Solution
Aakarsh answered on
Jun 11 2021
Under Armour Analysis Technical Appendix
Under Armour Analysis Technical Appendix
June 12, 2019
1 Base EDA
1.1 Load and transform data
# Load data
data <- read.csv("Under_Armour.csv")
1.1.1 Review data on questionnaire
# Review data
head(data)
##
andatt1
andatt2
andatt3 Cause1
## 1 moderately agree slightly agree moderately agree moderately agree
## 2 slightly agree slightly agree slightly agree strongly agree
## 3 moderately agree strongly agree moderately agree moderately agree
## 4 slightly agree slightly agree slightly agree moderately agree
## 5 moderately agree moderately agree slightly agree moderately disagree
## 6 strongly agree strongly agree strongly agree strongly agree
## Cause2 Cause3 compan1 compan2
## 1 moderately agree strongly agree strongly agree moderately agree
## 2 slightly agree strongly agree moderately agree slightly agree
## 3 slightly agree strongly agree moderately agree moderately agree
## 4 moderately agree strongly agree moderately agree moderately agree
## 5 slightly agree moderately disagree neutral slightly agree
## 6 strongly agree strongly agree strongly agree strongly agree
## compan3 CSR1 CSR2 CSR3
## 1 strongly agree strongly agree neutral neutral
## 2 strongly agree moderately agree moderately agree neutral
## 3 strongly agree moderately agree moderately agree moderately agree
## 4 strongly agree strongly agree strongly agree strongly agree
## 5 moderately agree neutral moderately agree
## 6 strongly agree strongly agree strongly agree strongly agree
## environ1 environ2 environ3 knowledge1
## 1 strongly agree strongly agree strongly agree slightly agree
## 2 slightly agree slightly agree moderately agree
## 3 moderately agree slightly agree moderately agree strongly agree
## 4 strongly agree strongly agree strongly agree strongly agree
## 5 strongly agree moderately agree moderately agree neutral
## 6 strongly agree strongly agree strongly agree strongly agree
## knowledge2 knowledge3 materialism1 materialism2
## 1 moderately agree moderately agree neutral strongly disagree
## 2 moderately agree moderately agree slightly agree slightly agree
## 3 slightly agree moderately agree moderately agree slightly disagree
## 4 slightly agree slightly agree neutral moderately disagree
## 5 moderately agree strongly agree neutral neutral
## 6 strongly agree strongly agree slightly disagree strongly disagree
## materialism3 physfit1 physfit2 physfit3
## 1 strongly disagree strongly agree strongly agree moderately agree
## 2 moderately agree strongly agree strongly agree neutral
## 3 moderately agree strongly agree strongly agree strongly agree
## 4 slightly agree strongly agree strongly agree slightly agree
## 5 moderately disagree strongly agree strongly agree slightly agree
## 6 moderately disagree strongly agree strongly agree strongly agree
## Prodaest1 Prodaest2 Prodaest3 Prodaest4
## 1 slightly agree neutral neutral slightly agree
## 2 moderately agree slightly agree moderately agree moderately agree
## 3 strongly agree slightly agree moderately agree moderately agree
## 4 slightly disagree slightly agree slightly agree slightly agree
## 5 moderately agree moderately agree moderately agree neutral
## 6 neutral strongly agree strongly agree strongly agree
## Prodqual1 Prodqual2 Prodqual3 Prodvalue1
## 1 strongly agree slightly agree moderately agree slightly agree
## 2 strongly agree strongly agree strongly agree moderately agree
## 3 strongly agree moderately agree moderately agree moderately agree
## 4 strongly agree strongly agree moderately agree moderately agree
## 5 moderately agree moderately agree slightly agree neutral
## 6 strongly agree strongly agree strongly agree strongly agree
## Prodvalue2 prodpur1 prodpur2 prodpur3
## 1 neutral moderately agree moderately agree moderately agree
## 2 slightly agree moderately agree strongly agree moderately agree
## 3 moderately agree strongly agree strongly agree strongly agree
## 4 slightly agree strongly agree strongly agree strongly agree
## 5 moderately disagree moderately agree strongly agree moderately agree
## 6 slightly agree strongly agree strongly agree strongly agree
## Success1 Success2 Success3 Success4
## 1 neutral neutral slightly agree moderately agree
## 2 neutral slightly agree moderately agree strongly agree
## 3 strongly agree neutral slightly disagree strongly agree
## 4 neutral neutral slightly agree moderately agree
## 5 strongly