Essay Star Network Planning to buy Sponsorship Rights for IPL – Report Writing Management Assignment Help

Assignment Task:

Question 1: 
Star Network planning to buy sponsorship rights for IPL 2021 and Pro Kabaddi 2021. Marketing research team at Star Networks collected preference score for IPL and Pro Kabaddi from randomly selected adults in Delhi and Mumbai. Each respondent gave his preference score for IPL and Pro Kabbadi. (5 Marks)

A. Star network wants to know if people have higher preference score for IPL than pro-kabaddi, which t-test would be useful for this objective? Please provide your answer with explanation.
B. Star networks wants to know if people in Delhi have preference for Pro Kabaddi than residents of Mumbai, which t-test would be useful for this context? Please provide your answer with explanation.

Question 2.

Which of the following statements is/are true about cluster analysis and conjoint analysis? (5 marks)
• Stress is statistic used to evaluate separation of clusters 
• Clusters must have low cohesion and low separation 
• Conjoint analysis relies on parts-worth utilities to derive variable importance 
• Agglomerative clustering is a variation of k-mean clustering.

Question 3:

In a study of the relationship between household behavior and shopping behavior, data on the following lifestyle statements were obtained on a 7-point scale (1 _ disagree, 7 _ agree):

V1 I would rather spend a quiet evening at home than go out to a party.
V2 I always check prices, even on small items.
V3 Magazines are more interesting than movies.
V4 I would not buy products advertised on billboards.
V5 I am a homebody.
V6 I save and cash coupons.
V7 Companies waste a lot of money advertising.

The data obtained from a pretest sample of 25 respondents are given in the Shopping_Behaviour.sav file. 
A. Analyze this data using principal axis factoring analysis, using the varimax rotation procedure.
B. Interpret the factors extracted. (Hint: If a variable is loaded on more than two factors in rotated component matrix, then attach variable to the factor for which it has the highest absolute value of factor loading)

Example: V1 has -0.34 loading on factor 1 and 0.78 loading on factor 2. Then we will attach V1 to factor 2 as it has the highest absolute value of factor loading i.e. 0.78 on factor 2. We will say the V1 is related to factor 2.