(a) explain the major problem posed in the case on KEELS Case Analysis
(b) explain how you used the statistical analyses provided
(c) come to recommendations for improvements
(d) Explain what you relied on from the output and what you thought was not needed
……………………..however, it is facing the challenge of identifying the most appropriate national magazine to maximize the return on marketing investment. Although the company has contracted Keels Agency, the agency faces the challenge of gathering relevant data to enable Cycle World to make high-quality decisions on its products.
(b) Explain how you used the statistical analyses provided
Demographic statistics describe the targeted population's background characteristics (Drivas et al., 2022). The information is necessary because it enables the determination of the company's product demographics, including income, education, sex, and preferred product line. The data enables the choice of the most appropriate magazine that meets the needs of diverse consumers. The data on the potential advertising outlets enables the choice of the products that meet the company's budget requirement and consumer reach. The Chi-square determines whether there is a relationship between categorical variables (Williams & Vogt, 2015) such as; gender and product line, education and product line, marital status and product line, and Self-rated fitness level * Product Line, among others. This information enables the determination of whether the specific socio-demographics affect the product line.
(c) Come to recommendations for improvements
Based on the statistical test results (chi-square tests, the company should disregard gender, and marital status, when marketing through a magazine and focus on the education level and self-rated fitness level. However, it is essential to use other statistical tests. For example, the Fisher test would enable non-directional and directional hypothesis testing, thus giving more reliable conclusions.
(d) Explain what you relied on from the output and what you thought was not needed
The chi-square enables the determination of relationships between the categorical variables. ANOVA is used to determine how different groups based on socio-demographic respond to the product line decisions. However…………………….