agree neutral strongly agree strongly agree
## 6 strongly agree strongly agree slightly disagree strongly agree
## UAIntent1 UAIntent2 UAIntent3 Online
## 1 slightly agree slightly agree moderately agree neutral
## 2 slightly agree moderately agree strongly agree moderately agree
## 3 strongly agree strongly agree strongly agree strongly agree
## 4 slightly agree slightly agree slightly agree slightly agree
## 5 neutral neutral slightly agree neutral
## 6 strongly agree strongly agree strongly agree neutral
## Retail ExPerWeek ExTime PurchApp UAPurch myself significanto
## 1 neutral 3 30 yes no no no
## 2 moderately agree 6 150 yes yes yes no
## 3 strongly agree 6 120 yes yes yes no
## 4 moderately agree 6 180 yes yes yes no
## 5 slightly agree 7 150 yes yes yes no
## 6 strongly agree 6 120 yes yes yes no
## child father
other friend femalefammem womennofam sports
a headwea
## 1 no no no no no no no no
## 2 no no no no no no no no
## 3 no yes yes yes yes yes no no
## 4 no no no no no no no no
## 5 no no no no yes no yes no
## 6 no no no no no no yes no
## footwear shirt shorts outerwear pants other AdAthlete
## 1 no no no no no no no influence
## 2 no no no no no yes moderate positive influence
## 3 no yes yes yes yes no slight positive influence
## 4 no no no yes no no no influence
## 5 no no no yes no no no influence
## 6 no yes no no yes no strong positive influence
## family infoblog
## 1 moderate positive influence no influence
## 2 strong positive influence slight positive influence
## 3 strong positive influence strong negative influence
## 4 strong positive influence moderate positive influence
## 5 strong positive influence no influence
## 6 strong positive influence no influence
## adgen sale
## 1 no influence strong positive influence
## 2 moderate positive influence strong positive influence
## 3 moderate positive influence strong positive influence
## 4 slight positive influence strong positive influence
## 5 no influence strong positive influence
## 6 strong positive influence strong positive influence
## magad market
## 1 no influence no influence
## 2 moderate positive influence moderate positive influence
## 3 moderate positive influence slight positive influence
## 4 slight negative influence no influence
## 5 no influence slight positive influence
## 6 no influence strong positive influence
## onlinead peers
## 1 no influence moderate positive influence
## 2 strong positive influence slight positive influence
## 3 slight positive influence strong positive influence
## 4 slight negative influence slight positive influence
## 5 no influence no influence
## 6 no influence strong positive influence
## TVAd age income PersonalSuccess
## 1 no influence 22 100,000-149,999 0.75
## 2 moderate positive influence 19 1.50
## 3 moderate positive influence 19 100,000-149,999 1.25
## 4 no influence 18 below 20,000 0.75
## 5 no influence 19 below 20,000 2.25
## 6 strong positive influence 19 80,000-99,999 2.00
## BrandAttitude UApurchInt Companionship Environment Knowledge Materialism
## 1 1.666667 1.3333333 2.666667 3.000000 1.666667 -2.0000000
## 2 1.000000 2.0000000 2.000000 1.000000 2.000000 1.3333333
## 3 2.333333 3.0000000 2.333333 1.666667 2.000000 1.0000000
## 4 1.000000 1.0000000 2.333333 3.000000 1.666667 -0.3333333
## 5 1.666667 0.3333333 1.000000 2.333333 1.666667 -0.6666667
## 6 3.000000 3.0000000 3.000000 3.000000 3.000000 -2.0000000
## PhysicalFitness ProductAesthetics ProductValue ProductQuality
## 1 2.666667 0.50 0.5 2.000000
## 2 2.000000 1.75 1.5 3.000000
## 3 3.000000 2.00 2.0 2.333333
## 4 2.333333 0.50 1.5 2.666667
## 5 2.333333 1.50 -1.0 1.666667
## 6 3.000000 2.25 2.0 3.000000
## Intpurchaseproduct CSR SupportCause Cluste
## 1 2.000000 1.000000 2.333333 Environmentalists
## 2 2.333333 1.333333 2.333333 Fitness Enthusiasts
## 3 3.000000 2.000000 2.000000 Hedonists
## 4 3.000000 3.000000 2.333333 Environmentalists
## 5 2.333333 1.000000 -1.000000 Fitness Enthusiasts
## 6 3.000000 3.000000 3.000000 Environmentalists
## filter_.
## 1 Not Selected
## 2 Not Selected
## 3 Selected
## 4 Not Selected
## 5 Not Selected
## 6 Not Selected
Further investigations need be explored in the questionnaire
1.1.2 Review data on questionnaire
# Review data
str(data)
## 'data.frame': 230 obs. of 93 variables:
## $
andatt1 : Factor w/ 7 levels "moderately agree",..: 1 4 1 4 1 6 1 1 3 3 ...
## $
andatt2 : Factor w/ 7 levels "moderately agree",..: 4 4 6 4 1 6 4 1 3 3 ...
