Principle for Data Science for Business

This report discusses the principles of data science for business and its application in Itineract Travel Co. It covers the company overview, use of SPSS for generating results, ethical and security considerations, and potential solutions. The report also recommends the use of Spark as a data science tool for future use.

Principle for Data Science for business

INTRODUCTION
Data science refers to the study within which an information obtained could be turned
into the valuable resources with respect to development of the IT strategies and the business in
an efficient and effective manner. The present study is based on Itineract Travel company which
is seen as the small scale and constantly growing travel company. Furthermore, the report
highlights the company overview along with an application of the SPSS in order to generate
results regarding the relationship in the two or more variables. Moreover, ethical aspects and
methodology are also been presented for the purpose of making the study more reliable and
valid.
Assessment of Itineract Travel Co
Itineract Travel Co is one of the small and a growing online socially and politically
committed travel experience company. But now company is facing issue with regards to provide
travel search option for the firm, though the company is specialize in offering people the
opportunity in order to get best travel experience. Such that there are so many popular activities
which a company provide to their customers such that wildfires in the Fornalit rainforest,
cocktail evening and many more.
Customer’s of the organization are quite heterogeneous i.e. none of the two customers
are same. It is one of the main potential causes faced by them. They want to enhance their
customer’s travelling experience and because of which they are strongly specific about this
Cause. Event after that some of them feels contempt towards some of the offerings offered by the
company related to some other causes. This one of the major issues which is faced by them
because of which it has become important for them to enhance their user experience in a positive
manner on Itineract platform. It is a delicate balancing act on which they need to focus more and
more. In order to increase positive user experience of most of the customers it is important for
the company to focus on bringing most suitable experiences of all the customers to foreground
where it is clearly visible to the customers in a clear manner
The main aim of Itineract Travel Co can be addressed with the help of data science using
all the information that has been provided above, however there are few Ethical and security

considerations that are required to be dealt within the data science. Therefore, with the use of
Data Science, company would try to determine the overall experience of customers and develop
new system that will assist to provide best experience to their customers. Thus, the main aim of
this report is to recommended the best and safe system to their users and for that there is a need
to maintain and planned proper customer sensitivity with a different political cause.
The report will provide a detail investigation and the tool which are used in this project
that helps to meet the define aim and objectives of Itineract Travel Co. Further, report analyze
and present the results using specific tools and techniques and also interpret the results as well.
Along with this the study further, provide relevant information which is available for analyzing
the data that is relating to other situation for e- commerce and travel experience. Then describe
the ethical and security consideration through which data science deal and suggest the
arrangement that may change if some large data is collected and lastly, it will recommend the
best measures and tools which are used by the company as a data science tool in future. Along
with this, it will also recommended the best measures along with its benefits, challenges and cost
benefits for the company in its future.
2.2 Overview of an investigation
From the investigation that has been carried out in Assessment of Itineract Travel Co
briefing note it was found that one of the main problems which is faced by the company is
searchability. They want to implement a recommended system that can help them to enhance
their visitors on their website and increase user experience as well. This can be done with the
help of data science, where only positive user experience will be displayed to the website visitors
in the front end and all the negative or least positive user experience will be made almost
invisible to the customer. Although, there are so many data science tools are available such that
SPSS, MATLAB, Tableau, SAS, D3 and Excel etc. The data science tools are actually used in
order to deliver the best products to their customers in the limited time period (Olson and et.al.,
2016).
For the current study, researcher uses SPSS because it is an advance analytical tool that is
used in order to determine the exact results for the company. Thus, through SPSS researcher
collect the information form the customers and determine their purchasing experience. Under

this, regression analysis and descriptive analysis tool is used that will assist to determine the
relationship with value of experience and pilot recommendations.
Along with this, graphs and results are also used that will be used to analyses the results
and determine the accurate position. These proposed initiatives can be used by the organization
in order to overcome problems or issues that are being faced by them in terms of searchability.
This analysis will also help in providing some recommendations to the organization that can be
used by them to enhance their website visitors and use experience. Through this tools, most of
the companies provide the best customer services and that is why, Itineract Travel Co also use
this method in order to get best service to their customers when they find best travel experience.
2.3. Result and analysis
Regression analysis- It is the set of the statistical procedure that allows for examination of
the relationship between two and more variables that are of interest. This tool is used for
identifying probable changes in the one variable for a given amount of the change in the other
variable. It means value of an unknown variable could be anticipated from that of the known
value of another variable. The degree or extent to which the variables correlate to each other
mainly depends on regression line. It is stated as the line which best fits to the data that is all
points plotted are been connected through line in a manner that distance from line to points is
counted as smallest. This method tells about a relationship between more than two variables as
compared the difference between correlation and the regression. It is the widely used technique
in all scientific disciplines and plays a significant role in estimating relationship between
economic variables.
Descriptive statistics- It referred as the coefficients which summarize the given data set
that could either be seen as representation of an entire sample or sample of the population. It
includes computation of mean, median, standard deviation and mode that in turn act as the
statistical tool and helps in finding out the average, mid and highly repeated value in the given
data set.
Pilot recommendation
Particulars Count of pilot % of responses
Yes 334 33%

