Welcome to the Fall Semester. Marketing Research is an exciting subject and one that I am very passionate about. In today’s marketing environment and job market, analytical skills are in the highest demand, as marketing shifts from being an “art” to a “science”
Marketing Research is a key component of this shift. Understanding secondary data and consumer behavior helps marketers connect with their customers on a 1:1 level, and focuses their marketing dollars on activity that provides the biggest return on their investment.
A key skill is learning how to read data that is presented to you, use the data to develop visualization that impact decision makers, and finally allow you to have a point of view (POV) on the data that is presented to you. Data comes in all shapes and forms, and is often hard to understand or develop a POV in its raw format.
So for assignment #1 – I would like you to take the following data below, and use excel to develop charts and visualizations that help answer the questions below. Here is the raw data sets around the Fall 2013 Point Park Student population.
3,841 for fall 2013. Overall, enrollment has grown by nearly 19 percent within the past decade.
74 percent of our undergraduate students are traditional age (18-24-year-olds)
25 percent of our undergraduates are non-traditional (25 years old or older)
28 percent of our graduate students are traditional age (18-24-year-olds)
71 percent of our graduate students are non-traditional age (25 years old or older)
72 percent of our undergraduates are White
16 percent of undergraduates are Black or African-American
3 percent are Hispanic of any race
4 percent are Two or more races
1 percent are Asian
3 percent are international
Here are the questions that I would like you to answer for next week. I would prefer you upload your presentation to slideshare and leave a link to it in the comments below. We can discuss in class on how to do this. The charts can be developed in excel, and then copied to PowerPoint where they can be uploaded (PDF’s preferred).
1. Can you show visually, the demographic breakdown of Point Park University undergrad and graduate students?
2. How does that breakdown compare with the population of the City of Pittsburgh? (hint: use the census links on this web page)
3. Can you find another schools demographic profile online? How does it compare with Point Park’s? (hint: use google)
4. What is the Student/Faculty ration at Point Park University using the information above?
5. Do the demographics of Point Park University reflect the demographics of the US as a whole?
I look forward to seeing your visualizations and presentations.