Descriptive Statistics and Visualization for AusPaper

Running head: DESCRIPTIVE STATISTICS AND VISUALIZATION
DESCRIPTIVE STATISTICS AND VISUALIZATION
Name of Student
Name of University
Author Note

1DESCRIPTIVE STATISTICS AND VISUALIZATION
Table of Contents
1. Introduction..............................................................................................................................2
2. Collection of Data........................................................................................................................3
3. Description of the Data................................................................................................................3
4. Analysis of Data..........................................................................................................................4
4.1 Dependent Variable Analysis................................................................................................4
4.2 Factors Influencing Customer satisfaction............................................................................6
4.2.1. Identification of relevant Variable.................................................................................6
4.2.2. Prediction model............................................................................................................6
4.3. Interaction Effect..................................................................................................................9
4.4. Likelihood of building Strategic Alliance of Partnership...................................................10
4.5. Forecasting Annual Quarterly Turnover.............................................................................12
5. Conclusion.................................................................................................................................13
References......................................................................................................................................15
Appendix........................................................................................................................................16

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1. Introduction
AusPaper is a subsidiary of the Australian company, Pinnon Paper Industries, which has
a long history of manufacturing of paper products locally. Aside from the local market, their
market spans 75 countries all over USA, Latin America, Europe, Middle East, Africa, Asia and
the Indian subcontinent where they export their products. AusPaper produced a volume of
619,000 tonnes of paper products in 2013 alone, selling more than 690,000 tonnes to its overseas
and local markets.
There are two main market segments of AusPaper, namely: the newspaper industry with
names like Australian Financial Review and Herald Sun being among the notable newspaper
associated with its products, and secondly the magazine industry with associated names being
Mens’ Style Magazine and Homes and Gardens among others.The company sells its products to
these segments of the market, either directly, whereby it deals with the customer or indirectly via
a broker. However, AusPaper has been anticipating a major shift in the business climate in the
coming seven years or so, despite the fact that their operations have been performing
successfully while enjoying solid financial turnovers over the past two decades. It is believed
that this change is coming about due changing preferences of the end-consumers. The surge in
social media as a medium leading to popularity or e-papers and magazines and instant ews
through social media is believed to influence this change. Therefore, AusPaper management
expressed their need to ensure a strong customer base and strong strategic alliances with clients
in the newspaper and magazine industries. Additionally, plan to instate a formal process to make
them able to forecast financial turnovers as well.
This paper provides an empirical analysis of client response to a survey conducted to
understand the nature of AusPaper’s customers, the existing perception regarding the company

3DESCRIPTIVE STATISTICS AND VISUALIZATION
and its products and the likelihood of establishing long-term strategic alliance with the company
and hence discusses the findings.
2. Collection of Data
To meet the criteria laid down by AusPaper, the market research company
ANALYTICS7established contact with the clients of AusPaper asking them to completely
answer a set of question in a survey online. The survey questionnaire gathered data on key
variable factors necessary for addressing the analysis objectives. Additionally, historicalsales
turnover data in format of annual four quarters was collected from AusPaper’s data warehouse.
3. Description of the Data
The primary data collected from the firm managers of clients had 200 observations encompassing
18 variables. The primary dataset consists of data addressing two different aspects. Firstly, the
perceptions of clients on AusPaper’s performance. The respondents were asked to rate the company on 13
different attributes which characterized its performance using a 0 – 10 ordinal scale, with 10 standing for
“Excellent” and “Poor” being represented by 0. Secondly, the purchase outcomes and business
relationships for example, satisfaction with AusPaper’s products and whether the responding client firm
would consider forming a strategic alliance or partnership with the company which is has a binary scale
(Yes/No). Another aspect covered was information regarding size of market the client claimed, how long
they have had purchase relationshipand the quarterly sales turnover of AusPaper. These were obtained
from AusPaper’s data warehouse.