To complete this assignment, use the Honeymoon Destinations case study that you read in the studies in this unit, the Honeymoon Destinations Codebook document, and the Honeymoon Destinations Codebook Errata document provided in the Resources. Note that there are three discrepancies between the data in the case codebook from the reading and the data in the Honeymoon Destinations Codebook document. These exceptions are outlined in the Honeymoon Destinations Errata document. Use the data in the Excel file provided in the Resources to complete this assignment.
Todd Bobzien and Clayton Rose have engaged you to analyze data gathered via their direct-mail survey. The responses of the 91 people who returned the survey are represented in the 54 variables in the Honeymoon Destinations Codebook document. (Refer to the data codebook in the “Honeymoon Destinations” reading in this unit’s studies for an explanation of what each of the variables appearing in the spreadsheet represents.)
Todd and Clayton would like you to investigate the following:
In the beginning, they need to focus their marketing and distribution to as few channels as possible, and they want to know what the very best channels would be, based on what the data suggests.
Clayton believes that the individuals in their target group (those with higher incomes) would be willing to spend at least fifteen dollars on a video, and he wants you to test that hypothesis.
Todd is less interested in testing a hypothesis than he is in developing an estimate for what people would be willing to pay. He would like 95 percent confidence intervals for the average price people would be willing to pay: one for the higher-income group, one for the lower-income group.
Analyze the 91 survey responses to provide answers to Todd’s and Clayton’s three questions. Write a management report that contains your findings and recommendations. Complete your report in a Word document, copying in whatever Excel output and graphics you need to support your report. This output needs to be placed within the text and must be legible and suitable for inclusion in a management report. Refer to the scoring guide prior to submission to ensure you meet all evaluation criteria.