Marketing Research

Data Analysis Assignment The Overview

Requirements

You are responsible for analyzing the profitability of the specific industry identified in your Section's Data Set. Your Data Set is in your

associated Evaluations folder under Data Analysis Assignment.

For this assignment, you are required to:

Organize the data in various ways to understand the trends. Be sure to create multiple worksheets to showcase your analysis at each

stage. More details on how to Organize and Analyze can be found below.

Analyze the data. Your analysis should outline the trends and identify any relationships in the data.

Identify which category$/$segment you consider most successful and provide a rationale based on the data.

Determine what the better predictor of success is based on the data.

Provide a forecast for $2023,$ which will include what you think the gross sales will be and what Restaurant segment will be the leader in

the market based on your analysis.

This assignment will be completed individually.

Step $1$: Organizing and analyzing

The first step is to organize the data so that you can analyze it and identify trends. You will organize the

data using an Excel workbook; remember, as noted above, your Data Set is available on eConestoga under

Evaluations $>$ Data Analysis Assignment.

To help in your analysis, consider the following tips:

You must use separate worksheets to organize the data into various segments. Be sure to include

the following:

$($A$)$ Profit by Restaurant $($For each year$)$

$($B$)$ Sales and Market Share by Restaurant $($For each year$)$

$($C$)$ Google Ratings vs$.$ Yelp

$($D$)$ Profit to Sales by Restaurant

$($E$)$ Forecast

Calculate each restaurant's market share and each segment share. This should be done for

each year.

Calculate the relevant trends, including growth$/$decline of sales, profit, market share and

segment share. Trends must be calculated year by year $($e$.$g$.,$ how much sales increased year by

year$).$

Include a Graph or Chart to illustrate the findings in each of the above noted analyses.

Notes:

a$)$ Trends based on $ $($e$.$g$.$ sales$)$ are best indicated by $\%$ change, not by $ value $($e$.$g$.$ $$32,600$ sales to

$$33,000$ is a $1\mathrm{.}2\%$ increase$).$

b$)$ Trends based on $\%($e$.$g$.$ market share, segment share$)$ are best indicated by point change $($e$.$g$.$

difference from one year to the next; $32\mathrm{.}6\%$ share to $33\mathrm{.}0\%$ share is a $4$ increase$).$

c$)$ Analyze trends overall $($profit$,$ sales$).$

Be sure to use pivot tables to help you identify trends. For example, pivot tables can be used to evaluate the

relationship between Google and Yelp scores.