Learning Objective:

The learning objective of Assignment 1 is to further develop your understanding and skills in social media analytics via performing analysis on two case studies.

1. Case Study A (used in Part A): you will be a service quality analyst working for British Airways to reveal the insights for improvement in their service quality. The study aims to educate the marketing, and service teams (hostesses and stewards) of their clients to improve their performance in the air, aiming to maximize customers’ satisfaction. The company is interested in critically evaluating the relationship between the reviews and the time of traveling as well as their influence on the different categories of ratings such as seat comfort, seat type, type of traveler, inflight entertainment, cabin staff service etc.
2. Case Study B (used in Part B): you will be a data scientist working for Netflix to help identify and introduce more potentially popular and good movies. To achieve this goal, you will need to analyze movie reviews based on the IMDB review dataset to help understand user preferences based on SAS Enterprise Miner (covered in the workshop activities on Week 4).