A company sells its products all over Europe. The company has designated geographic sales territories, each the responsibility of a single sales representative who services a number of retail outlets within his or her territory. The company wants to find out which factors influence the quantity of sold units and the impact each factor has on sales. For this, a random sample of 90 sales territories of the firm’s sales organisation was drawn. Information was collected on the number of units of the product sold, along with values for seven possible predictor variables, in each territory. You are tasked to conduct the data analysis to provide the CEO with insights about what drives or predicts sales. For this you should write a summary of your findings and recommendations for the company in management terms, so the CEO knows what to focus the company’s 1 attention on. Bear in mind that the CEO is very busy, not a fan of statistics jargon and thus wants easily accessible information.
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