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Cass Undergraduate Programme
BSc (Hons) Degree in Business Management
BSc (Hons) Degree in Business with Finance
BSc (Hons) Degree in Business with Marketing
BSc (Hons) Degree in International Business
BSc (Hons) Degree in Business Management, Digital Innovation and
Entrepreneurship
BM3100 Research Methods and Data Analytics
Stage 3 Examination
January 2021
2 hours 15 mins
Instructions to students:
There are TWO Sections in this Open Book exam paper. Candidates should answer Any FIVE of
the EIGHT questions in Section A. The ONE question in Section B is Compulsory and all student
should answer it.
Only your first answers within the rubric will be marked. Do not attempt additional questions outside
of the rubric. For example, if you are asked to answer 3 from a selection of 5 questions – either in an
assessment or a section within an assessment – and you answer 4, only the first 3 as they appear
in your script will be marked, the 4th will be disregarded. Any work you do not wish to be taken into
consideration should be deleted or clearly crossed through.
If you believe a question to be ambiguous you are advised to make reasonable assumptions
provided they are consistent with the facts given in the question. State any such assumptions
clearly in your answer and proceed. If you believe there to be an error in the question state this
and proceed.
Each question in Section A is worth 10 Marks. The total marks for Section A is 50%. The
compulsory question in Section B is worth 50 Marks (50%).
This examination paper consists of 6 printed pages including the title page.
Materials:
This paper should be typed.
All assessment will need to be submitted to the Moodle dropbox as one single pdf file
All submissions must be labelled in the correct format of your Student ID followed by a full stop followed
by the module code:
o 9digitnumber.ModuleCode (shown on the cover of all assessment as two letters followed by four
numbers)
Any queries should be addressed to: [email protected]
Internal Examiner: Professor Feng Li, Dr Martin Rich & Dr Feng Zhou
External Examiner: Dr Alex Bristow
Page 1 of 6
Section A – Candidates should answer Any FIVE of the EIGHT questions in Section One. Each
question is worth 10 marks. The total marks for Section One is 50%.
Question 1 (Less than 300 words)
Your manager wants you to use the online customer review data from Amazon.co.uk, in order to
understand the top five chairs (or desks) for staff who are working from home during the COVID-19
pandemic period. Based on the content and knowledge that you have learnt from the data
analytics, please describe a plan of your data analysis process for this project, think about any
issues that may occur and possible solutions.
(10 marks)
Question 2 (Less than 300 words)
Explain what are common biases in data collection (both qualitative and quantitative)? Based on
your own judgement and supportive argument, please select and explain three of them that are
potentially most relevant to your group assignment that have already been submitted and discuss
how to avoid these biases.
(10 marks)
Question 3 (Less than 300 words)
A student collects and records her own key events of daily life in each day, in order to do data
analysis and to understand the main events/reasons that affect her exam performances and
results.
i) Explain the data type in each column of the following table.
(5 marks)
ii) In your opinion, what other data can be collected to analyse this research?
(5 marks)
Column_1 Column_2
Column_3
Column_4
When
Where location details (gps coordinates)
01/01/2020
home
51°30’3.60″ N 0°08’31.20″ E
02/01/2020
home
51°30’3.60″ N 0°08’31.20″ E
03/01/2020
library
51°29’53.91″ N 0°10’36.78″ E
04/01/2020
library
51°29’53.91″ N 0°10’36.78″ E
05/01/2020
home
51°30’3.60″ N 0°08’31.20″ E
06/01/2020 restaurant
51°30’11.88″ N 0°07’10.92″ E
07/01/2020 restaurant
51°30’11.88″ N 0°07’10.92″ E
08/01/2020 restaurant
51°30’11.88″ N 0°07’10.92″ E
09/01/2020 museum
51°30’17.39″ N 0°04’20.40″ E
10/01/2020 museum
51°30’17.39″ N 0°04’20.40″ E
….
….
….
What
Study and read books
Watch film
Read books
Do assignment
Play computer games
Eat food with friends
Do part-time job
Eat food alone
Enjoy study break
See new exhibition
….
