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For the final graded assignment (worth 200 points), you will be using the Lucky Strike 2018.sav
and Lucky Strike 2019.sav data files.
For this paper, please assume that you are the Vice-President of Research for Infinity Consulting,
Inc., a consumer behavior research firm. Many of your clients are gaming companies, including
Lucky Strike, Inc., a multinational casino resort firm. In this assignment, you have been asked to
analyze year over year data to develop a Status Update and Recommendations report for Lucky
Strike’s Biloxi, Mississippi property. The two files provided represent year over year random
samples of customers at the property. Both samples were extracted in the 12 months of their
respective years.
It is early 2020, and your task is to analyze the data and prepare a formal report for the corporate
office at Lucky Strike. Your report should depict an analysis of the past two years, any important
movement, and include a logical discussion on possible reasons for any changes, good or bad.
Again, please remember to look below the surface and beyond the obvious. Please also explain
your analysis and statistical findings. Of note, MSLI is an acronym for Mean Summated Loyalty
Index which is derived by summing the coded values to individual answers to four loyalty-based
questions: Level of Satisfaction, Likelihood of Return, Likelihood to Recommend, and
Comparative Value. The MSLI has proven to be a representative proxy to overarching customer
loyalty. The MSLI average in the gaming industry typically ranges from 15.5 (low) to 17.5
(high).
You can utilize any method we’ve covered to analyze these variables and to search for
relationships (Descriptives, Frequencies, Select If, Means, Explore, Graphs or Charts, Crosstabs,
Correlation, t-tests, ANOVA, simple regression, multiple regression, non-parametrics). The
choice is yours. Spend some time thinking about other variables that you think are related to
these variables. On this assignment especially, you should spend a lot of time analyzing data –
and then pick the most effective analyses and communication devices.

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