2020 MCM问题C真题

问题标题：丰富的数据

年份：2020
学生等级：本科生
来源：MCM

问题

在其创建的在线市场中，亚马逊为客户提供了对购买的商品进行评级和评论的机会。个人评级（称为“星级评定”）允许购买者使用 1（评级低，满意度低）到 5（评级高，满意度高）的等级来表达他们对产品的满意程度。此外，客户可以提交基于文本的消息（称为“评论”），以表达对产品的进一步意见和信息。其他客户可以对这些评论提交评级，看它们是否有用（称为“有用性评级”），以帮助他们做出自己的产品购买决定。公司使用这些数据来深入了解他们参与的市场、参与的时机以及产品设计功能选择的潜在成功率。

Sunshine 公司计划在网上市场推出和销售三种新产品：微波炉、婴儿奶嘴和吹风机。他们聘请了您的团队作为顾问，以识别过去客户提供的与其他竞争产品相关的评级和评论中的关键模式、关系、度量和参数，以 1) 为他们的在线销售策略提供信息，以及 2) 识别可能提高产品吸引力的重要设计特征。Sunshine 公司过去曾使用数据来指导销售策略，但他们之前从未使用过这种特定的组合和类型的数据。Sunshine 公司特别感兴趣这些数据中是否存在基于时间的模式，以及它们是否以有助于公司打造成功产品的方式进行交互。

为了帮助您，Sunshine 的数据中心为您提供了该项目的三个数据文件：hair_dryer.tsv、microwave.tsv和pacifier.tsv。这些数据代表了客户在数据中指定的时间段内对在亚马逊市场上销售的微波炉、婴儿奶嘴和吹风机提供的评级和评论。还提供了数据标签定义词汇表。提供的数据文件包含您应该用于解决此问题的唯一数据。

要求

1. 分析提供的三个产品数据集，以识别、描述和支持数学证据、有意义的定量和/或定性模式、关系、度量和参数，这些模式、关系、度量和参数在星级评定、评论和有用性评级之内和之间，这将有助于 Sunshine Company 在其三个新的在线市场产品中取得成功。

2. 利用你的分析来解决阳光公司营销总监提出的以下具体问题和要求：

一旦阳光公司的三种产品在网上市场上销售，就根据评级和评论确定最有助于阳光公司跟踪的数据指标。
识别并讨论每个数据集内基于时间的测量值和模式，这些测量值和模式可能表明产品在在线市场上的声誉是上升还是下降。
确定最能表明潜在成功或失败产品的基于文本的度量和基于评级的度量的组合。
特定星级评分是否会引发更多评论？例如，客户在看到一系列低星级评分后是否更有可能撰写某种类型的评论？
基于文本的评论的特定质量描述（例如“热情”，“失望”等）是否与评级水平密切相关？

3. 写一封一至两页的信给阳光公司的营销总监，总结您团队的分析和结果。包括您的团队最有信心向营销总监推荐的结果的具体理由。

您的提交内容应包括：

单页摘要表
目录
一至两页的信函
您的解决方案不超过 20 页，最多 24 页，包括摘要表、目录和两页信件。
注意：参考文献列表和任何附录不计入页数限制，应在完成解决方案后显示。您不应使用未经授权的图像和材料，这些图像和材料的使用受版权法限制。确保您引用了您的想法和报告中使用的材料的来源。

词汇表

有用性评级：表明特定产品评论在决定是否购买该产品时的价值。

安抚奶嘴：一种橡胶或塑料的安抚装置，通常为乳头形状，供婴儿吸吮或咬住。

评论：对产品的书面评价。

星级评定：系统给出的分数，允许人们用星级来对产品进行评级。

附件：问题数据集

Problem_C_Data.zip
提供的三个数据集包含通过 Amazon Simple Storage Service (Amazon S3) 从 Amazon 客户评论数据集中提取的产品用户评分和评论
。hair_dryer.tsv
microphone.tsv
pacifier.tsv

数据集定义：每行代表分为以下列的数据。

市场（字符串）：撰写评论的市场的 2 个字母的国家代码。
customer_id（字符串）：可用于汇总单个作者撰写的评论的随机标识符。
review_id（字符串）：评论的唯一 ID。
product_id（字符串）：与评论相关的唯一产品 ID。
product_parent（字符串）：可用于汇总同一产品的评论的随机标识符。
product_title（字符串）：产品标题。
product_category（字符串）：产品的主要消费者类别。
star_rating（int）：评论的 1-5 星评级。
helpful_votes (int)：有帮助的投票数。
total_votes (int)：该评论收到的总投票数。
vine（字符串）：客户被邀请成为 Amazon Vine Voices，基于他们在 Amazon 社区中因撰写准确且有见地的评论而赢得的信任。Amazon 为 Amazon Vine 成员提供供应商提交给该计划的产品的免费副本。Amazon 不会影响 Amazon Vine 成员的意见，也不会修改或编辑评论。
verified_purchase（字符串）：“Y”表示亚马逊已验证撰写评论的人在亚马逊购买了该产品，但并未以大幅折扣购买该产品。
review_headline（字符串）：评论的标题。
review_body（字符串）：评论文本。
review_date (bigint)：撰写评论的日期。

可到文末下载完整版中英文真题

以下是英文版真题

Problem

In the online marketplace it created, Amazon provides customers with an opportunity to rate and review purchases. Individual ratings - called "star ratings" - allow purchasers to express their level of satisfaction with a product using a scale of 1 (low rated, low satisfaction) to 5 (highly rated, high satisfaction). Additionally, customers can submit text-based messages - called "reviews" - that express further opinions and information about the product. Other customers can submit ratings on these reviews as being helpful or not - called a "helpfulness rating" - towards assisting their own product purchasing decision. Companies use these data to gain insights into the markets in which they participate, the timing of that participation, and the potential success of product design feature choices.

