Dataset Assignment
In this assignment, you will develop essential data analysis skills by working with survey data in Excel. Businesses frequently use surveys to collect insights from employees and customers to better understand attitudes, behaviors, and decision-making patterns. By analyzing survey data, organizations can identify trends, evaluate relationships between key factors, and make informed business decisions.
Descriptive analytics plays a crucial role in this process by summarizing data, uncovering patterns, and providing a foundation for strategic recommendations. This assignment emphasizes the practical application of data analysis by having you interpret a real-world dataset, extract meaningful insights, and assess relationships between key variables. Your goal is to analyze and organize the data to present a clear and actionable business case for stakeholders.
Task
You are a data analyst at a consulting firm specializing in eCommerce solutions for manufacturing. Your firm recently conducted a survey of middle managers in manufacturing firms to assess their attitudes toward online distribution channels and third-party digital platforms.
Your analysis should focus on understanding key trends, identifying factors influencing digital adoption, and generating insights that inform business decisions. The final report will be presented to executives, data analysts, and strategy teams, requiring you to translate data insights into meaningful business recommendations.
Dataset Assignment
Your task includes:
- Summarizing survey responses using descriptive statistics
- Evaluating relationships between key variables
- Exploring demographic differences in attitudes toward digital adoption
- Providing strategic recommendations based on findings
Understanding the Business Challenge
Many manufacturing firms are navigating challenges in adopting eCommerce strategies. Your analysis should address::
- How do manages perceive online distribution channels?
- What are the key concerns regarding third-party platforms (e.g., Amazon, Alibaba)?
- Does confidence in internal digital skills influence investment in eCommerce?
Your findings will help your consulting firm develop data-driven strategies for improving digital adoption in manufacturing.
Dataset Assignment
Key Concepts
- Manufacturing Firm – A company that produces physical goods by transforming raw materials into finished products using industrial processes, machinery, and labor.
- Digital Adoption in Manufacturing – How manufacturing firms integrate digital tools and technologies to enhance operations and expand online sales.
- Online Distribution Channels – Digital sales channels that allow businesses to sell products directly to customers through their own eCommerce platforms, websites, or digital storefronts. Example: A manufacturer selling through its own website (e.g., Shopify, Square) or using a direct-to-consumer (DTC) model (e.g., Nike selling through Nike.com instead of Amazon).
- Third-Party Digital Platforms – External marketplaces where businesses list and sell products without owning the platform. These platforms expand customer reach but come with fees and platform restrictions. Example: Amazon, Alibaba, eBay, Walmart Marketplace, Etsy.
- eCommerce Strategies – Approaches businesses use to sell products online, optimize marketing, logistics, and customer experience.
- Direct-to-Consumer (DTC): Selling products through a company’s own website (e.g., Allbirds, Warby Parker).
- Omnichannel Retailing: Integrating physical stores, websites, and third-party platforms (e.g., H&M selling in stores and online).
- Marketplace Strategy: Using third-party platforms (e.g., Amazon, Alibaba) to expand reach.
- Subscription eCommerce: Offering recurring product deliveries (e.g., Dollar Shave Club, Birchbox).
Dataset Assignment
Understanding the Dataset
The dataset includes survey responses from 263 middle managers working in manufacturing firms. Respondents were selected based on the following criteria:
- Employed in a manufacturing company
- Hold a managerial position (at least middle management level)
- Supervise at least two subordinates
- Fluent in English
- Confirmed that their company markets products through online distribution channels
The survey consists of four key categories, each measured on a 1–7 scale (1 = Strongly Disagree, 7 = Strongly Agree).
Survey Categories
- Investment in Online Distribution Channels (INT1–4): Perceived benefits of online distribution for international market expansion, cost reduction, and operational improvements.
- Satisfaction with the Company’s eCommerce Platform (CMS1–3): Evaluates the perception of a company’s own eCommerce platform as a viable sales channel.
