RBUS2900 – Case Study Part B

Please read the following case study and tasks carefully. The case study provides background
information that will help you to understand the variables and bring more perspective to your
interpretation of the data. Please complete the required analysis, with the output for each task on a
separate tab (labelled). Please save your output and formulas as the excel spread sheet will need to
be submitted.

Exam Release Date: Friday 18th May

Exam Due Date: Friday 25th May by 5pm*

*Please note submissions after the due date and exact time will receive a late penalty of 0.5 of a
mark per day. It is important to leave enough time for submission to account for any delays or issues.

**Please direct all case study related administrative questions to Alison Joubert (Lecturer).

Steps to Submitting

1 Go to Blackboard and click on the ‘Assessment’ tab.

2 Click on the ‘Case Study – Part B Submission’ link.

3 Enter the Password: RBUS2900b

4 Type your answers into the respective text boxes for each of the questions. You are able
to copy and paste text but please ensure it is reformatted in the text box so it is readable
for markers. [Use the Ctrl+C and Ctrl+V functions to copy and paste].

5 The first question will ask you to upload your Excel spread sheet. Please ensure the tasks
are on separate labelled tabs on the worksheet***

6 Complete the exam by using the ‘Save and Submit’ button once you have completed all
the questions.

*** This will need to be uploaded in a non-Mac generated form. If in doubt, complete the Excel
section in a computer lab or library on campus.

Please note: The case study submission allows multiple (2) attempts prior to the due date and you
are able to save answers progressively.
 Case Study

Advertising Co. is a large scale provider of advertising services to firms in the private and public
sectors; specialising mainly in online and television adverts. Advertising Co. is concerned about
maintaining its position as advertising service supplier of choice among its current business-to-
business market segments. To address this they conducted a large scale survey of their clients
through a commercial market research firm. The survey collected data on the perception of
Advertising Co., actual service purchase outcomes and client demographic information. The data
provided should give Advertising Co. a better understanding of both the characteristics of its
business-to-business clients and the relationships between their perceptions of Advertising Co. and
their service buying actions toward Advertising Co. The following is a definition of each variable
collected and an explanation of the coding:

Perceptions of Advertising Co.

First is the general perceptions of Advertising Co. on five attributes. These were identified in past
studies as the most influential in the choice of advertising service firm. The respondents,
purchasing managers of firms who have previously bought advertising services from Advertising
Co., rated Advertising Co. on each attribute on a 0 to 10-point scale.

X1 Expertise: Rating of the overall perceptions of the expertise of Advertising Co.

X2 Price: Rating of price competitiveness of Advertising Co.

X3 Service Quality: Rating of the perceptions of quality of the service provided by

Advertising Co. measured using the following four statements:

X3_1 Advertising Co. is a reliable service firm (performs promised services dependably and
accurately).
X3_2 Advertising Co. is responsive (willing to help clients and provide prompt service).
X3_3 Advertising Co. is trustworthy (conveys trust and confidence to clients).
X3_4 Advertising Co. is empathetic (provides caring and individualised service to its clients).

X4 Originality: Rating of the perceptions of originality of the advertising provided by

Advertising Co.

X5 Creativity: Rating of the perceptions of creativity of adverts provided by Advertising Co.

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Outcomes of Services Provided by Advertising Co.

Second are actual outcomes of the service purchase, either the evaluations of each respondent's
satisfaction with Advertising Co. or the percentage of his or her advertising service purchases from
Advertising Co.

X6 Ad usage level: How much of the advertising use by the client firm has been purchased
from Advertising Co., measured on a 100‐point percentage scale, ranging from 0 to 100
percent.

X7 Satisfaction level: How satisfied the client is with past advertising service purchases from
Advertising Co, measured on a 7 point scale.

X8 Effectiveness: To what extent has Advertising Co. helped the advertising purchaser
improve sales, measured on a 1 to 10-point scale.

Client Characteristics

Third are general characteristics of the purchasing firms (e.g. firm size, sector).

X9 Type of advertising: The main type of advertising services purchased by the client. This
variable has two categories: Online adverts = 0, Television adverts = 1.

X10 Sector: Whether the firm classifies itself as part of the private sector or the public sector.
This variable has two categories: Private sector = 0 and Public sector = 1.

X11 Location: The client firm is based in either Western States of Australia (WA, SA) or Eastern
States of Australia (QLD, NSW, VIC). This variable has two categories: Western = 0 and
Eastern = 1.

X12 Company size: Client’s company size based on number of employees. The company is small
if it has less than 100 employees, medium if it has 100 to 500 employees, and large if it has
over 500 employees. This variable therefore has three categories: Small = 0, Medium = 1,
Large = 2.

You have been asked to analyse the data and provide interpretations of the results for
management. For the present time the management is interested in the demographic information
of the companies they service and an understanding of service purchase outcomes.

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 Advertising Co. Task

Please complete the following procedures on the data sheet. Please place the output for each task on
a separate tab and label the tab for each task. Remember to save your work as you will need to
submit the excel data sheet.

Task 1

Research Problem: Do client firms of different sizes have different satisfaction levels with the advertising
service provided?

1. Analyse if there are differences in satisfaction (X7) between groups based on the company size
(X12).
2. Calculate the effect size using Omega Squared (𝜔𝜔2)

*Ensure you conduct the necessary analysis to check the assumptions of the technique you apply.

(2 Marks)

Question 1: Justify your choice of technique. Describe the assumptions of the techniques and specify if
they are accepted or violated in this case. Provide an interpretation of the output to describe if there are
differences in satisfaction with the service provided across clients of different company sizes.

(Maximum word count: 450 words) (3 Marks)

Task 2

Management Problem: What factors of our service are impacting a customer’s usage of our adverts?

1. Create a composite measure for Advertising Co. Service quality (X3).

2. Complete measurement analysis on Advertising Co. Service quality prior to completing further
analysis.
3. Analyse whether the factors of Expertise(X1), Price (X2), Service quality (X3), Originality (X4), and
Creativity (X5) are impacting Ad usage Level (X6).

*Ensure you conduct the necessary analysis to check the assumptions of the technique you apply.
*Ensure you conduct descriptive statistics on all IV’s and the DV to help you with your interpretation.

(3.5 Marks)

Question 2: Comment on the results of the measurement analysis for Advertising Co. Service quality.
Justify your choice of technique for point 3. Describe the assumptions of the technique and specify if
they are accepted or violated in this case. Provide an interpretation of the output to describe what
factors of the service are impacting ad usage.

(Maximum word count: 1000 words) (4 marks)

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