No 666 67%
Grand Total 1000 100%
Gender
Particulars Count of gender % of responses
Male 389 39%
Female 611 61%
Grand Total 1000
Favorite cause
Row Labels Count of favourite cause % of responses
Migrants 265 27%
Environment Worker’s
Rights 162
16%
Democracy 148 15%
Gender Justice 128 13%
Environment 297 30%
Grand Total 1000 100%
Hypothesis
Null hypothesis (H0): There is no statistical significant difference takes place in the value of
experience and pilot recommendation.
Alternative hypothesis (H1): There is a statistical significant difference takes place in the value
of experience and pilot recommendation.
SUMMARY OUTPUT
Regression Statistics
Multiple R
0.0335
5

R Square
0.0011
26
Adjusted R
Square
0.0001
25
Standard
Error
0.4718
46
Observations 1000
ANOVA
df SS MS F
Significa
nce F
Regression 1 0.250388
0.250
388
1.124
638
0.28917
8
Residual 998 222.1936
0.222
639
Total 999 222.444
Coeffic
ients
Standard
Error t Stat
P-
value
Lower
95%
Upper
95%
Lower
95.0%
Upper
95.0%
Intercept
1.6789
3 0.019269
87.13
186 0
1.64111
8
1.7167
42
1.64111
8
1.71674
2
experiences_p
urchased
-
0.0077
7 0.007327
-
1.060
49
0.289
178 -0.02215
0.0066
08
-
0.02215
0.00660
8

Interpretation- The above results shows that the relationship between experience and
pilot recommendation is low as the value of R resulted as 0.035 which indicates a positive but
low relationship between the variables and it depicts the correlation among the variables.
Moreover, value of R square reflects that due to change in one variable, the other variable
changes with double. The value of R square equated to 0.001 which means change in one
variable does not he results to change in other variable with doubled value. The significance
value resulted as 0.28 which is lower than 0.05 that in turn means null hypotheses is accepted.
This indicates that there is no significant relationship present between experience and the pilot
recommendation.
2.4 Ethical and security consideration
When a company deal with the data science, they faces lots of issue and the foremost
issue is unfair discrimination which means while collecting information from the primary source,
make sure that no human being is discriminated on any basis. On the other side, lack of
transparency is another issue which may be face by the company because it affect the overall
data parameters in opposite manner (Pruinelli and et.al., 2016). Moreover, the privacy is
foremost ethical challenge that affect the overall data in opposite manner. Such that researcher
should make sure that all the data are protected and maintain privacy which means no third party
is involve during this stage so that the results are not affected in opposite manner.
When large data are collected during the researcher, ensure that proper confidentiality is
maintain so that it will not affect the results in opposite manner. Also, make sure that before in
order to store data, the researcher should replace data user with patent technology and this will
assist to get accurate results. Apart from this, they must be comply with the principle that assist
to generate accurate results. Such that, Private customer data and identity should be remain
private which means that all the legal requirement should be remain private and always take
consent from the respondents.

Also, the data must be collected and stored in the application which are specifically
designed in order to get the results that assist business growth (Grappiolo and et.al., 2019). Also,
they may be used some projective techniques that are actually help to collect large data and by
using Tableau they may analyze the best result that did not cause any wrong impact.
2.5 Data science in next step and potential solutions
In order to generate the best results, SPSS as a data science tool is used that will assist to
determine the outcomes at great accuracy. Also, this tool optimize less time as compared to other
tool because through this model, the professionals are able to focus on the statistical and analyse
the methodologies and also spend the less time while writing codes. On the other hand, utility is
also become another important issue for this which affect the task in negative manner. Itineract
Travel Co this methods that helps to overcome the issue and minimize the error as well.
Moreover, through the data science method, company also explore historical and also make
comparison to its competitors in order to analyze the market and then assist to recommend the
best products and services which they have to sell in a market. Also, using data science tool in
Itineract Travel Co will assist to make decision in the welfare of the company and provide data
driven evidence that assist to get accurate results. Also, machine learning and big data are some
another tool that is also used in order to stores and collect the information that cannot be affect
the entire data in opposite manner (Castellanoand Vessio, 2020). In addition to this, it is also
recommended to the company that they may use Apache Spark because it use most of the data
science tool and this is specifically designed in order to handle the batch processing and stream
processing. This tool assist to 100 times faster than MapReduce and make powerful prediction
by using specified description. In the same way, for Itineract Travel Co, it is more beneficial to
use Spark because it easily handle the streaming data and it also process the real time data as
compared to other historical data science tools.
In addition to this, it is also necessary for the company to use Spark because it handle the
streaming data and also consider highly efficient in cluster management that makes it better than
Hadoop as this is used for storage mainly. The features of Spark, is to enhance the speed of the
new data, this tool also assist to store all the important data within the memory and enhance the

