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Suggested Report Structure for the Group Research Project
1. Executive Summary
Tip: Provides a precise, succinct, very short (appr. half a page) summary of the research and your key
findings. The challenge is to provide comprehensive insight for someone who learns about your
project for the very first time but has not enough time to read the full report.  
2. Research Background and Objectives
Tip: Please describe the research background and define the research goal accordingly. Chapter 1
should also contain a short outlook on the structure of the report.
3. Description of Sample
Tip: Provide a quick overview over the data.
It is important to note that the dataset contains raw data. Please transform the data such that it can
be used for further analysis. For instance, if a variable is “measured” by “no” and “yes” we want to
transform that into numbers as this is what R can process. The most intuitive way to code this would
be coding “No” as “0” and “Yes” as “1”, that is you create a dummy/binary variable. Further, please
remember that categorial and ordinal variables with more than 2 groups should not be used for
regression analysis. You therefore do have to recode all variables that you want to use that are
categorial and do have more than 2 categories as dummy/binary variables (be aware of the dummy
variable trap!). Make sure you do this for all variables where it is required.
Please also note that it is important to consider which variables could be particularly meaningful for
the purpose of your research and why. Are there variables that are not so meaningful to include in
the model?
4. Methodological Approach
Tip: Please explain your analysis approach in general. Explain the advantages of the approach in
general. Then be more specific and describe the model chosen in your report. It is particularly
important to try and address the research goals through the inclusion of relevant variables. Always
explain why you made a specific choice!
5. Results  
Tip: Unlike the group research report your audience now includes marketing analysts which has
important implications for the results section. The report should contain enough information to
understand how you chose the final model and how you evaluate its fit.
It is also important to clarify and explain in detail how the model helps to address the managerial
problems reflected in the research goals (finetune the campaign, target prospects, derive maximum
costs). So these research goals should be addressed in this section.  
At a side note, for the implications about campaign finetuning, you may want to derive standardized
effects (reconsider what standardized effects tell us). We have not done this in the tutorial for the
Iogistic regression; you can do it by installing and loading the “reghelper” package and then using
the following command: beta(x), where x is your chosen model. Also make sure that  
Further to translate key findings to managers, in this section presentation and visualization helps a
lot.
6. Conclusion
Tip: Point to the most important conclusions that can be drawn from your analysis and that are
relevant for your audience. It is best to split your conclusions into one part addressed at marketing
analysts and one part addressed at managers. It is also important to point out what conclusions
cannot be drawn from your analysis so that managers can make a well‐informed decision.

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