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To make it easier to answer this assignment question, a copy of the survey tool is posted on our Vista site; look for the document C291StudentSurvey2013_UBC_Online.doc . Responses to each question will give one or more variables. List the questions/variables which are categorical; then list the questions/variables which are quantitative, and identify the units where possible. If a variable could be either, choose the more likely one. (Hint: Be careful with the first variable!) Question 2 – Survey Sampling (from the text: Chapter 3, page 50-51, #20, #34) I. Cable company market research, part 2. Four new sampling strategies have been proposed to help a cable TV company determine whether enough cable subscribers are likely to purchase a new download service. For each, indicate what kind of sampling strategy is involved and what (if any) biases might result. a) Run a poll on the local TV news, asking people to dial one of two phone numbers to indicate whether they would be interested. b) Hold a meeting in each of the 15 towns, and tally the opinions expressed by those who attend the meetings. c) Randomly select one street in each town and contact each of the households on that street. d) Go through the company’s customer records, selecting every 40th subscribed. Send employees to those homes to interview the people chosen. II. Fuel economy. Occasionally when I fill my car I figure out how many litres it consumes per 100 kilometres. I wrote down those results after six fill-ups in the past few months. Overall, it appears my car gets 8.1 litres per 100 kilometres. a) What statistic have I calculated? b) What is the parameter I’m trying to estimate? c) How might my results by biased? d) When Consumer Reports checks a car like mine to predict its fuel economy, what parameter is it trying to estimate? 2
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Question 3 – Department Store (from the text: Chapter 4, page 81, # 34) A department store is planning its next advertising campaign. Since different publications are read by different market segments, it would like to know if it should be targeting specific age segments. The results of a marketing survey are summarized in the following table by Age
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