Column_5
Column_6 Column_7
Time spent Money spent Satisfaction
(hour)
(GBP)
level
3
-20.99
Good
2
-13.99
Bad
2
-5.50
Good
1
-5.50
Average
2
-22.5
Good
4
-50.76
Good
5
+100.00
Bad
3
-30.54
Average
5
-10.00
Good
4
-26.99
Good
….
….
….
Page 2 of 6
Column_8
Good weather
(1 is good, 0 is bad)
1
1
0
0
0
1
0
1
1
0
….
Column_9
Sleep hours
per day
8/24
7/24
6/24
6/24
8/24
5/24
6/24
8/24
7/24
8/24
….
Column_10
Extra
information
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
….
Question 4 (Less than 300 words)
A third-year student (BSc in Business Management) wants to know how difficult it is to study a
postgraduate MSc in Data Analytics course next year. She called and emailed some senior
students and friends who studied similar MSc courses before, as well as collected and recorded
their four major modules’ exam results.
i)
Initially, the student was only able to collect 14 friends’ data, but a few friends forgot (or
seem to be unwilling to tell) some results in specific modules (i.e. recorded as ‘NA’), and a
few marks seem to be unusually high (i.e. 95%). Please describe and explain, if you are the
student, how will you address these two issues in the Table 1? (Please suggest at least 4
different ways or possible solutions, as well as address potential issues.)
(5 marks)
Table 1
Friend Name University location
Friend_1
London
Friend_2
London
Friend_3
London
Friend_4
London
Friend_5
London
Friend_6
London
Friend_7
London
Friend_8
London
Friend_9
London
Friend_10
London
Friend_11
London
Friend_12
London
Friend_13
London
Friend_14
London
Course Name
MSc in Data Analytcis
MSc in Data Analytcis
MSc in Data Analytcis
MSc in Data Analytcis
MSc in Data Analytcis
MSc in Business Intelligence
MSc in Business Intelligence
MSc in Business Intelligence
MSc in Business Intelligence
MSc in Business Intelligence
MSc in Data Science
MSc in Data Science
MSc in Data Science
MSc in Analytics and Management
Module_1
NA
NA
52%
NA
55%
59%
75%
56%
61%
54%
78%
58%
68%
70%
Module_2
60%
66%
55%
59%
78%
52%
49%
75%
95%
70%
53%
65%
57%
76%
Module_3
61%
NA
62%
70%
68%
63%
61%
66%
51%
55%
66%
65%
72%
95%
Module_4 Overall results (Average)
95%
NA
75%
NA
68%
59%
52%
NA
66%
67%
55%
57%
NA
NA
63%
65%
54%
65%
77%
64%
56%
63%
80%
67%
55%
63%
75%
79%
ii) After a few weeks, the student asked for extra help from her friends to collect and record
the data from her friends’ friends, therefore she was able to collect more data as added in
the Table 2. Please describe and explain, if you are the student, how will you deal with both
the outliers and missing values in the Table 2? (Please suggest at least 4 different ways or possible
solutions, as well as potential issues.)
(5 marks)
Table 2
Friend Name University location
Friend_1
London
Friend_2
London
Friend_3
London
Friend_4
London
Friend_5
London
Friend_6
London
Friend_7
London
Friend_8
London
Friend_9
London
Friend_10
London
Friend_11
London
Friend_12
London
Friend_13
London
Friend_14
London
…
Friend_25
London
…
Friend_40
London
…
Friend_50
London
Course Name
MSc in Data Analytcis
MSc in Data Analytcis
MSc in Data Analytcis
MSc in Data Analytcis
MSc in Data Analytcis
MSc in Business Intelligence
MSc in Business Intelligence
MSc in Business Intelligence
MSc in Business Intelligence
MSc in Business Intelligence
MSc in Data Science
MSc in Data Science
MSc in Data Science
MSc in Analytics and Management
Module_1
NA
NA
52%
NA
55%
59%
75%
56%
61%
54%
78%
58%
68%
70%
Module_2
60%
66%
55%
59%
78%
52%
49%
75%
95%
70%
53%
65%
57%
76%
Module_3
61%
NA
62%
70%
68%
63%
61%
66%
51%
55%
66%
65%
72%
95%
MSc in Business Intelligence
58%
65%
65%
80%
67%
MSc in Data Science
54%
70%
55%
74%
63%
MSc in Data Analytcis
75%
NA
61%
65%
NA
Page 3 of 6
Module_4 Overall results (Average)
95%
NA
75%
NA
68%
59%
52%
NA
66%
67%
55%
57%
NA
NA
63%
65%
54%
65%
77%
64%
56%
63%
80%
67%
55%
63%
75%
79%
Question 5 (Less than 300 words)
A high-school student wants to understand the relation between different high school subjects and
exam performances, in order for her to select FOUR subjects that are most suitable to study. She
is aiming to achieve a good result and apply for a BSc in Business degree at one of the top UK
universities. Therefore, she collected A-level results in the past five years for different subjects
from the UK Department for Education and implemented a standard exploratory data analysis.
