariate analysis to Dell’s situation and the nature of the variables. You need to generate and interpret the JMP outputs and make recommendations to Dell’s management

Question 1
Suppose the data (known as raw data hereafter) collected for Q4 and Q5 include missing responses (less than 10% of total cases). The raw data needs to be treated before it is suitable for data analysis. Discuss one suitable option to treat the raw data for Q4 and Q5.

Question 2
You are given a TMA data file for Case 1.1 in the textbook. Read the case on the definitions of the data fields.
(a) Create more concise categorizations of the following variables.

i. Recode q6: “If you could make your computer purchase decision again, how likely would you be to choose Dell? into a new column by keeping “1”, “2” as they are, and merging “3” & “4” as “3”. Rename the new column as “q6_Recoded”.

ii. Recode q9_5per: “If the price of the Dell computer system you purchase had been 5% higher, and all other personal computer price had been the same, how likely would you have been to have purchased your Dell computer system?” into a new column by merging “1” & “2” as “1”, rename “3” as “2”, and merging “4” & “5” as “3”. Rename the new column as “q9_5per_Recoded”. You must change the two recoded variables and q4’s Data Type to Character, and Modeling Type to Nominal under Column Info to suit the analysis later.

Present the recorded variables’ Frequency Distribution Table. Comment on the distributions.

Note: You are not required to show the lists of recoded data.

(b) Examine the relationships between the variables by a two-way cross-tabulation for q9_5per_Recoded as Y, and q6_Recoded as X. Present the relevant JMP outputs, including Mosaic Plot. Observe and interpret the data trend in each category.

(c) Compute a three-way cross-tabulation for the same variables in Q2(b) with Q4 introduced as the grouping variable. Present your results for the cross-tabulation tables and compare the results for the very satisfied customers (Q4=1) with those from the two-way cross-tabulation. Finally, make recommendations to Dell’s management.