MKT371: Recode Q2 variable: “How likely are you to recommend your primary provider to someone you know?: Customer Insights and Analytics Assignment, SUSS

Section A (100 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.

Please read the case study “Case 4.1: JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions” on pp. 781–786 in the e-textbook. Assume that you are a data analyst for JPMorgan Chase and have been tasked with analysing the survey data.

Instead of stating the general statistical conclusions, it is important that you examine the variables defined in the case study, generate and interpret the JMP results, and make recommendations to JPMorgan Chase.

Question 1
Refer to the accompanying JMP file to answer the following questions. Include relevant JMP outputs in your response to the questions.

Question 1a
Recode Q2 variable: “How likely are you to recommend your primary provider to someone you know?” into a different variable, “Q2_Recoded,” in the following manner:

• Merging “Very Unlikely” and “Somewhat Unlikely” into “No” represented by
value “1”.
• Renaming “Somewhat Likely” into “Maybe” represented by value “2”.
• Merging “Very likely” and “Extremely Likely” into “Yes” represented by value “3”.

Set Q2_Recoded as a nominal variable to suit further analysis. Show and discuss the distribution of consumers’ intention to recommend their primary finance provider using Q2_recoded with a Frequency Distribution Table and a relevant graph. (4 marks)

Question 1b
Do the three groups in Q2_Recoded (No, Maybe, Yes) differ in terms of the following five importance ratings: Q1_a, Q1_b, Q1_c, Q1_e, and Q1_i? Examine whether the three groups of consumers can be derived from the five importance rating variables using a multiple discriminant analysis.
You must assemble and discuss relevant JMP outputs comprehensively.

Note. In JMP Discriminant Analysis, tick ‘Stepwise Variable Selection’ with ‘Linear Common Variance Method’ to do a preliminary analysis, click ‘Enter All Variables’ and then ‘Apply this Model’ for a full analysis. (24 marks)

Question 1c
Recommend two (2) appropriate actions for JPMorgan Chase management based on Question 1 Part (b) findings.

Question 2
Refer to the accompanying JMP file to answer the following questions. Include relevant JMP outputs in your response to the questions.

Question 2a
The survey requested consumers to rate their primary financial providers’ performances in eight (8) different areas, namely Q6_c, Q6_d, Q6_f to Q6_j, and Q6_l. However, these areas are too tedious for JPMorgan Chase management to identify customers’ main criteria.

Solve this problem by running a factor analysis using principal components extraction with varimax rotation on the eight performance measures and determine any underlying factors inherent in the data.

You must do the following and print all the relevant statistics and JMP outputs:
1. Demonstrate the appropriateness of using Factor Analysis by Bartlett’s Test of Sphericity.

2. Decide the number of factors to be extracted based on Eigenvalues, Cumulative Percentage and Scree Plot methods.

3. Appraise the dominant variables in each factor and the variance each factor accounts for.

4. Interpret the factors.

5. Save the factor scores (i.e., the rotated component scores). Calculate and
comment on the association between the factors. (23 marks)

Question 2b
JPMorgan Chase management would like to understand if consumers’ likelihood of continuing with the same financial provider (i.e., Q3, metric data) can be explained simultaneously by the factors extracted in Question 3 Part (a). Employ a multiple regression analysis with Q3 as the dependent variable and the saved factor scores as the independent variables and interpret the results.

You must assemble and analyse relevant JMP outputs comprehensively.

Question 2c
Propose two (2) strategies for JPMorgan Chase management to retain its customers based on your findings in Question 2 Parts (a) & (b). (10 marks)

Question 3
Demonstrate Quality of Writing and Presentation in your submission: The remaining ten (10) marks are allocated to the writing and presentation of your answers, which includes professional presentation of the JMP outputs, formatting and layout of the report, citations (if any), grammar, logical flow of discussion, effective use of headings/sub-headings, and clarity and conciseness of writing. Refer to the rubrics on the next page.

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