MA Class 4 (Feb.

1, M)
• Topics: Introduction to Regression
• Relationship/ Correlation Analysis/ Introduction to Regression

• Students assigned for Q&A:

• Christina, Anthony Chantra, Francisco, Sai, Nelson

HAHN
 [email protected]
Team Formation OFFICE HOUR: MW 3:15-4:00 or by Appointment

• All the teams should submit all 5 case analysis reports.

• Each team was assigned randomly to present one of the case analyses.
Members Case to be presented

1 Amrita, Francisco, Henry, Luis CableTV Regression

2 Austin, Erika, Justin, Noah Forte Hotel Conjoint
3 Bryan, Cameron, Omar, Xochitl Ontela PicDeck (B)
4 Alex, Anthony Chantra, Christina, Lucas ConneCtor Segmentation
5 Abby, Anthony Andrew, Marco, Mario, Nelson ConneCtor Segmentation
6 Caroline, Nemanja, Jacob, Sai, Thomas Infiniti G20 Positioning
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• Questions

[Poll] After a 80 year happiness study, Harvard concluded that ( ) is the most important
for a person to live a happy life.

[8: Christina] What do you think is “relationship”?

[9: Anthony Chandra] Can you summarize the concept of “relationship” in regression?

[10: Francisco] What insights to you get from the correlation between height and weight?

[11: Sai] Will it be better if we drop the data of 1920 in the Coke price regression analysis?

[12: Henry] Interpret the coefficients of Height and Gender in the Weight regression model.
Upcoming Schedule

• Feb. 3 (W) Regression (2) [A Step-by-Step Exercise, Reg. SBS Guide File]

• Prepare the hard copy of the Step-by-Step Guide for Regression file.
• Ready to analyze WTdata file.

• Feb. 8 (M) Regression (3) [Further Exercises]

• We will do further exercises of regression analysis.

• Feb. 10 (W) Case 1: CountryCable TV (Due: Case 1 report by All the teams)

• Presentation: Team 1 (Amrita, Francisco, Henry, Luis)

Some general tips for analyzing cases

[1] Respect facts presented, but also be creative in making inductive reasoning.

[2] Make the objective(s) of your analysis very clear.

Different objective(s) may lead to a different analysis.

[3] Be creative in developing alternatives.

Excellent decisions depend on the alternatives you consider.

[4] Every alternative has merits and weaknesses.

Do your best to compare the strengths and weaknesses of the alternatives.

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[5] Once you make a decision by choosing an alternative, be confident with
your decision. No decisions are perfect. Make your decision the best one.

[6] Develop strategies that can address the problems still remaining in the
alternative as much as possible.

[7] The quality of recommended strategies is more important than the quantity.

[8] Make clear the priorities among strategies you suggest. List and
emphasize the top 2 or 3 strategies. It makes your analysis more persuasive.

[9] Feel free to include your own ideas or opinions beyond the provided
guidelines.

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CASE STUDY 1: CountryCable
(Churchill & Iaccobuci, Marketing Research 9th ed.)

• Case synopsis:

1. Objective: To generate insights for improving consumer satisfaction

2. Dependent Variable: OVERALL SATISFACTION (with the service) (Q8)

3. Independent Variables: Evaluation of

(1) GOOD PRICE, (2) GOOD VALUE, (3) PROGRAM VARIETY, (4) GOOD PROGRAMS,
(5) SERVICE RELIABLITY, (6) SERVICE ALWAYS ON and (7) GENDER

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CountryCable: Customer Satisfaction Survey Data (Source: Churchill & Iacobucci, Marketing Research, 9th ed.)

Research Problem: 1. How do the customers think CountryCable is doing?

2. What are the most important areas for improvement?

Questions:

(1) My cable TV service is priced reasonably. Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree

(2) I get good value for the TV shows I can watch Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree
for the price I pay.

(3) The variety of programs is ______ Very Poor 1 2 3 4 5 6 7 Really Great

(4) There are _____ kinds of TV shows I can watch. Not Many 1 2 3 4 5 6 7 Very Many

(5) My service has been reliable. Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree

(6) The cable is always working. Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree

(7) I am _____ Male _____ Female

(8) Overall, I am satisfied with my cable TV service. Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree

The data file (Cable.xlsx) shows responses of 75 subscribers.

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Guideline Questions for the CountryCable Case Analysis [Revised]

1. Using the Country data file, get the descriptive statistics to identify means and standard
deviations of the variables. What insights do you get from the descriptive statistics?

2. Get the Correlation output for all the variables in the data file.
(1) Which variables show high correlations?
(2) What insights do you get from the correlation analysis?

3. From the original data, generate new variables (1) Value, (2) Program, and (3) Service
using the following formula.

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4. Run a regression model such that Dependent variable is Overall Satisfaction
and Independent variables are Value, Program, Service and Gender.
Show me the output and interpret it.

5. (1) Run the same model only for Gender = Male. Interpret the output.
(2) Run the same model only for Gender = Female. Interpret the output.
In these analyses, do not include Gender among Independent Variables.)

6. What is your overall conclusion of the analysis?

How can CountryCable improve consumer satisfaction?

7. [Optional]
Suggest any opinions or insights that may improve this analysis to get better insights.

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 HAPPINESS BREAK

“Loneliness kills. It’s as powerful as smoking or

alcoholism.”
— Robert Waldinger

In a book called “Aging Well,” Vaillant wrote that six factors predicted healthy aging for the
Harvard men: physical activity, absence of alcohol abuse and smoking, having mature
mechanisms to cope with life’s ups and downs, and enjoying both a healthy weight and a
stable marriage. For the inner-city men, education was an additional factor.

75 year long study of tracking 724 subjects from 1939.

268 were Harvard students that included John F. Kennedy.

Quality of relationships!

Gratitude and unconditional love~

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PROFESSOR Hyung Sok Kim

Age. 101
Professor and a writer

You can never be happy if you are in one of two groups:

(1) Those who only seek the material value not the mental value

(2) Those who only seek the egoistic value not the altruistic value

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