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你刚刚从市场营销专业的学士学位毕业。你受雇于卫生部（MoH），利用2018年人口普查的数据，分析新西兰人的吸烟行为。假设提供的数据是原始数据，卫生部希望了解奥克兰各族裔群体的吸烟行为趋势，以便更好地宣传健康促进活动，降低吸烟率/鼓励奥克兰人戒烟。我们向你提供了一个Excel电子表格，其中包含了完成市场研究报告所需的数据。
该数据文件可以在Canvas的模块下找到。
值得注意的是，卫生部希望确定最危险的目标市场（使用excel电子表格中提供的数据），并确定任何可能让更多奥克兰人戒烟的策略。此外，卫生部希望了解如何更好地与他们的目标市场沟通。
在这项任务中，你要考虑他们的管理决策问题（MDP）是。了解奥克兰人的吸烟趋势，并确定经常吸烟者中最有风险的市场。
卫生部也想到了一个合适的市场研究问题（MRP）。
MRP：确定新西兰人与吸烟有关的疾病的最大风险市场（来自2018年的人口普查
并确定减少新西兰人吸烟人数的机会。
写一份简短的市场研究报告，解决上述的MDP和MRP。你在第一部分的关键任务是。
总结趋势和理论背景
在MRP方面，你要概述和讨论从数据中得出的见解。讨论数据中出现的趋势和模式以及可能产生的任何影响。
提供一个简要的理论背景，说明什么是结构化和非结构化数据，机器学习，监督和非监督学习以及预测模型。为其他类型的数据提供建议，以帮助进一步确定经常吸烟者中最危险的市场。你的讨论还应该包括可能出现的任何道德问题。用二次研究来证明你的推理。
利用你在数据中发现的趋势和模式以及你建议收集的其他数据，向卫生部提供一个营销活动的大纲，旨在鼓励已确定的高风险目标市场戒烟。
这个活动可以是（但不限于）电子邮件营销、社交媒体广告、视频内容、静态图像、名人代言或电视广告。该活动应概述任何相关的措施，以备未来的数字分析研究，包括但不限于到达率、点击率、转换率和跳出率。证明你选择的营销活动和未来分析的措施是合理的。使用任务1中的证据（即主要或次要数据）证明你选择的营销活动。你的活动应该是原创内容。
以下是一个建议的结构。
- 第1页：标题页，包含课程代码（MKTG 202），一个描述性的、有趣的报告标题，任务的提交日期，你的全名，你的学生编号。
- 第2页：目录。
- 第3页：执行摘要（1/2页至3/4页）。这应该是对任务1和任务2的调查结果的总结。
任务1和任务2的发现。 - 第4-7页：这是页面限制的开始。
第4页：背景、问题定义和理论背景：最多1/2页的内容。
为什么需要这份报告？报告要解决的MDP和MRP（如果相关，还有其组成部分）是什么？你可以逐字逐句地复制和粘贴MDP和MRP，没有必要重新措辞。
第4/5页：任务1：最多两页，参照数据回答MRP，并就需要收集的其他数据提供建议。考虑将你的发现放在表格/图形中和/或使用信息图表，以节省空间；但记得也要简要地解释图形/表格/信息图表。
第6/7页：营销活动概述：大约1-2页，概述并说明你所建议的营销活动与相关措施。 - APA-7风格的参考文献列表（在新的一页）。
- 附录（在新的一页上）。附录可以包含任何与你的报告有关的补充材料。
报告的任何补充材料，但不符合你的页数限制。记住要确保关键的发现/重要的材料包含在你的报告正文中，而不是把所有的东西都放在附录中。同时，确保你在报告的主体部分让读者参考相关的附录。
You have just graduated from a BCom in Marketing. You have been hired by The Ministry of Health (MoH) to analyse the Smoking behaviour of New Zealanders, using data from the 2018 census. Assuming that the data provided is primary data, MoH wishes to understand the trends of smoking behaviour of various ethnic groups in Auckland in order to better advertise health promotion campaigns to reduce the smoking rate/encourage Aucklander’s to quit smoking. You have been provided with an excel spreadsheet containing the data needed to complete the market research report.
The data file can be found under Modules in Canvas.
Notably, MoH would like to identify the most at-risk target market (using the data provided in the excel spreadsheet) and identify any strategies that might get more Aucklander’s to quit smoking. Furthermore, the MoH wishes to understand how to better communicate to their target market.
For this assignment you are to consider their management decision problem (MDP) to be: To understand what the smoking trends of Aucklanders and identify the most at-risk market of regular smokers.
MoH have also thought of an appropriate marketing research problem (MRP).
MRP: Identify New Zealanders’ most at-risk market of smoking related illness (from the 2018 census)
and identify the opportunities for reducing the number of New Zealanders who smoke.
Write a short market research report addressing the MDP and MRP from above. Your key task for Part 1 is:
Summary of trends and theoretical background
In relation to the MRP, you are to outline and discuss the insights drawn from the data. Discuss the trends and patterns that emerge from the data and the any implications that may arise.
Provide a brief theoretical background on what structured and unstructured data are, machine learning, supervised and unsupervised learning and predictive modelling. Provide recommendations for other types of data to be collected to help further identify the most at-risk market of regular smokers. Your discussion should also include any ethical issues that may arise. Justify your reasoning with secondary research.
With the trends and patterns you have identified in the data and the other data you have suggested to collect, provide MoH with an outline of a marketing campaign designed to encourage the identified most-at risk target market to quit smoking.
This campaign can be (but is not limited to) e-mail marketing, social media advertisements, video content, static imagery, celebrity endorsement or TV advertisements. The campaign should outline any relevant measures, for future digital analytical research, including but not limited to reach, click rate, conversion rate and bounce rate. Justify your choice of marketing campaign and measures for future analytics. Justify your choice of marketing campaign using evidence from Task 1 (i.e. the primary or secondary data). Your campaign should be original content.
Below is a suggested structure:
• Page 1: Title page with course code (MKTG 202), a descriptive, interesting title of your report, submission date of your assignment, your full name, your student ID.
• Page 2: Table of contents.
• Page 3: Executive summary (1/2 page to 3/4 page). This should summarise the findings from Task
1 and Task 2 of the Assignment.
• Pages 4 – 7: This is where the page limit starts:
▪ Page 4: Background, problem definition and theoretical background: up to 1/2 of a page about
why is this report needed? What is the MDP and MRP (and its components if relevant) that the report will address? You CAN copy and paste the MDP and MRP word-for-word, there is no point in rephrasing them.
▪ Page 4/5: Task 1: up to 2 pages answering the MRP with reference to the data and providing recommendations for other data to be collected. Consider putting your findings in tables/graphs and/or using infographics to save space; but remember to briefly interpret the graph/table/infographic too.
▪ Page6/7:Outlineofmarketingcampaign:approximately1-2pagesoutliningandjustifyingyour proposed marketing campaign with the relevant measures.
• APA-7 style reference list (on a new page).
• Appendices (on a new page). Appendices may contain any supplementary material relating to your
report which doesn’t fit into your page limit. Remember to ensure that key findings/important material is included in the body of your report rather than putting everything in the appendices. Also, ensure that you refer the reader to the relevant appendices in the main body of your report.
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