## $
andatt3 : Factor w/ 7 levels "moderately agree",..: 1 4 1 4 4 6 3 1 4 3 ...
## $ Cause1 : Factor w/ 7 levels "moderately agree",..: 1 6 1 1 2 6 1 4 1 1 ...
## $ Cause2 : Factor w/ 7 levels "moderately agree",..: 1 4 4 1 4 6 5 4 3 3 ...
## $ Cause3 : Factor w/ 7 levels "moderately agree",..: 6 6 6 6 2 6 6 4 1 4 ...
## $ compan1 : Factor w/ 7 levels "moderately agree",..: 6 1 1 1 3 6 6 4 1 1 ...
## $ compan2 : Factor w/ 7 levels "moderately agree",..: 1 4 1 1 4 6 6 4 1 1 ...
## $ compan3 : Factor w/ 6 levels "moderately agree",..: 5 5 5 5 1 5 5 4 5 5 ...
## $ CSR1 : Factor w/ 7 levels "moderately agree",..: 6 1 1 6 3 6 6 4 4 6 ...
## $ CSR2 : Factor w/ 7 levels "moderately agree",..: 3 1 1 6 NA 6 1 3 4 4 ...
## $ CSR3 : Factor w/ 7 levels "moderately agree",..: 3 3 1 6 1 6 6 4 1 4 ...
## $ environ1 : Factor w/ 7 levels "moderately agree",..: 6 4 1 6 6 6 6 4 4 5 ...
## $ environ2 : Factor w/ 6 levels "moderately agree",..: 5 NA 4 5 1 5 5 4 1 3 ...
## $ environ3 : Factor w/ 7 levels "moderately agree",..: 6 4 1 6 1 6 6 4 1 3 ...
## $ knowledge1 : Factor w/ 7 levels "moderately agree",..: 4 1 6 6 3 6 6 1 4 6 ...
## $ knowledge2 : Factor w/ 7 levels "moderately agree",..: 1 1 4 4 1 6 1 6 3 1 ...
## $ knowledge3 : Factor w/ 7 levels "moderately agree",..: 1 1 1 4 6 6 6 1 3 1 ...
## $ materialism1 : Factor w/ 7 levels "moderately agree",..: 3 4 1 3 3 5 2 3 3 1 ...
## $ materialism2 : Factor w/ 7 levels "moderately agree",..: 7 4 5 2 3 7 5 3 3 4 ...
## $ materialism3 : Factor w/ 7 levels "moderately agree",..: 7 1 1 4 2 2 3 3 3 1 ...
## $ physfit1 : Factor w/ 6 levels "moderately agree",..: 5 5 5 5 5 5 5 5 5 5 ...
## $ physfit2 : Factor w/ 6 levels "moderately agree",..: 5 5 5 5 5 5 5 5 5 5 ...
## $ physfit3 : Factor w/ 6 levels "moderately agree",..: 1 3 5 4 4 5 5 5 4 4 ...
## $ Prodaest1 : Factor w/ 7 levels "moderately agree",..: 4 1 6 5 1 3 1 6 3 4 ...
## $ Prodaest2 : Factor w/ 7 levels "moderately agree",..: 3 4 4 4 1 6 4 4 3 3 ...
## $ Prodaest3 : Factor w/ 7 levels "moderately agree",..: 3 1 1 4 1 6 1 1 3 4 ...
## $ Prodaest4 : Factor w/ 7 levels "moderately agree",..: 4 1 1 4 3 6 4 3 4 4 ...
## $ Prodqual1 : Factor w/ 7 levels "moderately agree",..: 6 6 6 6 1 6 6 6 1 6 ...
## $ Prodqual2 : Factor w/ 6 levels "moderately agree",..: 4 5 1 5 1 5 5 5 1 1 ...
## $ Prodqual3 : Factor w/ 7 levels "moderately agree",..: 1 6 1 1 4 6 6 6 3 1 ...
## $ Prodvalue1 : Factor w/ 7 levels "moderately agree",..: 4 1 1 1 3 6 1 6 3 1 ...
## $ Prodvalue2 : Factor w/ 7 levels "moderately agree",..: 3 4 1 4 2 4 6 1 3 4 ...
## $ prodpur1 : Factor w/ 7 levels "moderately agree",..: 1 1 6 6 1 6 6 6 4 6 ...
## $ prodpur2 : Factor w/ 7 levels "moderately agree",..: 1 6 6 6 6 6 6 6 3 6 ...
## $ prodpur3 : Factor w/ 7 levels "moderately agree",..: 1 1 6 6 1 6 6 1 3 6 ...
## $ Success1 : Factor w/ 7 levels "moderately agree",..: 3 3 6 3 6 6 3 4 4 1 ...
