Case Study
Young Professional magazine was developed for a target
audience of recent college graduates who are in their first 10 years in a
business/professional career. In its two years of publication, the magazine has
been fairly successful. Now the publisher is interested in expanding the
magazine’s advertising base. Potential advertisers continually ask about the
demographics and interests of subscribers to Young Professional. To collect
this information, the magazine commissioned a survey to develop the profile of
its subscribers. The survey results will be used to help the magazine choose
articles of interest and provide advertisers with a profile of subscribers. As
a new employee of the magazine, you have been asked to help analyze the survey
results, found in an Excel File.
Some of the survey questions are as follows:
What is your age?
Are you: Male ____ Female ____
Do you plan to make any real estate purchases in the next
two years? Yes ___ No____
What is the approximate total value of financial
investments, exclusive of your home, owned by you or members of your household?
How many stock/bond/mutual fund transactions have you made
in the past year?
Do you have broadband access to the Internet at home? Yes
____ No____
Please indicate your total household income last year.
Do you have children? Yes____ No____
The data is attached in an excel file.
Your
responsibility is to create a Managerial Report
Prepare a managerial report summarizing the results of
the survey. In addition to statistical summaries, discuss how the magazine
might use these results to attract advertisers. You might also comment on how
the survey results could be used by the magazine’s editors to identify topics
that would be of interest to readers. Your report should address the following
issues, but do not limit your analysis to just these areas.
1. Develop appropriate descriptive statistics to
summarize the data.
2. Develop 95% confidence intervals for the mean
age and household income of subscribers.
30 years of age is the mean avg of subscribers
Mean Age (29.7, 30.5)
Household Income (71081.10, 77838.90)
3.Develop 95% confidence intervals for the
proportion of subscribers who have broadband access at home and the proportion
of subscribers who have children.
256:219
Proportion
of Subscribers = (.5776, .671)
4. Would Young Professional be a good
advertising outlet for online brokers? Justify your conclusion with statistical
data.
o
Yes, Young Professional be a good advertising
outlet for online brokers
5. Would this magazine be a good place to
advertise for companies selling educational software and computer games for
young children?
–
Comment on the types of articles you believe
would be of interest to readers of Young Professional.