- Perceptions of Third-Party Marketplace Platforms (TPMP1–3): Measures how businesses view third-party platforms (Amazon, Alibaba) as potential sales growth opportunities.
- Confidence in Internal Digital Capabilities (COM1–4): Examines how confident companies are in their internal skills, training, and discussions regarding eCommerce.
Additional Variables
The dataset also includes demographic and organizational characteristics that may influence survey responses:
| Variable | Description |
| Company Size | SME (0) vs. Large Company (1) |
| Gender | Female (0) vs. Male (1) |
| Industry | Textile, Electronics, Fast Moving Consumer Goods (FMCG), Other |
| Work Territory | UK, USA, EU, Other non-EU |
| Age Groups | Categorized into five brackets |
| Seniority Levels | Middle Manager (1), Senior Manager (2), Top Executive/Board Member (3) |
By analyzing these variables, you can identify trends and compare attitudes across different groups.
Dataset Analysis
For this assignment, you will analyze the Assignment 3 Survey Data Set.xlsx to evaluate manufacturers’ eCommerce practices. Using Excel, conduct the following analysis and present your findings in a professional report.
Dataset Assignment
- Descriptive Statistics
Analyze attitudes toward eCommerce adoption by calculating key statistics:
- Central Tendency (Mean, Median, Mode)
- Investment in online distribution (INT1–4)
- eCommerce platform satisfaction (CMS1–3)
- Third-party marketplace perception (TPMP1–3)
- Confidence in internal skills (COM1–4)
- Variability (Standard Deviation, Range)
- Do responses within each category show high agreement or variation?
- Categorical Breakdown
- Company size, industry, and work territory distributions
- Age group and seniority breakdown
- Correlation Analysis
Use Excel’s built-in correlation function to examine relationships between key variables. Interpret correlations using the following scale:
| Corelation Coefficient | Relationship Strength |
| 0.00 – 0.20 | Weak or No Relationship |
| 0.21 – 0.40 | Weak Relationship |
| 0.41 – 0.60 | Moderate Relationship |
| 0.61 – 0.80 | Strong Relationship |
| 0.81 – 1.00 | Very Strong Relationship |
Analyze the following relationships and create scatterplots with trendlines to visualize key correlations.
- Investment in online distribution (INT1–4) vs. eCommerce platform satisfaction (CMS1–3)
- Investment in online distribution (INT1–4) vs. third-party platform perception (TPMP1–3)
- Confidence in internal skills (COM1–4) vs. investment, CMS, and TPMP scores
- Demographic Comparisons
Use Pivot Tables to group responses by age and gender, and analyze:
- Average scores for INT1–4, CMS1–3, and TPMP1–3
- Variations in digital adoption attitudes across age groups and gender
- Bar charts to compare attitudes across different groups
- Visualizing Key Insights
Use Excel charts to present findings:
- Bar Chart: Compare attitudes by industry company size or seniority level,
- Scatter Plot: Show relationships between investment in online distribution and eCommerce satisfaction,
- Box Plot or Histogram: Analyze variations in confidence in internal digital capabilities,
- Strategic Recommendations
Based on your findings provide three strategic recommendations for improving digital adoption in manufacturing.,
- How should manufacturing firms approach eCommerce investment?,
- What role do internal digital skills play in eCommerce adoption?,
- Should companies focus more on third-party platforms or their own eCommerce platforms?,
Your recommendations should be supported by insights from descriptive statistics and correlation analysis.,
Submission
- Submit a 3–4 page analysis in Microsoft Word (excluding cover page, reference list, tables, graphs, and appendices).
- Write from the perspective of a data analyst, providing actionable insights for business decision-makers.
- Ensure originality, demonstrating your ability to interpret data and develop strategic recommendations.
- Use proper APA citations for any industry reports, academic research, or business frameworks referenced.
- Formatting: 12-point Times New Roman or 11-point Arial, 1-inch margins, and double-spacing.
- Include tables and graphs, properly labeled in APA format.
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