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Context and Problem You are working as a!business analyst for!Your!Market Consultants Australia (“YMCA”), a small Sydney;based! company!that!specializes!in!providing!statistical!consulting!services!to

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Context and Problem
You are working as a!business analyst for!Your!Market Consultants Australia (“YMCA”), a small Sydney;based!
company!that!specializes!in!providing!statistical!consulting!services!to!Australian!companies!seeking!
intelligence about their!present or potential customers.!LifeActive,!an!owner!of!several!large!fitness!centres!in!
Sydney,!contacts!YMCA.! You are told that the marketing director at!one of LifeActive’s centres, Rachel!Sprint,
is interested!in using market research and!statistical!analysis!to build!a!group!fitne...

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Context and Problem
You are working as a!business analyst for!Your!Market Consultants Australia (“YMCA”), a small Sydney;based!
company!that!specializes!in!providing!statistical!consulting!services!to!Australian!companies!seeking!
intelligence about their!present or potential customers.!LifeActive,!an!owner!of!several!large!fitness!centres!in!
Sydney,!contacts!YMCA.! You are told that the marketing director at!one of LifeActive’s centres, Rachel!Sprint,
is interested!in using market research and!statistical!analysis!to build!a!group!fitness!program that!meets!the!
needs!of!their!members!and!management.
You attend a breakfast meeting with Ms Sprint and a senior YMCA consultant to discuss her concerns in
more!detail. At the meeting, Ms Sprint says:
“So$the situation$is that we hired a market2research$firm to$come in and run an$intercept survey* for$us, which$
they did, and the data were collected in a single week in April 2016.$ I’m now looking for someone with$
statistical expertise to$ analyse the data$ and$ give us some recommendations. Just$ which$ programs$ and$
instructors$will$create$the$perfect$balance$is$an$ongoing$challenge$for$our$business.
The whole reason we did the survey is to$find out what sort of members we’re attracting to$the gym, so we$
have a better idea of what group$fitness$classes might do well in the gym$and$the$best$time$to$schedule$them.$
You see, 25% of our fitness$instructors$are terminating$their$contracts at the end$of next year, and we want to
know$ which$ kind$ of$ fitness instructors to approach$ in order to fill those$ vacancies.$ Some of our$ fitness$
instructors have also struggled$to$ keep$ good$ class$ participation$ with$ consistently$ low$ class$ counts$ over$ long$
periods$of$time.$This makes me wonder$whether$the$timing$of$those$classes$is$right$and$whether$their workout$
program$is$a$good$match$for$our$members.
My sense is that our biggest members segment is high2income young women,$who stay at the centre for a$long
time and are$ the$main$participants$in$our$group$ fitness$classes. This would explain why our Aerobic$classes$
like$SPIN$and$Abs$classes$ are generally doing well.$I’d$expect$that$high2income young women make$at$least$
20%$of$our$members,$but$I$am$happy$to$be$corrected$on$that.$We also have a community of$elderly people in$
the neighborhood, some of whom are regulars.
So, the first information I’m looking for is a breakdown of member types, both overall and by group$fitness$
type.$ I’d$also$like to know whether$we’re hitting$LiveActive internal minimum thresholds$of 35% of$members$
attending$group$fitness$classes,$and$45$minutes$spent$per$member on$each$visit.$Some information about the
types of fitness$classes in which participation and time$spent are$clustered$for our different member types
would also be of use.$ Anything$you$can$tell me about how$to improve$our$appeal to$our$main$member types, of$
course, would$be a$great extra!”
2
Based on!these comments, that afternoon you!and the senior consultant!draw!up a consulting brief, which you!
send to Ms Sprint, who approves it and hires you to perform the analysis required to address her concerns.!
Ms Sprint then sends!you an Excel file containing the data from the intercept survey.
You are given the responsibility!of providing a statistical analysis of these data and for producing an associated!
report!that addresses Ms Sprint’s concerns.
*intercept!survey: a survey!of members leaving a fitness centre.
Report
It is natural to associate different parts of the project work with the coverage of relevant material!in particular!
Sharpe chapters and lectures. However, remember you are writing a professional report, not providing! a!
sequence of answers to!assignment problems, so you should try to write a flowing report organized around!
ideas, not!methods.
The report should include a brief Executive!Summary. Ms!Sprint, your audience, is an intelligent person but she!
