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 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, found in an Excel File called “Case Problem – Young Professional
Magazine.xlsx�.
Some of the survey questions are as follows:
What is your age?
Are you: Male ______ Female _______
Do you plan to make any real estate purchases in the next two years? Yes _____ No______
What is the approximate total value of financial investments, exclusive of your home, owned by you or
members of your household?
How many stock/bond/mutual fund transactions have you made in the past year?
Do you have broadband access to the Internet at home? Yes _____ No______
Please indicate your total household income last year.
Do you have children? Yes______ No_______
The file “Case Problem – Young Professional Magazine.xlsxâ€� contains the responses to these questions.
Your responsibility is to create a Managerial Report
Prepare a managerial report summarizing the results of the 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.
– Develop appropriate descriptive statistics to summarize the data.
– Develop 95% confidence intervals for the mean age and household income of subscribers.
– Develop 95% confidence intervals for the proportion of subscribers who have broadband access at home and the proportion of subscribers who have children.
– Would Young Professional be a good advertising outlet for online brokers? Justify your conclusion with statistical data.
– Would this magazine be a good place to advertise for companies selling educational software and computer games for young children?
– Comment on the types of articles you believe would be of interest to readers of Young Professional.