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Question 1
McKinsey is one of the world’s more prestigious and renowned global management & strategy consulting firm founded by University of Chicago professor James O. Mckinsey. They offer professional consulting services to corporations, governments, and other organizations.

In a recent publication, a new McKinsey Health Institute survey finds that Gen Z’s social media engagement can feel negative but can also help with finding mental health support and connectivity. The article is an extensive 12-page report that includes the Mckinsey research methodology. Of which, the various data gathering surveys were being featured for their analysis.

One of the learning objectives of this task, is to identify and analyse Mckinsey Health’s world-class research methodologies and demonstrate your learning outcomes by applying the social media data gathering techniques to the following questions.
You will be required to submit a written report (60 marks), a video presentation (28 marks), and a deck of PowerPoint slides (12 marks) for this assignment.
Please refer to the following link for Section A, Section B and Section C:
https://www.mckinsey.com/mhi/our-insights/gen-z-mental-health-the-impact-of-techand-social-media

Question 1a
Based on the article, Gen Zers, on average, are more likely than other generations to cite negative feeling about social media. They are also more likely to report having poor mental health. One of the objectives of this task is to use social media data and techniques to substantiate the findings of this Mckinsey report. In no more than 350 words, please draft the responses for the following questions:
• Discuss three (3) types of social media data that can be used to demonstrate the relationship between social media use and the effects on Gen-Zers’ mental
health
• List two (2) techniques would you use to gather the data
(10 marks)

Question 1b
In no more than 350 words, formulate at least two (2) appropriate social media metrics to measure the relationship between social media usage and the effects on Gen-Zers’ mental health.
(10 marks)

Question 1c
In the article, research shows that technology provides access to supportive mental health resources for younger people. In no more than 300 words, examine four (4) types of data visualisation techniques as a form of data-representation with the corresponding social media data analysis. Describe what you would use to demonstrate that Gen Z respondents are more likely than other generations to use digital wellness apps and digital mental health programmes.
(20 marks)

Question 1d
Assume you are a consultant in Mckinsey and you are tasked to further this research using social media data exploratory techniques. Construct strategies for textual data analysis on how to enhance the existing research methodology with considerations for each of the following segments using social media metrics, data analysis and techniques.
• Considerations for cross-generational surveys. (Up to 100 word count)
• Considerations for surveys conducted online. (Up to 100 word count)
• Considerations for cross-country surveys. (Up to 100 word count)
• Considerations for social media platform surveys. (Up to 100 word count)

Section B – (28 marks)
Answer all questions in this section.
Question 2
Prepare a video recording of the presentation based on Question 1(a)-1(d) of at least 3 minutes but not exceeding 6 minutes. There are two methods for ECA video assignment submission: either Record Media or Upload Media. For Upload Media, please note that the format is in .mp4.

Section C – (12 marks)
Answer all questions in this section.
Question 3
Prepare a set of PowerPoint presentation slides upon which the video presentation is based. Please note that the PowerPoint must be converted to PDF before submission to Canvas.

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