Session 6 HW

Hi all,

Update: Mailbag

Received this email from Kanwal and my response is as under - displayed here for wider dissemination.

Dear Professor, I have read all the blog posts but I am confused about future assignments. All, I understand is that we have to submit a focus group assignment on 21 Dec. Can you please tell what are the next assignments and when they are due. Our exams start next week. Many thanks, Kanwal Kella

My response:

Hi Kanwal, Am not sure on what exactly is confusing here. Let me list it all out anyway.

Session 4 HW (FGD) - due 21-Dec Saturday
Session 5 - Segmtn and targetting - No HW
Session 6 - JSM HW - due a week later - before the beginning of session 9 on 24-Dec Tuesday
Course feedback text survey taking - due before session 8 on 19-Dec Thursday

Session 7 - Causal research - No HW
Session 8 - Text Analysis - a rather limited HW exercise will be due a week later, before the start of session 10, on 26 Dec Thursday
Sessions 9 and 10 - No HW

Hope that helps.

Sudhir

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Here is the HW for session 6. As mentioned before - this includes the HW for session 5 as well.

1. Session 6 HW: Part1 - JSMs

This HW is also a group submission. You will need to co-operate with the rest of our group to get it done.

• JSM based homework:
• Collect basic demographic information about your group mates - #yrs of workex, previous industry, educational qualifications, intended major etc.
• Run individual level JSM analysis on each of your team mates (and youself) using the code below (place appropriate name in student.name = c("") in that code)
• Compare the JSMs you obtain - what salient similarities and differences do you see?
• Now, using the demographic data you have collected, speculate on which demographic characteristics are best able to explain at least some of the similarities and differences you see.
• Place (i) the 4 JSms, (ii) your list of salient similarities and differences (preferably in tabular form), and (iii) the subset of demographic variables that best explain the JSMs in a PPT.

Update:
I'm dropping Part 2 of the HW. Submit Part 1 and that will be sufficient.

2. Session 6 HW: Part 2 - Segmentation and Positioning PDAs

• Connector PDA case based homework:
• Pls scan through the basic facts about the ConneCtor PDA 2001 (segmentation) and (Positioning) cases in MEXL
• Segment the dataset given along basis variables using model based clustering
• Profile and characterize the segments that emerge. Give each one a reasonable, descriptive name.
• Speculate on which of these segments you as the firm would most like to target. In other words, rate these segments in terms of their (High/Medium/Low) attractiveness for you.
• Look at the discriminant variables list corresponding to your chisen segment. Based on the list, speculate on how you might target your chosen segment?
• Paste the results you obtain (including the segment descriptions in tabular form) onto the PPT and submit.

Any queries etc, contact me.

Sudhir