Tobacco Industry Is Smoking Gun Marketing Research Help

Examination of secondary data sources uncovered the facts that tobacco smoking is responsible for 30 percent of all cancer deaths in the United States and is a leading cause of heart disease, along with being associated with problems such as colds, gastric ulcers, chronic bronchitis, emphysema, and other diseases. Do tobacco companies share an ethical responsibility for this situation? Is it ethical for these companies to employ marketing research to create glamorous images for cigarettes that have a strong appeal to the target market? It is estimated that advertising by the tobacco industry based on systematic research has a part in creating more than 3,000 teenage smokers each day in the United States. Advertising for Camel cigarettes through the Old Joe cartoon advertisements increased Camel’s share of the illegal children’s cigarette market segment from 0.5 percent to 32.8 percent-representing sales estimates at $476 million per year. These detrimental effects are not limited to the United States. Not only is the tobacco industry enticing children to smoke. but it also targets other less informed populations such as Third World countries because this is a way for tobacco companies to replace those smokers that quit or

Statistical Software

In addition to a number of specialized programs, the mainframe and microcomputer versions of the major statistical packages have reporting procedures. We discuss the use of SPSS and SAS in detail in the subsequent sections. Here, we briefly describe the use of MINITAB and EXCEL. MINITAB also has the capability to create graphs and charts and edit them for use in reports or professional presentations. Graphs can be created using GRAPH>PLOT, or GRAPH>CHART, or GRAPH>HISTOGRAM. Editing can be done using EDIT>EDIT LAST COMMAND DIALOG. Excel has extensive charting capabilities and, through Microsoft Office, provides a direct link to Word and PowerPoint for report preparation and presentation

Other online and software packages are also available for efficiently producing graphs, charts, tables, and indeed entire reports by largely automating the process to make it more efficient. E-Tabs is one example of a system designed for reporting continuous, tracking, syndicated, and customized projects and facilitating multilevel reporting. One of their products, E-Tabs Enterprise, automates the production of charts, graphs, summary tables, and reports directly from the research data and updates them automatically for every wave, region, or brand. This can significantly
boost productivity for the time-consuming risk of creating charts from ongoing tracking studies.

SPSS Window

Whereas the normal graphs can be produced using the Base module of SPSS, for more extensive graphing, the DeltaGraph package can be used. This package has extensive graphing capabilities with 80 chart types and 200 chart styles.

Likewise, the program enables the researcher to create even complicated tables. For example, the results of multiple response tables.can be’i:bndensed into a single table. The researcher can create a polished look by changing the column width, adding boldface, drawing lines, or aligning.

SmartViewer enables the researcher to distribute reports, graphs, tables, even pivotal report cubes, over the Web. Company managers can be empowered to interact with the results by putting a report cube on the Web, intranet, or extranet. Thus, they can answer their own questions by drilling down for more detail and creating new views of the data

SAS Enterprise Guide

SAS Learning Edition is especially useful for reporting. Results from SAS learning Editiorl can'” be used to create a customized report that can be printed, exported. and shared with other applications. Multiple results can be added to reports with text and images and there is great flexibility in arranging the results in the report. When output included in customized reports is updated, the results in the report are automatically refreshed.

SAS Learning Edition provides comprehensive graphing capabilities. More than 80 chart types are available and can be created as ActiveX (dynamic or image). Javc Applets (dynamic or image), GiFs or jPEGs.

The OLAP Analyzer within SAS Learning Edition enables you to access and analyze data that is stored in an OLAP cube. You can -slice and dice data as needed to explore the information, as well as drill through to underlying detailed data. Individual views on multidimensional information can be saved as bookmarks for easy reuse, and slices from multidimensional information can be provided to other analytical tasks

The Document Builder within SAS Learning Edition can be used to combine the HTML results from multiple tasks in your project into a single document that can be shared with others.

SAS Enterprise Guide also enables users to publish data and task results to predefined channels, which function as repositories to which users can subscribe. Any reports that are published to a channel will automatically be delivered to all of that channel’s subscribers through e-mail or some other method.

Posted on December 1, 2015 in Report Preparation and Presentation

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