is!not a statistician. Your Executive Summary needs to be non;technical so!that she can assess what you have!
done and understand your basic conclusions. The!senior consultant at YMCA is familiar with technical analysis,!
and will be reviewing the report before it is sent out to the client to ensure that the conclusions!discussed in!
the Executive Summary are reasonable and!based on sound!statistical analysis.
You can see from! the marking rubric below that while your project mark will be based primarily on the!
substance of your statistical work, the presentation of!the material will also be considered.!Reports should be!
typed and should use appropriate graphical techniques to represent the data, as well as other! appropriate!
statistical! analysis.! For! some guidance on what these types of reports might look like,! please check the!
“Project” section!of!the course website where some actual examples of statistical reports are posted.
As is the case in any actual work environment, there is no “one right way” to construct a report like this,#
and hence#there is no rigid template for what your project should look like, nor is there only one way#to#
approach the#analysis.
Data
Each student will be assigned a personalized data set.!Each!individual data set refers to the problem above and!
has!the same structure.!However, values!of some of the key!variables!will!vary!across students, meaning!that!
statistical results and!any!inferences drawn!from them may!differ across students.
In the “Project” folder!on the website, you will find an Excel file (“Project Data.xls”) that you will!download in!
order to obtain your personalized data set.! Once you enter your zID into the highlighted cell in the Excel!
worksheet, a personalized data set will be generated using!which you should perform your analysis. Copy and#
paste (using# "paste# special@values") the generated data into a new Excel workbook, where you will
conduct your analysis.# Each data set!will contain a sample of 293 observations, where each observation
refers to a separate survey response.!There are 14 variables, as follows:
pid$= survey!response identifier
visits = total number of fitness!classes!attended on!this!visit
dayofweek$= day!identifier, taking values 1 (Monday)!through 7 (Sunday)
freqgymvisit = responder’s estimate of!his/her number of visits to gym the last!3!weeks
3
timespent = responder’s estimated!amount of!time (in!minutes)!spent, in total, at!the!gym!on this visit
timeofday = binary!indicator of!time!of!the!day!of!the!respondent’s visit (assessed!by!interviewer), where!
0= morning!7am;10am
1= noon!11am;1pm
2 = afternoon!2pm;4pm
3 =!evening!5pm;7pm
4 = late!evening!8pm;10pm
age = binary!indicator of!respondent’s age (assessed!by!interviewer), where
0= under 15
1= 15;20
2 = 21;30
3 = 31;40
4 = 41;50
5 = 51;60
6 = 61 or over
HHinc = total household income of!the respondent, where:
1=less than!$40,000 per year;
2=$40,000;$80,000 per year;
3=$80,000;$120,000 per year;
4=$120,000;$160,000 per year;
5=$160,000;$200,000 per year;
6=$200,000 or more per year.
sex$= binary!indicator of respondent’s sex!(assessed!by!interviewer), where
1=female
0=male
HIIT = binary!indicator where:
1=the respondent!attended a!High!intensity!Interval!Class on this visit
0=the respondent!did not attend a!High!intensity!Interval!Class on this visit
SPIN = binary indicator where:
1=the respondent!attended a!spinning!Class on this visit
0=the respondent!did not attend!a!spinning!class on!this visit
PUMP= binary!indicator where:
1=the respondent!attended!a!pump!class on this visit
0=the respondent!did not attend!a!pump!class on!this visit
Abs= binary indicator where:
1=the respondent!attended!an!Abs!workout!class on!this visit
0=the respondent!did not attend!an!Abs!workout!class on this visit
other= binary indicator where:
1=the respondent!attended!another!type!of!group!fitness!classes on!this visit
0=the respondent!did not attend any!other!type!of!group!fitness!exercises
4
Tutorial work
You should think about!the problem and plan what needs to be done before you actually start undertaking!
extensive computing work.!! In order to assist in this process, there will be some project discussion time in!
tutorials. You should generate!your data, and then copy, paste, and!save it into a new!Excel workbook!that you
bring along!to class!as!part of your preparation for your Week!7!tutorial.!In this Excel workbook, you should take
time before class to generate some descriptive statistics for!your data that you could show!your tutor in Week!
7.!This!will confirm that!you have correctly! created your data! set and!that you are ready to commence your
analysis. These descriptive statistics will also be!required to!answer a Week!7 tutorial question.
In your Week! 9 tutorial, time will be devoted to monitoring your progress and discussing how!more recently!
