DEPARTMENT OF MANAGEMENT SCIENCE MARKETING RESEARCH METHODS – MSCI 564 – 2019/2020 Individual Coursework Our client is Cancer Research UK is a UK cancer research and awareness charity. The charity funds research, works to discover new ways to prevent, diagnose and treat cancer, develops cancer drugs and treatments used globally, fundraises and organises campaigns (for more information visit https://www.cancerresearchuk.org/). All of this is possible only thanks to the generosity of the supporters of this organisation. Every year Cancer Research UK organises a direct-mail marketing campaign to attract supporters and collect donations. Unfortunately, last year only 5% of those contacted by the charity made a donation. The organisation needs your help in developing a model which will improve cost effectiveness of their direct marketing campaign. In order to help you with this task our client has prepared a dataset (file Charity.xlsx), which represents a sample of responses from the most recent direct-mail campaign. The dataset contains responses from 3120 individuals and was combined in such a way that it includes 50% of donors and 50% of those who didn’t respond to the campaign (the response variable is DONATION, =1 for donors and 0 otherwise). For your information, the organisation also attached a small survey that they sent to each of their potential supporters (file Questionnaire.pdf). Our client has also provided you with additional data, although they are not sure whether this will be useful. This additional data was added to the file Charity.xlsx and you can find the description of these variables on the sheet called VariableDescription. Based on the data that you were provided with, Cancer Research UK would like you to help them understand who their potential donors are and how best to organise their direct marketing campaign. They would also like to know in general, what the demographic and socioeconomic variables that can help distinguish donors from non-donors are. Finally, based on their observations, the client suspects that donation behaviour is different across regions of the UK. They have never done any research to support this hypothesis and would appreciate your professional opinion on this issue. About the Report You need to produce a report that is not more than 6 pages long (12pt font, 1.5 spaced). Please be aware that in accordance with the University regulations a penalty will be applied to all reports that exceed this page limit. This report should be aimed at the head of the analytical team of the organisation with a very good understanding of statistics, marketing analytics and modelling. Our client is looking for a report that will answer their main questions, clearly and with adequate evidence. Given the limited resources of the charity they really cannot waste it on a strategy the effectiveness of which is not supported by statistical evidence. Therefore, please make sure that your analysis is adequately documented and that you explain how you have manipulated / processed the data and why you have selected one model or another. Note that the report should consist of four parts: 1. Executive summary, briefly outlining the main findings and implications (your report should start with it). 2. Preliminary data analysis. 3. Main part, which explains what model you decided to construct, why the selected model is the most suitable and what the main findings based on that model are. 4. Recommendations based on your analysis. In this part, you are also asked to conduct the critical analysis of the small survey that the charity sends to their potential supporters, giving suggestions to our client how to improve the questionnaire in order to increase the response rate (please make it brief: one, maximum two paragraphs long). You will be assessed on the clarity of your report. Good structure and use of language are expected, as well as good quality figures and tables. Note: when preparing the report, please, make sure that you state clearly your library card number on the title page and do not include your name in the submitted work. Marks for the task The marks are distributed as follows: 1. Executive summary – 5%; 2. Preliminary Data Analysis and Modelling sections – 60%; 3. Recommendations – 20% 4. Overall quality of the report – 15%. Deadline: 13 May 2020, 10am Good luck!