speed in order to get the accurate results (Logar and et.al., 2020). On the other side, this tool is
used by company in future so that they get accurate results and company minimizes the issue of
searchability too. Moreover, using Spark as a science tool will help to make proper prediction in
their future and also get determine the purchasing experience of customers as well. In addition
to this, CCO is also used to let every member of the company know about the new system and
the problem through which a company face issue.
In order to overcome the problem, it is recommended to the quoted firm that they may
also use secondary data source collection in order to determine the exact information about rival
firm. Also, through secondary method, data are collected and help to analyze the methods or data
science tools which are used by the company in order to provide best customer experience to
their customers. On the other side, through primary data collection method, they may use
questionnaire and also get the feedback in order to generate the best results which may assist to
examine the bets outcomes as well.
On the other side, scaling the amount and increasing the range of source is essential because it
will provide a way to the company which further assist to minimize the issue that a company
will face (Johnson, 2020). In the same way , Itineract Travel Co also uses some of the advance
techniques that will assist to minimize the problem which a company face. Also, enhancing the
range of source is more beneficial so that it cannot leads to wrong information.
2.2.6 Statistics and Methodology
Methodology is seen as the specific process or the tools that are been used for
determining, processing, selecting and assessing an information regarding a particular research
problem. It includes employing different techniques of statistics in order to make the study
reliable and valid. In order to minimize the issue of searchability, researcher uses quantitative
data analysis method in which SPSS tool is used that will assist to determine the exact
relationship between two variables. SPSS is seen as the statistical software that is been used for
the analyzing the complex data. In this study SPSS is used by developing hypotheses with
regards to both the variables and applied regression analysis for showing the relationship present
or exist between the two variables.

As per the above, it has been analysed that descriptive and regression statistics is used that will
assist to determine the relationship between the difference takes place in the value of experience
and pilot recommendation. Moreover, through this method, exact findings are determine which
in turn assist to generate the best results for Itineract Travel Co. the results state that if the person
are highly experienced then they will easily recommended to others and determine their
experience as well.
Moreover, it is also analysed that through descriptive analysis, the mean, mode and
median is analyzed and this in turn assist to determine the results as well. As most of the
respondents are state that they should recommend to others so that they will get better results and
this in turn assist to help financial performance of the company (Saltz,Shamshurin and Connors,
2017). Regression analysis referred as the method that sorts out which variable might be having
an impact. This technique helps in assessing the relationship between two or more variables by
developing results and the hypotheses. It helps in showing the significant relationship between
the variables and shows that extent to which such variables are inter-related. It facilitates a
powerful statistical technique which allows the company for examining relationship between two
and more of the variables. It allows for better decision making for the business in the present and
the future conditions. Regression analysis enables in predicting the sales for a longer term and in
understanding level of inventory along with the supply and the demand analysis. It helps in
reviewing and understanding various variables which impacts all these things. In addition to
this, it is also analyzed that by using regression analysis, a research determine the correlation
between two factor and also predict the value of a variable which is based upon the value of
another variable in order to determine the dependent variable. In this, experience is depending
upon the recommendation and thus, it will assist to get the best outcome as well.
CONCLUSION
By summing up the above report it has been analyzed that there does not exist any kind
of significant relationship between experience and pilot recommendation because the p value
resulted as lower than 0.05. Moreover, data science methods could explore the historical, make
the comparison, analyze market, competition and provide recommendations accordingly. This
could help the business in understanding the way in which their respective products helps or

enables the other company. By this study it has been reflected that pilot recommendation and the
experience are counted as unrelated which that change in the one does not result to change in
another variable. Thus, different statistical techniques like regression, SPSS are been used as the
methodology for drawing reliable inferences and the results with respect to the hypotheses.

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