Data Analytics Case Study: Coffee 09 - Assignment Description

Expected content of the assignment

Please make sure that the assignment description at least covers the following points:

- Expected content of the assignment

- Instructions on how to write the assignment

- Required format and length of the assignment

Student will be given a case study with a clear description, requirements and dataset in an Excel workbook format. In this excel workbook, the student will perform all required data analyses. The detailed requirement will be included in the excel workbook with the point weight for each requirement. Student supposed to read the case (included in the excel workbook) very well and understand the business issue. Accordingly, the student will be asked to do the following:

• Formulating the Business issue that the case is trying to handle and take decision for.

• Formulating the big business question, that the board is requesting an answer for

• Developing the framework that will be used in the analysis identifying the three groups of variables, dependent, independent and moderating

• Formulating the specific business questions

• Formulating the Data Analytics questions (Hypotheses)

• Answering the business questions quantitatively and based on the given dataset

• Developing a PowerPoint presentation addressing the board of the given business

"Coffee 09" is a coffee retailer who is in a phase to further develop its current product portfolio (coffee products). The current product offering has 13 attributes. "Coffee 09" 's board believes that the consumers do not consider all attributes as important when they buy their coffee from "Coffee 09". Moreover, the board wants to know how each attribute is perceived by the consumers with respect to the market's benchmarks of importance. The board is ready to focus more onto the important attributes when they offer their coffee in the future. To do so, "Coffee 09" has conducted a survey to understand the decision making buying behavior of its consumers when they buy their coffee. They asked their consumers about their perception regarding the 13 attributes and to rate their overall satisfaction towards the current product offering as well as their buying behavior in the future from "Coffee 09". 

Dear Ms./Mr. Colleague                                    12 July 2021

As you know "Coffee 09" is undergoing through a phase of improving its operations and strategy in next year. The board is expecting you to present your recommendations for actions (decisions) to be taken by the company in front of the board soon. The presentation (PowerPoint) will take place on the agreed upon date "Submission only, no real presentation" :). 

Just to remind you that your presentation (PPT) must include the following:

Business Problem, Big Business Question, Framework with all types of variables (dependent, independent and moderating variables), specific business questions and data analytics questions. Moreover, I expect your ppt to show a summary of data analysis you performed such as descriptive analysis, testing against benchmark, important visualizations (such as histograms, boxplots and maybe scatter plots), correlations and important regression coefficients (build the best model) as well as segmentation (including the moderating variables). Do not forget to support your findings in the presentation by showing the t-values (critical), beta values and their critical ranges, R squared, etc.   

My advice for you, if you want to impress the board, Me :), you should come up with very important and significant results by squeezing and crunching the data as much as you can. As example, and in addition to what you have done before, you may want to change the dependent variable with another one and keep the same independent variables and moderating variables as above. With this new dependent variable, you could repeat the model building exercise again where you might find different, yet interesting results that maybe be different and important for the board to take actions and to consider; show your insights. Moreover, you may want to split your data according to certain customer profile (as per Z variables), such as gender, age group, etc. (and maybe a combination of them, it is your choice with a good reason) and then perform data analysis again on this segment. Maybe you find out why this specific customers segment is happy or not happy? Another issue you can try is by changing the alpha from 5% to 20%; Would the results change? Which alpha you may recommend the board to apply next year?  

I am confident that you will do a great job and the board may promote you (give you a good grade, I mean :) ), should they get impressed.   Good luck CEO – "Coffee 09"