## $ Success2 : Factor w/ 7 levels "moderately agree",..: 3 4 3 3 3 6 2 3 3 4 ...
## $ Success3 : Factor w/ 7 levels "moderately agree",..: 4 1 5 4 6 5 5 4 3 4 ...
## $ Success4 : Factor w/ 7 levels "moderately agree",..: 1 6 6 1 6 6 6 1 4 4 ...
## $ UAIntent1 : Factor w/ 7 levels "moderately agree",..: 4 4 6 4 3 6 4 1 3 3 ...
## $ UAIntent2 : Factor w/ 7 levels "moderately agree",..: 4 1 6 4 3 6 3 1 3 3 ...
## $ UAIntent3 : Factor w/ 7 levels "moderately agree",..: 1 6 6 4 4 6 3 1 3 3 ...
## $ Online : Factor w/ 7 levels "moderately agree",..: 3 1 6 4 3 3 6 2 5 4 ...
## $ Retail : Factor w/ 7 levels "moderately agree",..: 3 1 6 1 4 6 6 6 3 1 ...
## $ ExPerWeek : int 3 6 6 6 7 6 6 6 5 6 ...
## $ ExTime : int 30 150 120 180 150 120 120 120 120 120 ...
## $ PurchApp : Factor w/ 2 levels "no","yes": 2 2 2 2 2 2 2 2 2 2 ...
## $ UAPurch : Factor w/ 2 levels "no","yes": 1 2 2 2 2 2 2 2 2 1 ...
## $ myself : Factor w/ 2 levels "no","yes": 1 2 2 2 2 2 2 2 2 1 ...
## $ significanto : Factor w/ 2 levels "no","yes": 1 1 1 1 1 1 1 1 1 1 ...
## $ child : Factor w/ 2 levels "no","yes": 1 1 1 1 1 1 1 1 1 1 ...
## $ father : Factor w/ 2 levels "no","yes": 1 1 2 1 1 1 1 1 1 1 ...
## $
other : Factor w/ 2 levels "no","yes": 1 1 2 1 1 1 1 1 1 1 ...
## $ friend : Factor w/ 2 levels "no","yes": 1 1 2 1 1 1 1 1 1 1 ...
## $ femalefammem : Factor w/ 2 levels "no","yes": 1 1 2 1 2 1 1 1 1 1 ...
## $ womennofam : Factor w/ 2 levels "no","yes": 1 1 2 1 1 1 1 1 1 1 ...
## $ sports
a : Factor w/ 2 levels "no","yes": 1 1 1 1 2 2 1 2 2 1 ...
## $ headwear : Factor w/ 2 levels "no","yes": 1 1 1 1 1 1 1 1 1 1 ...
## $ footwear : Factor w/ 2 levels "no","yes": 1 1 1 1 1 1 1 1 2 1 ...
## $ shirt : Factor w/ 2 levels "no","yes": 1 1 2 1 1 2 2 2 2 1 ...
## $ shorts : Factor w/ 2 levels "no","yes": 1 1 2 1 1 1 1 2 2 1 ...
## $ outerwear : Factor w/ 2 levels "no","yes": 1 1 2 2 2 1 1 1 1 1 ...
## $ pants : Factor w/ 2 levels "no","yes": 1 1 2 1 1 2 1 1 2 1 ...
## $ other : Factor w/ 2 levels "no","yes": 1 2 1 1 1 1 1 2 1 1 ...
## $ AdAthlete : Factor w/ 7 levels "moderate negative influence",..: 3 2 5 3 3 7 5 3 3 5 ...
## $ family : Factor w/ 7 levels "moderate negative influence",..: 2 7 7 7 7 7 2 3 7 5 ...
## $ infoblog : Factor w/ 7 levels "moderate negative influence",..: 3 5 6 2 3 3 6 1 3 6 ...
## $ adgen : Factor w/ 7 levels "moderate negative influence",..: 3 2 2 5 3 7 2 3 3 7 ...
## $ sale : Factor w/ 6 levels "moderate negative influence",..: 6 6 6 6 6 6 6 2 4 6 ...
## $ magad : Factor w/ 7 levels "moderate negative influence",..: 3 2 2 4 3 3 5 5 3 3 ...
## $ market : Factor w/ 7 levels "moderate negative influence",..: 3 2 5 3 5 7 2 3 3 3 ...
## $ onlinead : Factor w/ 7 levels "moderate negative influence",..: 3 7 5 4 3 3 5 4 3 4 ...
## $ peers : Factor w/ 6 levels "moderate negative influence",..: 2 5 6 5 3 6 6 3 2 2 ...
## $ TVAd : Factor w/ 7 levels "moderate negative influence",..: 3 2 2 3 3 7 5 3 5 2 ...
## $ age ...