In the book Essentials of Marketing Research, William R. Dillon, Thomas J. Madden, and Neil H. Firtle discuss evaluating the effectiveness of a test coupon. Samples of 500 test coupons and 500 control coupons were randomly delivered to shoppers. The results indicated that 35 of the 500 control coupons were redeemed, while 50 of the 500 test coupons were redeemed.
a. In order to consider the test coupon for use, the marketing research organization required that the proportion of all shoppers who would redeem the test coupon be statistically shown to be greater than the proportion of all shoppers who would redeem the control coupon. Assuming that the two samples of shoppers are independent, carry out a hypothesis test at the .01 level of significance that will show whether this requirement is met by the test coupon. Explain your conclusion.
b. Use the sample data to find a point estimate and a 95 percent interval estimate of the difference between the proportions of all shoppers who would redeem the test coupon and the control coupon. What does this interval say about whether the test coupon should be considered for use? Explain.
c. Carry out the test of part a at the .10 level of significance. What do you conclude? Is your result statistically significant? Compute a 90 percent interval estimate instead of the 95 percent interval estimate of part b. Based on the interval estimate, do you feel that this result is practically important? Explain.

  • CreatedMay 28, 2015
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