​​ 1 | P a g e Analysis of Smart Phone Data Usage Particulars  Words: 2000  This assignment should be completed individually Overview The purpose of this assignment is to investigate a dataset utilising the knowledge learned in Module Two. This will enable conclusions to be drawn that ultimately assist in decision making. You will also draw on information/techniques covered in Module One. The assignment requires you to analyse a given dataset, interpret the results, and then draw conclusions such that you are able to reply to specific questions being asked of you in the form of a report. (These questions are asked in the following memorandum). The aims of the assignment is to:  provide you with some examples of the application of data analysis within an organisation  test your understanding of the material in the relevant topics  test your ability to analyse and interpret your results  test your ability to effectively communicate the results of your analysis to others Before tackling the assignment, make sure you have prepared yourself well. As a minimum, please read the relevant sections of the prescribed text and listen/watch the pre-recorded material for Modules 1 and 2. Scenario You are Kylie Anderson, an analyst in the Research and Analysis Department at Choice Magazine. Your role includes analysing consumer issues related to the latest technology innovations. You are often required to report outcomes of your analysis to senior editors at the Magazine who have little or no knowledge of data analysis. Of specific interest to Choice magazine is the ever increasing use of Smart Phones in Australia and, potentially, what this means for consumers. Just recently, your Research and Analysis Department at Choice Magazine conducted a survey on Smart Phone usage and other related data. Caroline Chan, one of the senior editors of Choice Magazine has written to you regarding the Smart Phone survey data. Her memo to you is reproduced below. 2 | P a g e Memorandum Memorandum Date: 8th April, 2016 To: Kylie Anderson, Research and Analysis Department From: Caroline Chan, Senior Editor Subject: Analysis of Smart Phone Data Usage Dear Kylie, Regarding the recently conducted survey on smart phone usage, can you please provide me with the answers to the following questions? Your responses will assist me in writing about the use of smart phones in the technology feature section of our next issue. 1. Can you provide an overall summary of consumers' last month mobile phone costs? 2. I am interested in how the mobile phone cost relates to the following life style factors. That is, does there appear to be any link between monthly mobile phone costs and: a. Living Status b. Gender 3. I wish to write about current consumer sentiment regarding their mobile plans. I'd like to develop an understanding of the respondents' level of contentment with their mobile plan. Accordingly: a. Can you provide me an overall view of mobile plan satisfaction? b. Can you also provide a summary on respondents' satisfaction level of both males and females? 4. Regarding Social Networking, Will you please provide me with estimates of the following? a. What is the average number of visits to social networking sites by all smart phone owners per month? b. Please give me a breakdown of the average number of visits to Social Networking sites, by gender, for all smart phone owners per month? c. Is there a difference between male and female mobile phone users frequency of using a smart phone to access social networking sites? 5. Text Messaging and Female Smart phone owners a. The editor of 'Gadget magazine' claimed in a recent article that Australian mobile phone users, on average, exchange (send and receive) at least 75 SMS's per month. Can you check whether this claim is possibly true for all Australia? b. In the same article it was claimed that the proportion of females owning a smart phone in Australia is significantly lower than United States of America, which currently stands at 47%. Can you check whether this claim is also can be substantiated? I look forward to your response. Sincerely Caroline Chan 3 | P a g e Requirements:  Your report must be no longer than 2000 words (including the Introduction but excluding any Table of Contents, Charts and Tables, and Appendices). Your Charts/Graphics and Tables are only to be placed in the Data Analysis file i.e. the Excel spreadsheet  Word formatting for the Report: Single-line spacing, no smaller that 10 point font, page margins at least 25mm, good use of white space  Your report must have an informative title  Your report must contain an introduction/executive summary that explains in plain language what the report is for and summarises the main findings. The introduction should be no more than 1/2 page  The body of your report must be set out in the same order as in the originating memorandum from Caroline Chan, with each section (question) clearly marked  Keep the language simple and the explanations succinct. Avoid the use of technical or statistical jargon as Caroline will not necessarily understand even simple statistical terms. As a guide to the meaning of "Plain Language", imagine you are explaining your findings to a person without any statistical training (e.g. someone who has not studied this unit). What type of language would you use in this case?  