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Assignment 3: Sport Business Report Instructions

Sport Business Analytics Report: AFL Customer Analysis

Download the file: Assignment3_ReportData_2023 from your Canvas site.

Task: Professional sporting teams must ensure

In your report you should provide the following:

• Introduction: A brief introduction to the aims of the analysis and a general description of how you have derived the samples and the types of data you will be analysing.

• Descriptive Statistics: Descriptive statistics (measures of central tendency and measures of association) must be used to describe the consumer groups evident in your

sample. Consider the average age, gender, membership type, satisfaction, value, renewal as a start. How do these variables vary according to differing characteristics? Provide

appropriate graphical representations of your findings.

• Sampling: You must obtain a sample of n = 50 members using a random sampling method taught in class. This sample will need to be included in the Appendix of your

project. Compare the sample descriptive statistics to the population. Are there any similarities or differences? What insight can be drawn from this?

• Probability: Using your sample, find the probability that a respondent will attend less than 5 games in the season. Compare this probability to the population and draw

insight.

• Pricing: Using the entire dataset (not only your sample) observe each membership type and the corresponding satisfaction to determine which segment is the happiest.

What insight can you draw regarding membership pricing based on this?

• Regression Analysis: Given the challenges of sport membership agreements, which renew annually, it is imperative that we understand the attitudes and behaviours of

current members. As such, analyse the following relationships using the entire dataset (not only your sample) to understand the interrelationships and identify key drivers of

outcomes:

(a) Examine the drivers of (1) membership product, (2) member communications, (3) on field performance and (4) club administration. Which are the most influential factors?

(b) Using the overall measures collected across the above sections, examine satisfaction and renewal. Which areas should be a focus for management when trying to improve

satisfaction and/or renewal? Justify your response.

• Recommendation: Interpretations and insights should be included throughout each section of the report. Recommendations should provide a synthesis of these insights and

how these can be used to provide strategic direction to the club. You must interpret your findings beyond the statistics, and support your recommendations with research

(academic literature and industry reports) where appropriate.

Formatting and Submission Guidelines:

All reports must be typed in Times New Roman or Calibri size 12 font.

A minimum of one and a half spacing must also be used.

Assignment is to be presented in report style, with a title, subheadings, and page numbers.

Students should use formal language and should avoid using casual language such as slang and abbreviations.

Report must be written in the 'third' person.

|. A list of references is required listing all materials which have been made direct reference to in the body of the work. The list of references should contain at least four (4)

references to sources of information in APA referencing style.

BOTH the report and the excel document are to be submitted online via Turnitin.

Word limit: 1,800 words (+/- 10%).

BOTH the report and the excel document are to be submitted online via Turnitin,

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