Based on the correlation matrix (table below), please describe the information in this table and
provide a reasonable conclusion from this exploratory data analysis.
(10 marks)
Maths
Physics
Chemistry
Business
Economics Law
Politics
History
Geography
Maths
Physics
Chemistry
Business
Economics
Law
Politics
History
Geography
0.90
0.80
0.40
0.60
-0.20
-0.30
-0.40
-0.20
0.70
0.40
0.50
-0.30
-0.40
-0.40
-0.10
0.30
0.20
-0.40
-0.50
-0.30
-0.10
0.80
0.20
0.20
0.20
0.10
0.10
0.30
0.40
0.20
0.50
0.10
-0.10
0.80
0.30
0.40
Question 6 (Less than 300 words)
A student collected a few data points and implemented a simple linear regression model. To keep
things simple (avoid using academic/research jargons), please explain which plot(s) in the
following figures represent a reasonable linear relationship between X and Y variables? If the linear
relation is not reasonable in some plots, then suggest some improvements (for example, use other
specific methods or possible ways to improve the data). Please note, the straight line in each plot
(across the data points) represents an estimated linear relation.
(10 marks)
Page 4 of 6
Question 7 (Less than 300 words)
Based on the content and knowledge that you have learnt in the data visualization session, please
discuss the insights from the following cartoon picture (it has also appeared in the first week
lecture). Also, suggest some possible ways to reduce similar issues, or explain how to deal with
this kind of conflict when presenting your data analysis results. Also, a more challenging task: give
us some real-world examples that are similar to this picture, when presenting your data analysis
results to a group of people.
(10 marks)
Question 8 (Less than 300 words)
Based on the content and knowledge that you have learnt in the data visualization session, please
comment on the following chart (that was published in TIME magazine on April 9, 1979). This chart
shows the oil price per barrel in each year from 1973 to 1979.
(10 marks)
i)
ii)
iii)
iv)
v)
In terms of data visualization, what is good about this chart?
What is bad about this chart, if any?
Overall, is it a good data presentation, why?
No matter it is good or bad, can you improve it further?
What kind of audience will like this chart, or will not like it?
Page 5 of 6
Section B
There is ONE question in Section Two, which is Compulsory and worth 50 Marks (50%). All
candidates should answer this question.
The Phenomenon: Despite its various advantages and long history of innovation, Europe has so
far failed to produce any global digital champions at scales that can rival the FANGs (Facebook,
Amazon, Netflix and Google) of the USA and the BATs (Baidu, Alibaba and Tencent) of China.
Your Tasks: Clearly define one research question about this phenomenon from the business
perspective, and then outline a detailed research design to answer the question.
Your answers should focus on your research plan but without actually carrying out the research.
Your answers should cover all stages and the entire process of research design with adequate
justifications and explanations. In particular, you should clearly define and justify one research
question from the business perspective in relation to this phenomenon; and then explain the
reasons behind your choice of appropriate methods for literature review, data collection and data
analysis in order to answer your research question. The research methods you choose can be
inductive or deductive, qualitative or quantitative, depending on the nature of your research
question. You should explain why a particular method has been chosen and its strengths and
weaknesses in relation to your research question.
Your answers to this question in Section B should be around 1000-1500 words.
Page 6 of 6
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