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In this task, you will have the opportunity to deepen your understanding of the relevant statistical concepts and techniques by applying them to real world data.
Topic – Internet users
The history of the Internet began with the development of computers in the 1950s. In 1982 the Internet Protocol Suite (TCP/IP) was standardized and the concept of a world-wide network of fully interconnected TCP/IP networks called the Internet was introduced. Commercial internet service providers (ISPs) began to emerge in the late 1980s and 1990s. Since the mid-1990s the Internet has had a drastic impact on culture and commerce.
As such this semester we are researching the numbers of internet users – a topic that is of interest in many areas of business, but we will approach it from the following perspective. The idea is that you are working at a large global advertising company. At a meeting, a media story is discussed and there is interest at the reports mention that in 2010 in the US alone, online advertising achieved revenue levels of $26 billion. Your boss decides that it is important to have a better understanding of the levels of internet users and in particular whether the user levels are still increasing; so as to think about what the implications are and possible strategic applications of such knowledge.
As such you have been asked to firstly provide an historical review for the US focusing on the number of internet users during the period from 2000 to 2010, as well as the total revenue from online advertising. This will provide an excellent starting point to then consider how many new internet users there were during 2010, on a global perspective. The global study will consist of an initial review at what levels of new users can be observed, followed by analysis of what factors may have influenced these levels.
The first dataset (which is available in the worksheet Historical) contains the historical review information relating to US internet user levels, as well as US online advertising revenue. This data has been sourced from PricewaterhouseCoopers and the dataset includes:
• Year
• Online ad revenue ($ millions)
• US Internet users (per 100)
The second dataset (which is available in the worksheet Current) contains detailed information relating to 160 countries. This data has been sourced from the World Bank and the dataset includes:
• Country
• Region
• GDP growth (annual %)
• Life expectancy at birth (total years)
• Population ages 15-64 (% of total)
• New internet users in 2010 (per 100)
Tasks
As a research officer, you have been asked to summarise, analyse and interpret each of the datasets. Specific tasks include the following:
1 Historical data – your focus is US internet user levels and online advertising revenue
a. Prepare a chart(s) to summarise the historical information
b. Analyse & interpret the data; noting any key features
2 Current data – your focus is New internet users (per 100) and what influences these levels
a. Consider the distribution of New internet users (per 100) for 2010
i. Prepare a chart to summarise the distribution
ii. Analyse & interpret the data; noting any key features
b. Consider the following bivariate relationships to determine which of the following factors most influence the levels of new internet users.
• Region
• GDP growth (annual %)
• Life expectancy at birth (total years)
• Population ages 15-64 (% of total)
For each of the above bivariate relationships you should:
i. Prepare a table or chart(s) to summarise the data
ii. Analyse & interpret the data; noting any key features
Please note that part of this task is for you to assess which is the most appropriate table/chart to use for each section of analysis and generally this will mean that you need to try various options before making your final decision.
As well, it is important to note that it is OK to include more than one table or chart per section of analysis SO LONG as there is a good reason to do so i.e. you would only include more than one table or chart if you need them to show additional analysis. For example, one option to extend your analysis is to consider the influence of two variables simultaneously on the number of new internet users (i.e. trivariate analysis).
You are to prepare a report to summarise your findings.
Report structure
As a research report your work should be presented in a professional manner and the report should be structured accordingly.
1. Executive summary
a. The report MUST INCLUDE an EXECUTIVE SUMMARY.
b. Length: 300 words.
c. What is an executive summary?
An executive summary is a report, proposal, or portfolio, etc in miniature (usually one page or shorter). That is, the executive summary contains enough information for the readers to become acquainted with the full document without reading it. Usually, it contains a statement of the problem, some background information, a description of any alternatives, and the major conclusions. Someone reading an executive summary should get a good idea of main points of the document without becoming bogged down with details.
That is, the executive summary contains enough information for the readers to become acquainted with the full document without reading it. Usually, it contains a statement of the problem, some background information, a description of any alternatives, and the major conclusions. Someone reading an executive summary should get a good idea of main points of the document without becoming bogged down with details.
The executive summary is a highly condensed version of the most important information the full document contains. The executive summary is placed at the beginning of the document.
With the possible exception of the conclusion and recommendation, the executive summary is the most important part of a report. As such, it should be the best-written and most polished piece of the document. This is because many readers may only look at the executive summary when deciding whether or not to read the entire document. In some companies, the executive summaries are distributed so that employees are informed as to what information is available, and interested readers may request the entire document. In short, you may expect that an executive summary will be read more frequently and by more people than will your entire document.
2. Technical report
a. The TECHNICAL REPORT will include all of the ‘Tasks’ described above.
b. Length: 1200 words.
Marking Criteria
Your report will be assessed according to the criteria sheet provided on Bb. You should read through the criteria sheet carefully so as to be aware of the criteria on which your research report will be graded. Please remember to attach a copy of the criteria sheet to the report you submit (it can be downloaded separately from the Blackboard site).
ADDITIONAL INFORMATION
Terminology
If you are not familiar with any of the terminology used in this assessment item, we would recommend that you undertake some general reading on this topic.
Referencing
The research report is primarily based on the data provided. If however you wish to include additional information, then please include a bibliography. However please note that the focus of this research report is on the summation, analysis and interpretation of the data itself and so generally we would NOT expect to see any references.
Late submissions and extensions
All information relating to the late submission policy and the procedure for applying for an extension is included on the Blackboard site in the Assessment section.
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