Sunshine Company is planning to introduce and sell three new products in the online marketplace: a microwave oven, a baby pacifier, and a hair dryer. They have hired your team as consultants to identify key patterns, relationships, measures, and parameters in past customer-supplied ratings and reviews associated with other competing products to 1) inform their online sales strategy and 2) identify potentially important design features that would enhance product desirability. Sunshine Company has used data to inform sales strategies in the past, but they have not previously used this particular combination and type of data. Of particular interest to Sunshine Companyare time-based patterns in these data, and whether they interact in ways that will help the company craft successful products.

To assist you, Sunshine's data center has provided you with three data files for this project: hair_dryer.tsv, microwave.tsv, and pacifier.tsv. These data represent customer-supplied ratings and reviews for microwave ovens, baby pacifiers, and hair dryers sold in the Amazon marketplace over the time period(s) indicated in the data. A glossary of data label definitions is provided as well. THE DATA FILES PROVIDED CONTAIN THE ONLY DATA YOU SHOULD USE FOR THIS PROBLEM.

Requirements

1. Analyze the three product data sets provided to identify, describe, and support with mathematical evidence, meaningful quantitative and/or qualitative patterns, relationships, measures, and parameters within and between star ratings, reviews, and helpfulness ratings that will help Sunshine Company succeed in their three new online marketplace product offerings.

2. Use your analysis to address the following specific questions and requests from the Sunshine Company Marketing Director:

Identify data measures based on ratings and reviews that are most informative for Sunshine Company to track, once their three products are placed on sale in the online marketplace.
Identify and discuss time-based measures and patterns within each data set that might suggest that a product's reputation is increasing or decreasing in the online marketplace.
Determine combinations of text-based measure(s) and ratings-based measures that best indicate a potentially successful or failing product.
Do specific star ratings incite more reviews? For example, are customers more likely to write some type of review after seeing a series of low star ratings?
Are specific quality descriptors of text-based reviews such as 'enthusiastic', 'disappointed', and others, strongly associated with rating levels?

3. Write a one- to two-page letter to the Marketing Director of Sunshine Company summarizing your team's analysis and results. Include specific justification(s) for the result that your team most confidently recommends to the Marketing Director.

Your submission should consist of:

One-page Summary Sheet
Table of Contents
One- to Two-page Letter
Your solution of no more than 20 pages, for a maximum of 24 pages with your summary sheet, table of contents, and two-page letter.

Note: Reference List and any appendices do not count toward the page limit and should appear after your completed solution. You should not make use of unauthorized images and materials whose use is restricted by copyright laws. Ensure you cite the sources for your ideas and the materials used in your report.

Glossary

Helpfulness Rating: an indication of how valuable a particular product review is when making a decision whether or not to purchase that product.

Pacifier: a rubber or plastic soothing device, often nipple shaped, given to a baby to suck or bite on.

Review: a written evaluation of a product.

Star Rating: a score given in a system that allows people to rate a product with a number of stars.

Attachments: The Problem Datasets

Problem_C_Data.zip
The three data sets provided contain product user ratings and reviews extracted from the Amazon Customer Reviews Dataset thru Amazon Simple Storage Service (Amazon S3).
hair_dryer.tsv
microwave.tsv
pacifier.tsv

Data Set Definitions: Each row represents data partitioned into the following columns.

marketplace (string): 2 letter country code of the marketplace where the review was written.
customer_id (string): Random identifier that can be used to aggregate reviews written by a single author.
review_id (string): The unique ID of the review.
product_id (string): The unique Product ID the review pertains to.
product_parent (string): Random identifier that can be used to aggregate reviews for the same product.
product_title (string): Title of the product.
product_category (string): The major consumer category for the product.
star_rating (int): The 1-5 star rating of the review.
helpful_votes (int): Number of helpful votes.
total_votes (int): Number of total votes the review received.
vine (string): Customers are invited to become Amazon Vine Voices based on the trust that they have earned in the Amazon community for writing accurate and insightful reviews. Amazon provides Amazon Vine members with free copies of products that have been submitted to the program by vendors. Amazon doesn't influence the opinions of Amazon Vine members, nor do they modify or edit reviews.
verified_purchase (string): A "Y" indicates Amazon verified that the person writing the review purchased the product at Amazon and didn't receive the product at a deep discount.
review_headline (string): The title of the review.
review_body (string): The review text.
review_date (bigint): The date the review was written.