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Doctor of Education in Educational Leadership with a Specialization in Educational Technology
Phoniex University
Oct-1999 - Nov-2005
HR Executive
a21, Inc.
Nov-1998 - Dec-2005
Topics relate to: cross tab, chi square and regression
1 question and 5 small parts
Nopane was a mature proprietary drug product which had been marketed for a decade. Marketing manager, Jose Russo, worked with an ad agencey to produce television commercials, to be aired on local TV stations, representing two different advertising strategies: one emphasizing what was labeled an "emotional" appeal, the other a "rational" approach.
Russo planned a market test to determine which one to use in a national roll-out at a later stage. He was also uncertain about what level of advertising was needed to support the strategy change. Thus, he proposed that an advertising experiment be conducted to address the following issues:
The marketing test (experiment) was done as follows.Â
Based on the description, 24 market tests are done and the results are shown below:Â
To read the following data: Column 1 is test market ID; Columns 2, 3 and 4 show: which segment (A or B), which copy (rational or emotional) and which level of ad dollors (2.5, 4.75 and 8) were used in that test market; column 5 is the sales of that test market;  column 6 is the competitor's ad spending in that test market; columns 7 and 8 are two dummy variables corresponding to segment and copy.Â
test ID | segment | copy type | ad dollars | unit sales | competitor ad. Expense | dum. Segm | dum copy |
1 | A | Emotional | 2.5 | 26 | 16 | 1 | 1 |
2 | A | Emotional | 2.5 | 26 | 20 | 1 | 1 |
3 | A | Emotional | 4.75 | 31 | 23 | 1 | 1 |
4 | A | Emotional | 4.75 | 32 | 24 | 1 | 1 |
5 | A | Emotional | 8 | 24 | 25 | 1 | 1 |
6 | A | Emotional | 8 | 31 | 33 | 1 | 1 |
7 | A | Rational | 2.5 | 25 | 20 | 1 | 0 |
8 | A | Rational | 2.5 | 36 | 14 | 1 | 0 |
9 | A | Rational | 4.75 | 32 | 19 | 1 | 0 |
10 | A | Rational | 4.75 | 35 | 12 | 1 | 0 |
11 | A | Rational | 8 | 40 | 13 | 1 | 0 |
12 | A | Rational | 8 | 38 | 15 | 1 | 0 |
13 | B | Emotional | 2.5 | 33 | 16 | 0 | 1 |
14 | B | Emotional | 2.5 | 30 | 15 | 0 | 1 |
15 | B | Emotional | 4.75 | 35 | 24 | 0 | 1 |
16 | B | Emotional | 4.75 | 26 | 25 | 0 | 1 |
17 | B | Emotional | 8 | 30 | 28 | 0 | 1 |
18 | B | Emotional | 8 | 25 | 34 | 0 | 1 |
19 | B | Rational | 2.5 | 26 | 14 | 0 | 0 |
20 | B | Rational | 2.5 | 25 | 18 | 0 | 0 |
21 | B | Rational | 4.75 | 30 | 16 | 0 | 0 |
22 | B | Rational | 4.75 | 33 | 10 | 0 | 0 |
23 | B | Rational | 8 | 38 | 11 | 0 | 0 |
24 | B | Rational | 8 | 37 | 12 | 0 | 0 |
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