Solomon Thomas MMG 506 Qualitative AnalysisInstructor: C. Ker PhD.Date May 6, 2010

Financial Report

This report is based on a survey which can help a Commercial Bank’s Marketing Division determine whether most drivers are bankers, whether they use debit cards , and whether they do most of their shopping online.

Introduction

Every so often companies conduct studies to help them determine how to market their

goods and services, and, to which segment of a particular group or population they should

target. This survey was done with the intention of finding out whether individuals who were

drivers owned bank accounts. The total number of responses is twenty (20), twelve of whom

are males and eight are females. The data was collected over a period of approximately two

weeks.

All participants are adults who are at least eighteen (18) years of age, and chose to

remain anonymous.

Table of Contents

Introduction...............................................................................................1

Table of Contents....................................................................................2

Section I....................................................................................................3

The Data.............................................................................................3

Section II..................................................................................................4

Histograms for ATM/Debit and driver’s License...............................4

Section III.................................................................................................6

Summary Statistics...........................................................................6

Section IV.................................................................................................7

Pivot Table and Chart........................................................................7

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Section I

The Data

The study is based upon the total number of responses. Table 1 showed that the total

number of responses is twenty (20). All individuals surveyed had an ATM/Debit card: At least

60% or six of the individuals surveyed had an ATM/debit Card. One person owned three (3)

Cards and another owned eight (8). Four males and one female or 25% of those surveyed had

no driver's license. Some were students at Cambridge College, others are work associates,

online friends from websites such as Facebook and a few are relatives. At least three were

not local residents of Massachusetts.

Item # GenderDriver's License ATM/Debit

1 Male 0 12 Male 1 33 Male 1 24 Male 0 15 Female 1 36 Male 1 17 Male 0 18 Male 1 89 Female 1 110 Male 0 111 Female 1 112 Female 1 113 Male 1 114 Male 0 115 Female 1 116 Female 1 317 Female 1 218 Male 1 119 Male 1 220 Female 0 2

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Section II

Histograms for ATM/Debit and Driver’s License

The table below provides a cumulative effect for all individuals surveyed as

being having a driver’s license or not having a driver’s license. In terms of percentage

25% or 5 had no driver’s license. Fifteen (15) of those surveyed owned a valid drivers

license.

Bin Frequency Cumulative %0 5 25.00%

0.25 0 25.00%0.5 0 25.00%0.75 0 25.00%More 15 100.00%

Histogram

0

10

20

0 0.250.50.75More

Bin

Fre

qu

ency

0.00%

100.00%

200.00%

Frequency

Cumulative %

For the same information, the Histogram above provides a picture of the

frequency as well as the cumulative percentage for those who have a driver’s license

as well as for those who do not own a driver’s license in the survey.

The table below presents an interesting insight of the cumulative effect for all

individuals surveyed who owned either a Debit or ATM card. Twelve (12) or Sixty

percent (60%) of those surveyed used one ATM/Debit card. Four persons used at least

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two cards. The fact that over 50% of those who were surveyed were drivers and

owned an ATM/Debit card brings a strong co-relationship between Drivers and

bankers.

Bin Frequency Cumulative %1 12 60.00%

2.75 4 80.00%4.5 3 95.00%6.25 0 95.00%More 1 100.00%

For the same information provided, the Histogram below provides a picture of

the frequency as well as the cumulative percentage for those who have used at least

one ATM or Debit Card. Since an ATM or Debit is issued by each bank individually,

it is safe to say that those who owned more than one card - in this study it is 8

individuals - do their banking with different banking institutions.

Histogram

0

10

20

1 2.754.56.25More

Bin

Fre

qu

ency

0.00%

100.00%

200.00%

Frequency

Cumulative %

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Section III

Summary Statistics

Column1   Column2  

Mean 0.7 Mean 1.9Standard Error 0.1 Standard Error 0.4Median 1.0 Median 1.0Mode 1.0 Mode 1.0Standard Deviation 0.5

Standard Deviation 1.6

Sample Variance 0.2 Sample Variance 2.7Kurtosis -1.2 Kurtosis 11.2Skewness -0.9 Skewness 3.1Range 1.0 Range 7.0Minimum 0.0 Minimum 1.0Maximum 1.0 Maximum 8.0Sum 14.0 Sum 37.0Count 20.0 Count 20.0

Column 1 of the table above represents a summary of the data provided for the

survey in which individuals said that they had a driver’s license. Since there can be

only one answer for the question of driver’s license ownership, the mean is .7, which

is almost one. The median, range and mode are all the same: One (1). The minimum

count is 0, and the maximum is 1. A total of 20 individuals were counted for driver’s

license, 14 of which had licenses.

On the contrary, Column 2 represents a summary of the data provided for the

survey in which individuals said whether they owned an ATM or Debit Card(s). The

data summary here is different from the first column in the sense that one individual

can own several cards. So there were much more differences in the response data. The

mean is 1.9, which is almost two. The median and mode are both one (1), respectively.

The minimum count is 1, and the maximum is 8. A total of 14 were counted for

driver’s licenses, and a total of 37 cards were counted.

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Section IV

Pivot Table and Chart

The pivot table below is used to illustrate the gender composition of the

participants of those surveyed in the study. A significant portion (12) of the

participants was male, and eight (8) were female. This is depicted by the second

column or bar located on the right. The shorter bar to the left represents the number of

females who participated in the study.

Total

8

12

0

2

4

6

8

10

12

14

Female Male

Total

Count of Gender

Gender

7

Pivot Chart:

Count of Gender  Gender Total PercentageFemale 8 40.00%

Male 12 60.00%Grand Total 20 100.00%

In a simplified approach to the analysis, the pivot chart above shows the

percentage of participants who either owned a driver’s license and an ATM/Debit card

or both based on gender.

Forty percent (40%) were female and Sixty percent (60%) were males.

Summary

Based upon the analysis of the information obtained for this study, it appears

that most drivers tend to be bankers and male. All participants were English-speaking.

All females surveyed in the study are African-American or Black. Since the majority

of males and females had ATM/Debit cards it is safe to say that individuals with

driver’s licenses are an ideal target group for a marketing campaign which promote a

new bank product or for certain special offers.

There are certain limitations for the study: Concerns, such as employment

status, citizenship, credit score and history and other factors may be taken into

consideration when qualifying individuals for certain bank services.

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