Direct Marketing
Scenario:
You are the Marketing Manager for McBurger King in the Sutherland Shire area. Sales have slowed, while competitor’s sales have remained steady or increased. Your manager has asked you to collect data to determine the reason for the fall in sales.
1. Explain the reasons why it is necessary to collect data. 3 marks
<<Please write your answer here>>
2. What are your data requirements? 3 marks
<<Please write your answer here>>
3. What database system would you use? What are the reasons for your choice? 3 marks
<<Please write your answer here>>
4. What methods would you use to collect data? 3 marks
<<Please write your answer here>>
5. How would you store data, keeping in mind legal and ethical requirements? 4 marks
<<Please write your answer here>>
6. How would you check potential respondents against “do not call”, “do not mail” register?
4 marks
<<Please write your answer here>>
Assessment 1 Part B – Written Assessment
1. Download and open the file Microsoft Excel spreadsheet “Assess1.xls” 5 marks
Cust ID Last Name First Name
C001 Jone$ Stephen
C002 Singh Gurpal
C003 Morales John
C004 Smith Peter
C005 Abbott Tony
C006 Rudd Kev
C007 Singh Jaswinder
C008 Jolie Angie
C009 Singh Jitender
C010 James Lebron
C011 Chen Tony
C012 Pitt Bradd
C013 Webb Spudd
C009 Singh Gurpal
C010 James Lebron
C011 Chen Tony
C012 Pitt Bradd
C003 Morales John
C004 Smith Peter
C005 Abbott Tony
C006 Rudd Kev
C007 Khan Sabah
C008 Jolie Angie
C009 Singh Gurpal
C010 James Lebron
C011 Chen Tony
C012 Pitt Bradd
C013 Aniston Jen
C014 Han Zhu
C015 Jones Stephen
C010 James Lebron
C011 Chen Tony
C015 Aurelius Marcus
C001 Jones Stephen
C009 Singh Gurpal
C010 James Lebron
C011 Chen Tony
C012 Pitt Bradd
C009 Ram Nita
C010 James Lebron
C011 Chen Tony
C012 Pitt Bradd
C001 Jones Stephen
C002 Singh Gurpal
C003 Morales John
C004 Smith Peter
C003 Morales John
C004 Smith Peter
Using MS Office Excel 2003
1. Select all the rows, including the column headers, in the list you want to filter.
2. On the Data menu, point to Filter, and then click Advanced Filter.
3. In the Advanced Filter dialog box, click Filter the list, in place.
4. Select the Unique records only check box, and then click OK.
5. The filtered list is displayed and the duplicate rows are hidden.
Using MS Office Excel 2007
1. Select all the rows, including the column headers, in the list you want to filter.
2. Click on the Data tab, click Advanced Filter.
3. In the Advanced Filter dialog box, click Filter the list, in place.
4. Select the Unique records only check box, and then click OK.
5. The filtered list is displayed and the duplicate rows are hidden.
6. Update the following details:
7. Update last name of C001 from Jone$ to Jones
8. Update first name of C006 from Kev to Kevin
9. Update first name of C008 from Angie to Angelina
10. Update first name of C0012 from Bradd to Brad
11. Delete duplicate record C001
After finishing copy and paste modified spreadsheet in here.
2. Do you think the data could be enhanced by outsourcing to third party sources? Why?
<<Please write your answer here>>
<<Please remember to write your name and SID on the first page of this assignment, save your own copy of this file and upload the assignment once completed>>