Case 3

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Case Problem Set 3:
Problem 1:
Young Professional magazine was developed for a target audience of recent college graduates who are in their first 10 years in a business/professional career. In its two years of publication the magazine has been fairly successful. Now the publisher is interested in expanding the magazine’s advertising base. Potential advertisers continually ask about the demographics and interests of subscribers to Young Professional. To collect this information the magazine has commissioned a survey to develop a profile of its subscribers. The survey results will be used to help the magazine choose articles of interest and provide advertisers with a profile of subscribers. As a new employee of the magazine, you have been asked to help analyze the survey results. Some of the survey questions follow:

1. What is your age?
2. Are you: Male___________ Female___________
3. Do you plan on making any real estate purchases in the next two years? Yes _____ No _______ 4. What is the approximate total value of financial investments, exclusive of your home, owned by you or members of your household? 5. How many stock/bond/mutual fund transactions have you made in the past year? 6. Do you have broadband access at your home? Yes ______ No_________ 7. Please indicate your annual household income last year. 8. Do you have children? Yes _______ No__________

The file titled “Professional” has the responses to these questions. Prepare a managerial report summarizing the results of this survey. In addition to statistical summaries discuss how the magazine might use these results to attract advertisers. You might also comment on how the survey results could be used by the magazine’s editors to identify topics that would be of interest to readers. Your report should address the following issues, but do not limit your analysis to just these areas. 1. Develop appropriate descriptive and graphical summaries for each variable....
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