AssChi1
revised Aug 31, 1999

Topic:  Markets and Market Segmentation
            Case: Chicago Fashion Study I: Using MiniTab to Analyze the Data (Read on Web)
            Preparation for the Workshop

READ: Chicago Fashion Study I: Using MiniTab to Help Analyze the Data  (Read/ on Web)
READ: Chicago Fashion Study I: Some Examples  (Read/ on Web)
READ: Chicago Fashion Study I: Questions/Code Sheet for the GURNEY.MTB Data Set (Read/Download .xls file from Website)   (MiniTab Startup Note)    (Download MiniTab file)
READ: Chicago Fashion Study I: Additional MiniTab Techniques (Read/on Web)
READ: Chicago Fashion Study I: Using MiniTab to Graph the Data.(Read/on Web)

Marketers make extensive use of market research to understand markets, predict their growth,
segment them, and plan marketing programs. The best way to understand the use of consumer data to support marketing planning is to "learn by doing".  Therefore this set of assignments is designed to expose you to some of the basics of actually processing and using consumer data.

In this class session we will discuss the "case" and describe the materials you have to work with.  We will also set up a marketing research assignment using MINITAB -- a computer program that is available only on the Babson campus computers.  (Sorry -- not on line from off campus -- but you can download a trial copy from the MiniTab webSite.)  We will use it to analyze the data file "GURNEY.MTW" -- which is available as a download from e-campus and the course syllabus. It is part of a much larger data file for the 1996 Chicago Fashion Study.  In class we will review the content of this data set and show you how to start using MiniTab to analyze these data.  (If you have prior experience with MiniTab, fell free to go ahead and play with the data set.)

In working on this case, we use MiniTab for the data analysis as it is a very powerful tool for making and graphing Cross-Tabulations -- the best technique for getting meaning out of these data.  (It is much more adaptable, for this purpose, than  Excel or other available program.  But the full version is only available on campus. Do NOT buy the bookstore student version of MiniTab as it is too weak to do the job.)

Over the next few weeks as you work with these data, I will be available to work with Teams in planning analyses and helping you use MiniTab to produce the required tables. Please schedule time with me to do so -- in person or by phone or e-mail -- in the days preceding and following this class. It does take time to get-into the data and to get familiar with MiniTab, and I will be available to help you do so. Please try to plan ahead and save time for such meetings. You can also use the Discussion Base.  I will also set up a private Team area for you and your team to use to exchange memos and files.  Just give me a list of your Team members.

Class Discussion

To prepare for this class, please review the Chicago Fashion Study I materials, including the  Questionnaire Code Sheets. Come to  class prepared to discuss your views on such issues as:

• Why were these data gathered? Why were the questions worded in this particular way?
• What can these data be used for? Can these data be used for more than one purpose?
• What might be the best techniques for using these data?
• What are the strengths and weaknesses of "Cross Tabulation" for analyzing such market data.

• Form a Team of 2 or 3 students to work together on this project.  (This Team may later become part of your larger Team for later class projects.)

• READ: Chicago Fashion Study I: Using MiniTab to Help Analyze the Data (Read/ on Website)  This memo explains the study and provides preliminary information on how to use MiniTab to process the data using basic tabulation and cross-tabulation techniques.

• READ: Chicago Fashion Study I: Questions/Code Sheet for the GURNEY.MTB Data Set (Read/Download .xls file from Website)

This document details the contents of the Database you will be using.  Look it over very carefully.  If you have access to MiniTab, try to access and "play" with the data..
 
• Read: Chicago Fashion Study I: Additional MiniTab Techniques (Read/on Website)  This document explores some additional MiniTab techniques for making more complex tables and plotting the data.

• READ: Chicago Fashion Study I: Using MiniTab to Graph the Data. (Read/on Website)

This document also provides additional information on tabulation and plotting options.
 
• Go to the Discussion Base (Discuss) and enter your opinions.  Please note that you must click on the question you want to discuss, read the comments that are there, and add your comment at an appropriate spot in the discussion.  Click on "Add a Comment" to enter your ideas.  Then click on "Submit".  You can then click on your entry and read and edit your own comment if you want to.  Please try it!!!

In preparation for this class, please try to go to the  Discussion Base and  participate in the discussion and voting.  Eter your opinions.

Larry