MARKETING BALLGAMES AT THE DURHAM BULLS ATHLETIC
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.
(6pts) At the 5% level, do the 2008 data provide significant evidence to refute
t = (4,942.25-5,000)/(2,003.5/(SQRT(40))) = -0.1823
p-value = TDIST(0.1823,39,1) = 0.4281 > 0.05.
Since the p-value exceeds the significance level, we cannot reject the null
5,000, i.e., we do not have significant evidence to refute
(2pts) What assumptions, if any, did you need to make in conducting the test in
Since the sample size exceeds 30, we know that the CLT holds (as long as
attendance numbers are independent and identically distributed random
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
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