MBAS903 Assessment 2 – INDIVIDUAL Assessment Purpose: Prepare a report for your client PVA to allow them to gain insights into the factors affecting purchasing behaviour. Business Analytics...

Descriptive and Regression using SAS


MBAS903 Assessment 2 – INDIVIDUAL Assessment Purpose: Prepare a report for your client PVA to allow them to gain insights into the factors affecting purchasing behaviour. Business Analytics Applications: descriptive analytics, regression analysis (linear and logistic) Background: Paralyzed Veterans of America (PVA) is a not-for-profit organisation that provides programs and services for US veterans with spinal cord injuries or disease. With an in-house database of over 13 million donors, PVA is also one of the largest direct mail fund raisers in the country. The PVA data represent the results of a mail campaign to solicit donations. The data set contains the following information: • _a flag to indicate respondents to the appeal and the dollar amount of their donations (Target Gift Flag and Target Gift Amount) • _respondents’ PVA promotion and giving history • _demographic and regional data of the respondents Guidelines: Develop a range of models to help PVA understand the factors affecting purchasing behaviour, including the likelihood of a customer making a purchase, as well as the purchase amount. Dependent variables will be Target Gift Flag and Target Gift Amount. Conduct a literature review of published research in the area. You are free to choose from the remainder of the dataset for explanatory variables. You should also experiment with a range of modelling options when choosing your preferred models – transforming variables, filters and outliers, default vs selective choice of variables. Document your process, however, focus on the discussion and interpretation of 2-3 preferred models only. Format: Business report for client Executive summary – overview of full project including brief summary of results - 5 marks Introduction – set the scene and background of issue/problem (broad to specific issues) – 10 marks Literature review – conduct research on similar studies (4-5 papers minimum) and critique approaches used, methods, variables, results – 20 marks Methodology – discuss the rationale and steps for your analytics process (ie. details of descriptive analytics and modelling you plan to do) – 15 marks Body and analysis – present, discuss and interpret your results – 40 marks Conclusions – wrap up the exercise with recommendations for client and limitations of your analysis – 10 marks