ing Research MARK4338 Assignment #2 Due Date: September 12, 2022 (in class) 1. Exploratory research: Applications and Limitations of focus groups Read the assigned article: "Focus Groups are Still a big Marketing Research Tool for Brands". According to the article and your own thoughts / research, what are the main application of focus groups for brands in today's economy? What are the major limitations of the focus group method? 2. Descriptive research - analysis of secondary data Note: This question assumes basic knowledge about using MS EXCEL. A major casino is trying to understand its customer database. Please download the dataset "casino.xls" from the course website. The sample dataset contains records for 1,000 customers. For each customer, the casino records the revenue (for year 2015) generated from that customer, both for slots and for table games (e.g., blackjack). Note that -ve numbers mean that the gambler won money from the casino. Analyze the above dataset and answer the following questions: (1) What percentage of total revenue (across the 1,000 gamblers) comes from slot games? (2) On a per-person basis, does male or female gamer lose more money to the casino? (3) Fill in the following summary table. In each cell, please fill in the total revenue for the corresponding segment in year 2015. Based on this table, find out what the most profitable segment (gender x type of game) is and hence suggest a targeting strategy for the casino. Total revenue for each segment in Year 2015 Men Women Slot Table NOTE: This is called a "cross-tab" analysis. In Session #7 and #8, we will talk about cross- tabulation and other analytic techniques in more details