Data Analysis coding scheme and categories Two page paper

Scenario

Imagine you are a homebuilder planning to build new upscale homes in your community. You need to understand the lifestyle and motivations of potential buyers, beyond simply targeting consumers with financial assets. You have uncovered the following interview results from interviewing 500 potential customers.

Write a report to fellow upper-level stakeholders at your company describing your coding scheme and analysis. Note: You are not required to interview anyone for this assessment; you will just analyze the results, which are given below under the Interview Results heading.

This assessment has two parts: (A) develop a coding scheme and categories to analyze a data set, (B) write a report describing your coding scheme and categories, and recommending a method for presenting analysis results to management.

Preparation

To prepare for this assessment, conduct research on how to create and use coding schemes. The materials in Resources are recommended as a place to start your research.

Interview Results

In the questionnaire results, respondents most commonly characterized themselves as follows:

Goal-oriented.
Deep commitment to family and career.
Politically conservative and respectful of authority.
Consider image important and value prestige products.
Interested in timesaving devices.
Trendy and fun-loving.
Concerned about opinions of others.
Favor stylish products.
View shopping as a social activity.
Financially impulsive.
Motivated by self-expression.
Young and enthusiastic.
Seek variety and excitement.
Engage in exercise and sports.
Spend money on socializing and social media.

Written Report

Based on the interview results above, develop a coding scheme. Define 3–4 categories of potential customers, based on each of the lifestyle points above.

Then, write a report to fellow upper-level stakeholders at your company according to best practices in clarity and persuasiveness. Your report should:

Present your coding scheme and describe the categories you assigned to the potential customers.
Describe how you would use your coding scheme to analyze and present the entire set of 500 responses.
Recommend a best method for presenting the results of your analysis to management, including the following:

- The challenges a researcher would have in developing different categories of potential customers to segment.
- The best segment (or segments) to target for this scenario.

Additional Requirements

Written communication: Written communication should be free of errors that detract from the overall message.
Paper length: 2 page, single-spaced pages, excluding the title page and the resources list.
APA formatting: Ensure that your resource list and citations are formatted according to current APA style and formatting.