Week 5 Case Study

Case Study Review

Celeste Aldaba

QNT 565

March 21, 2016

Joe Timmerman

Case Study Review

What are the various measurements collected in Consumer Direct? Describe them.

Consumer Direct wanted to become more effective and efficient in internet advertising. The goal of this research was to target ads that costumers want to purchase. According to Cooper and Schindler (2010), nominal scale would be information that is collected based on a natural or by design, which is grouped into two or more mutually exclusive and collectively exhaustive categories. This is exactly the kind of measurement that was collected by Consumer Direct. Nominal data was collected to ensure qualitatively that prospective participants shared similar demographics related to household size and historical purchasing behavior. The direct design concentration was to estimate the number of households who had internet access and then estimated how many internet users use Yahoo. Using nonparametric test of significance, such as the chi-square (χ2) test, analysts can determine if there are any differences between panelists. Test panels are then formed based on the chi-square test results, grouping individuals with comparable demographics to reduce variation.

What analysis would be appropriate for the data collected through Consumer Direct?

Multiple regression analysis could have been employed during this research in order to make predictions in the use of particular metrics. The purpose of the analysis was to estimate the effectiveness and persuasiveness of their advertisement based on the sale of the product, by increasing the household who purchase their item. According to Cooper and Schindler (2010), the statistical method for testing the null hypothesis that the means of several populations are equal is analysis of variance (ANOVA). This analysis method is used to analyze the difference between groups and that’s exactly what the researchers wants to do. ANOVA would the appropriate analysis...