Marks will be lost if you use unexplained technical terms, irrelevant material, or have poor presentation/organisation  All Microsoft Excel output associated with each question in the Memorandum is to be placed in the corresponding tab in the file SmartPhone.xlsx Data Analysis Instructions/Guidelines In order to prepare a reply to Caroline's memorandum, you will need to examine and analyse the dataset SmartPhone.xls thoroughly. Caroline has asked a number of questions and your Data Analysis output (i.e. your charts/tables/graphs) should be structured such that each question is answered on the separate tab/worksheet provided in your Excel document. In order to effectively answer the questions, your Data Analysis output needs to be appropriate. Accordingly, you'll need to establish which of the following techniques are applicable for each question:  Summary Measures (Descriptive Statistics)  Comparative Summary Measures (i.e. Descriptive Statistics for multiple values of a variable)  Suitable tables (such as a Frequency Distribution) and charts or graphics (such as a Histogram and a Box Plot) that will illustrate more clearly, other important features of a variable  Cross Tabulations (sometimes called Contingency Tables), used to establish the relationships (dependencies) between two variables (see Additional Materials under Topic 5 – Probability and Distributions on how to create Cross Tabulations in Excel using Pivot Tables)  Confidence Intervals. You can assume that a 95% confidence level is appropriate. We use Confidence Intervals when we have no idea about the population parameter we are investigating. Additionally, we would use Confidence Intervals if we are asked to provide an estimate. You can use the relevant Excel template provided in the dataset and copy to the applicable question tab  Hypothesis Tests. You can assume that a 5% level of significance is appropriate. We Use Hypothesis Tests when we are testing a Claim, a Theory or a Standard. You can use the relevant Excel template provided in the dataset and then copy to the applicable question tab Additionally, the textbook provides you with step-by-step instructions for several automated statistical processes (e.g. see "Steps for finding Descriptive Statistics", also known as Summary Measures, at the end of Chapter 12). 4 | P a g e Submission Your completed assignment should be in two separate files:  Report: a Word document of no more than 2000 words and not containing any charts/tables/graphs  Data Analysis: an Excel document (i.e. the SmartPhone.xls file) containing separate tabs/worksheets with charts/tables/graphs for each question. Please note that all interpretations should be presented in your "Report" and the excel document should only contain your intermediate analysis and final output Please name/rename each file using the format yourstudentid.docx and yourstudentid.xls Note: The Cloud Unit site is the ONLY method of submission acceptable. Rubric Poor/Needs Improvement Satisfactory Good Very Good Exemplary Introduction /Executive summary (Marks: 2) 0 points Does not communicate any of the main findings of the analysis in an accurate or useful way, or the findings are basic. 0 –0.5 Marks 1 points Explains most of the main findings of the analysis accurately and enables reader to draw some reasonable conclusions. 1 Marks 1.25 points Explains nearly all of the main findings of the analysis accurately and enables reader to draw mostly reasonable conclusions. 1.25 Marks 1.5 points Provides detailed and accurate descriptions of the most important features of the analysis along with appropriately qualified conclusions. 1.5 Marks 2 points Provides an outstanding descriptions and conclusions that is carefully considered and insightful. 2.0 Marks Data Analysis and Graphics (Marks: 8) 0 points Uses irrelevant or inappropriate techniques to analyse the data, or Data analysis and visualisation tools have been used to analyse the data but in an incomplete or inaccurate manner. A very poor presentation of the analysis, or the analysis does not follow principles of good graphical display. 0 – 3.5 Marks 4 points Uses appropriate data analysis and visualisation tools to analyse the data but there are several errors in the analysis. The presentation of the analysis is satisfactory. 4.0 –5.0 Marks 5.5 points Uses appropriate data analysis and visualisation tools to analyse the data but there are some errors in the analysis. The presentation of the analysis is of a respectable standard. 5.5 – 6.0 Marks 6.5 points Comprehensive analysis of the data using appropriate techniques, but there are some minor errors in the analysis. Uses data visualisations to understand the patterns in data. The analysis is well organised and follows principles of good graphical display. 6.5 – 7.5 Marks 8 points Skilful and comprehensive analysis of data using many different techniques. Uses data visualisations to produce novel insights. An exemplary presentation of the analysis. 8 Marks Interpreting Results and Communication (Marks: 8) 0 points Does not communicate any of the main findings of the analysis in an accurate and/or useful way, or the interpretation and communication of findings is at a basic level. The written communication is unprofessional or difficult to follow and contains numerous spelling or grammatical errors. 0 – 3.5 Marks 4 points Explains most of the main findings of the analysis accurately and enables the reader to draw some reasonable conclusions. The written communication is clear and easy to follow but it contains minor spelling or grammatical errors. 4.0 –5.0 Marks 5.5 points Explains nearly all of the main findings of the analysis accurately and enables the reader to draw mostly reasonable conclusions. The written communication is clear and easy to follow and generally free of spelling or grammatical errors. 5.5 – 6.0 Marks 6.5 points Provides detailed and accurate descriptions of the most important features of the analysis along with appropriately qualified conclusions. The written communication is professional, easy to follow and has a good structure. 6.5 – 7.5 Marks 8 points Provides an outstanding descriptions and conclusions that is carefully considered and insightful. The written communication is truly professional, logical and easy to follow. 8 Marks Overall Assignment Presentation (Marks: 2) 0 points A very poor presentation of the analysis or it is mostly disorganised. The memorandum is un-professional, difficult to follow and/or contains numerous spelling or grammatical errors. 0 – 0.5 Marks 1 point The presentation of the analysis is satisfactory. The memorandum is clear and easy to follow but it contains minor spelling or grammatical errors. 1.0 Mark 1.25 points The presentation of the analysis is of a respectable standard. The memorandum is clear and easy to follow and generally free of spelling or grammatical errors. 1.25 Mark 1.5 points The analysis is well organised and follows principles of good graphical display. The memorandum is professional, easy to follow with good structure. 1.5 Marks 2 points An exemplary presentation of the analysis. The memorandum is truly professional, logical and easy to follow. 2.0 Marks 5 | P a g e