Data : symbols

4. Data: symbols Information: data that are processed to be useful; provides answers to "who", "what", "where", and "when" questions Knowledge: application of data and information; answers "how" questions Understanding: appreciation of "why" Wisdom: evaluated understanding. From: Gene Bellinger, Durval Castro, Anthony Mills (http://www.systems-thinking.org/dikw/dikw.htm)

5. Our Mission(should we choose to accept it) • Approached to help a local grocery story figure out whether they have segments in their customer base. • Whether the segments indicate different operations strategies • They think it’s about average age, sex and time of day. • Matters because they want to shape the shopping experience around average shoppers and they think time of day matters.

6. Design • Random intercept survey of customers at three times of day (weekdays): • 9am • 5:30pm • Midnight • Short survey: • Sex (nominal) • # of items (ratio) • Age (ratio) • Rate shopping experience (ordinal – poor, good, excellent)

7. Analysis Plan?

8. The Basics • n = 120 • 9am: n = 40 • 5:30pm: n = 40 • Midnight: n = 40 • Women = 64 (53%) • Men = 56 (47%) • Rating of shopping experience: • Poor = 30% • Good = 37% • Excellent = 33% • Average # of items = 16 • Average Age = 35

9. 5:30 pm • 60% female; 40% male • Average age: 35 • Average # of items: 12 • Rating: 45%/18%/40% 9 am • 70% female; 30% male • Average age: 37.6 • Average # of items: 30 • Rating: 30%/40%/30% Midnight • 30% female; 70% male • Average age: 31 • Average # of items: 5 • Rating: 22%/46%/30%

10. What next?

11. Data to Information to Knowledge?