covered material! might be relevant to!the project tasks. Naturally you should consult your!tutor! or lecturer!
should you!have any other questions regarding the project.
5
Details
Length: No longer than 1200 words, excluding tables and graphs. Total length including!
all discussion, tables and!graphs should!not!exceed 8 pages.
Cover,sheet: Attach the project assessment sheet (given below) as your first page. Check
that you have completed the top (grey) sections in full, including# your#
signature.#Do! not use plastic sheets or binders. Simply attach!the completed!
cover sheet and!staple the pages together.
Project mark: The project will be marked out of 20, and will constitute 20% of your total
course mark.
Due date: A hard copy of your assignment is to be submitted to your tutor in or before
your scheduled tutorial in week 11 (beginning October 10). In addition to
the# hard copy, you must also submit an electronic copy to the course
website by
6 pm on Friday October 14. Upload your assignment via the Turnitin link on
the!course website. Browse and upload a copy of your document ; do!not!paste!
Late submission: te20x%t.!Use of thyeoval ur suteudoefntt!hezIDprin! ojethcet wfileill nbame e ded(eu.cgt.e, dz123for4e567 very.dodc)ay. or part thereof
that the hard copy! is turned in after the start time of your Week! 11 tutorial
(including the weekend). Projects submitted more than five days late will not!
be marked and will be assigned a mark!of zero.!You can and should be working!
on the material regularly before the due date. Extensions will only be granted!
in exceptional circumstances and!must be approved by the lecturer;in;charge.!
For more details about!late submission, see the Course Outline.
Plagiarism: While you are encouraged to discuss the project with other students, each
person must submit an individual assignment that represents his or her! own!
work. All assignments will be checked for plagiarism on the!Turnitin software!
into which they are uploaded. The software will!automatically check against all!
other projects ever submitted. Material copied from previous projects!will be!
found and the source will be identified. Evidence!of plagiarism will be treated!
extremely!seriously:!automatic!and!immediate!failure in!the!course!is!a!possible
penalty.! See Part B! of the course outline for further details about! UNSW’s
policies on plagiarism.! If you are in doubt about how! to identify or! avoid
plagiarism, follow! the link! to and complete the self;paced Working! with!
Academic!Integrity!module on!Moodle.
Coverage: In! your! work! for! this! project,! you! are! only! expected! to! use! the! statistical
techniques developed!in!the text and lectures up!until the end of week!9.
6
ECON1203 Business and Economic Statistics
PROJECT ASSESSMENT
Name# zID
Tutorial Group (Tutor, Time and Place) ##
I declare that this assessment item is my own work except where acknowledged, and acknowledge that the assessor of this item may, for
the purpose of assessing this item:
(1)!Reproduce!this!assessment!item!and!provide!a!copy!to another!member!of!the!University;!and/or!
(2) Communicate a copy of this assessment item!to a plagiarism checking!service (which may then retain a copy of the assessment item on!
its database for the purpose of future plagiarism checking)
I!certify that I!have read and understood the University Rules in respect of Student Academic Misconduct.!
Signed Date
ANALYSIS and DISCUSSION (14 marks)
Characterizing key features of#the#data#(7 marks)
Missing ( ) Poor! ( ) Adequate! ( ) Good!( ) Excellent ( )
Motivation, production#and#evaluation#of#hypotheses (3 marks)
Missing ( ) Poor! ( ) Adequate! ( ) Good!( ) Excellent ( )
Justification#of#main#conclusions (2 marks)
Missing ( ) Poor! ( ) Adequate! ( ) Good!( ) Excellent ( )
Executive#summary (2 marks)
Missing ( ) Poor! ( ) Adequate! ( ) Good!( ) Excellent ( )
MECHANICS (6 marks)
Presentation#(3 marks)
Poor (! ) Adequate! ( ) Good!( ) Excellent ( )
Use#of#graphics (3 marks)
Missing ( ) Poor! ( ) Adequate! ( ) Good ( ) Excellent ( )
Other
Some problems with!spelling (! ) Poor!spelling ( )!
Some problems with!grammar (! ) Poor!grammar ( )
Some confused or off;target discussion and!interpretations! ( ) Well!argued ( )!
Too long!(you!need!to condense your!argument)! ( )
GENERAL COMMENTS

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Executive Summary

The report investigates the characteristics and preferences of members of LiveActive. It also investigates the preferences of these characteristics based on the different group classes offered. The report includes statistical analysis conducted on a survey data and concluded that females, youngsters and high income people are more likely to be the members of LiveActive. Low

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