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a.causal analysisb.non-parametric regressionc.planning gap analysisd.infinite dimensione.linear trend extrapolationAnswer:ePage(s):213LO: 6AACSB: AnalyticQD: EasyRationale:Text term definition—linear trend extrapolation.8-272LINEAR TREND EXTRAPOLATIONCOMPREHENSIONLinear trend extrapolation is similar to trend extrapolation excepta.the pattern changes from year to year.b.the pattern is always a straight line.- 98 -
c.the slope of the line is tied directly to profits.d.the shape of the pattern is a hyperbola.e.the pattern follows an “S-shaped” curve.Answer:bPage(s):213-214LO: 6AACSB: AnalyticQD: MediumRationale:When the pattern of trend extrapolation is a straight line, it is linear trend extrapolation. Using linear trend extrapolation, you draw a line to fit the past data and project it into the future to give the forecast values.Figure 8-78-273LINEAR TREND EXTRAPOLATIONCOMPREHENSIONFigure 8-7 above depicts what type of statistical forecasting?a.causal analysisb.non-parametric regressionc.curvilinear extrapolationd.infinite dimensione.linear trend extrapolationAnswer:ePage(s):213-214LO: 6AACSB: AnalyticQD: MediumRationale:Linear trend extrapolation involves extending a pattern observed in past data into the future. When the pattern is described with a straight line, it is linear trend extrapolation, the situation depicted in Figure 8-7.8-274LINEAR TREND EXTRAPOLATIONCOMPREHENSIONIn Figure 8-7 above, the line identified as “A” indicates a(n)a.causal analysis.b.non-parametric regression.c.curvilinear extrapolation.d.linear trend extrapolation forecast.e.sales regression.- 99 -
Answer:dPage(s):213-214LO: 6AACSB: AnalyticQD: MediumRationale:When the pattern of trend extrapolation is a straight line, it is linear trend extrapolation. Using linear trend extrapolation, you draw a line (“A”) to fit the past data and project it into the future to give the forecast values.8-275VIDEO CASE 8: CARMEXAPPLICATIONIn conducting marketing research on Facebook for Carmex, Jeff Gerst is considering using a marketing metric that measures how active its Facebook audience is with Carmex, such as when consumers post a comment on the Carmex wall or reply to one of the Carmex posts. This metric is called Carmexa.Sentiment.b.Share of Voice.c.Engagement.d.Conversation Velocity.e.Likes.Answer:cPage(s):216-217LO: 3AACSB: AnalyticQD: HardRationale:In using Facebook to do marketing research to narrow the number of lip balm flavors Carmex will place in quantitative testing, Jeff Gerst is trying to decide whether to use (1) “likes” (also called “likers” or sometimes “fans”) or (2) engagement. The metric described is Carmex Engagement.8-276VIDEO CASE 8: CARMEXAPPLICATIONJeff Gerst, who manages the Carmex social media properties, says, “For Carmex, Facebook isn’t just a way to share coupons or the latest product news, but it is also a marketing research resource.” One objective in the marketing research he undertook using Facebook involveda.assessing the market for its new hand cream product.