quiz2_F08 - BUSI 410 FINAL QUIZ Monday December 8 2008 4-7...

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Page 1 of 14 ____________________________________________________________________________________ BUSI 410 – FINAL QUIZ Monday, December 8, 2008, 4-7 pm This quiz consists of three short cases: Marketing Ballgames at the Durham Bulls Athletic Park , which is printed on pages 3-5. Mike’s Doctoral Thesis , which is printed on pages 6-10. Sales Forecasting at Myerson & Co., which is printed on pages 11-14. The quiz is open book, open notes, and open laptops. Your laptop’s wireless connectivity must be disabled. The quiz is closed cell phones and closed friends. Show all of your work on the quiz papers. Name________________________________________ Please Print Section (please circle): MW 12:30 MW 2:00 TR 9:30 TR 11:00 Honor Code Pledge: I have neither given nor received unauthorized aid on this quiz. Signature_____________________________________
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Page 3 of 14 MARKETING BALLGAMES AT THE DURHAM BULLS ATHLETIC PARK Ron Snyder is the head of marketing promotions at the Durham Bulls Athletic Park (DBAP). One of the primary tools that he uses to increase attendance at the Durham Bulls baseball games is giveaway promotions. Game patrons are given many different items – bobble-head dolls, umbrellas, baseballs, baseball caps, etc. Snyder has told his boss that giveaway promotions really do pay off – that his goal is to mount promotions that are successful enough to bring an average of at least 5,000 patrons into the ballpark anytime there is a promotion. Unfortunately, when he looked at the Bulls’ 40 giveaway promotion games during the 2008 season, the average attendance was only 4,942.25, with a standard deviation of 2,003.5. 1. (6pts) At the 5% level, do the 2008 data provide significant evidence to refute Snyder’s goal? 2. (2pts) What assumptions, if any, did you need to make in conducting the test in question 1? A related question in Snyder’s mind is whether these promotions really do work, that is, whether they significantly increase attendance (and consequently, revenue) relative
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Page 4 of 14 to game days when there is no promotion. During the summer of 2008 the Bulls played 72 home games. As mentioned above, there were giveaway promotions at 40 of these games. Since he felt it would be important to, as he put it, “compare apples to apples”, Snyder compared the attendance at 32 randomly selected giveaway promotion games with the attendance at the 32 games when there were no promotions. A portion of these data are: Game Promo Game No Promo 3 3843 2 2563 5 2546 4 3643 6 5963 10 2630 7 5415 11 2805 8 4171 15 2988 9 2466 18 2946 14 3760 19 2932 17 2554 20 3004 21 5863 25 2792 Snyder had earned his college degree in Business Administration at Piedmont University, and had thoroughly enjoyed his Analytical Tools course while he was there. He did remember that Excel’s Data Analysis Tools could be used to analyze data like his, but he had to admit that he was a little rusty on which tool to use. He found two that looked promising. The output from these is shown below: t-Test: Two-Sample Assuming Equal Variances t-Test: Paired Two Sample for Means Promo No Promo Promo No Promo Mean 5002.563 3259.625 Mean 5002.563 3259.625 Variance 3725597 1077643 Variance
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