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PRINCIPLES OF MARKETING RESEARCH MKTG 352 EXAM ( correctly
solved) -USC
Q1: Please review the Rocket Fuel case along with our discussion in the class and answer the following questions. (25 Points)
Q1a: What is the independent variable in the experiment described in the Rocket Fuel case? ( Points)
Whether they saw the ad or not
Q1b: What type of data (nominal, ordinal, interval, ratio) is the independent variable? (5 Points)
Nominal
Q1c:What is the dependent variable in the experiment? (7 Points)
Whether they purchased/ converted or not
Q1d: What type of data (nominal, ordinal, interval, ratio) is the dependent variable? (6 Points)
Ordinal
Q2: Was the advertising campaign effective? (i.e., did additional consumers convert because of the advertising campaign?). Answer each of the following questions below will lead you to the answer of this question. (25 Points)
Q2a: Based on the NOIR classification (or data type) of the independent variable and the dependent variable, which statistical test do you think fits the situation most appropriately? ( Points)
A. Chi-Square Test B. t-Test
Q2b: What is the test formula of the correct statistical test? (5 Points)
O − E ¿^2 ¿ ¿ ¿
X^2 =∑ ¿
Q2c: Please report the test value based on your computation. (5 Points)
Q2d: Is the test result statistically significant? Why? (5 Points)
Yes because the value is higher than the critical value.
Q2e: Was the advertising campaign effective? (5 Points)
Yes because the ad did effect the purchases.
Q3: In A/B testing and other field experiments, it is important to design the right sample size. ( Points)
Q3a: If Rocket Fuel had reduced the size of the existing control group by 50%, do you see any potential issues? YES. (3 Points) If your answer is yes, describe the potential issue(s) in no more than 30 words. (5 Points)
The group could get too small and negatively effect the outcome and make it less effective.
Q3b: If Rocket Fuel had increased the size of the existing control group by 50%, do you see any potential issues? YES. (3 Points) If your answer is yes, describe the potential issue(s) in no more than 30 words. (5 Points)
The group could become too big and less effective with too many opinions.
Q3c: If Rocket Fuel had run the trial campaign from November 2015 to December 2015, do you see any potential issues? YES. (3 Points) If your answer is yes, describe the potential issue(s) in no more than 50 words. (6 Points)
This would not work because it would only be a month vs including a whole year. It would also only include the holiday season which would give inaccurate numbers for any other month.
Q4a: What is the independent variable in this A/B testing? (5 Points)
Whether to remove the 3 bags or not
Q4b: What type of data (nominal, ordinal, interval, ratio) is the independent variable? (5 Points)
Nominal
Q4c: What is the dependent variable in this A/B testing? (5 Points)
Whether the user will purchase or not
Q4d: What type of data (nominal, ordinal, interval, ratio) is the dependent variable? (5 Points)
Ordinal
Q4e: What is the hypothesis tested in this A/B testing? (5 Points)
Which one is more effective
