Question: 2 . Refer to the Regression analysis worksheet. To understand the effectiveness of its marketing strategies, ABC Co . tracks its advertisement expenditures and sales
Refer to the Regression analysis worksheet. To understand the effectiveness of its marketing strategies, ABC Co tracks its advertisement expenditures and sales in every marketing campaign. There are variables contained in the dataset provided by ABC. i Influencer type Macro or Nano ii Sales $ thousands Sales of the marketing campaign iii Social media $ thousands Advertisement expenditures on social media of the marketing campaign a marks Estimate a multiple linear regression model in which the dependent variable is Sales and the independent variables are Influencer type and Social media What is the estimated regression model? For example, write: Sales times Macro times Social Media b marks Examine the estimated coefficients from the regression model in a Are they statistically significant at the level? How do you interpret them? c marks The marketing manager believes that Macro influencers provide a greater return to sales per advertisement dollar spent. Estimate a multiple linear regression model to test whether the empirical data supports his beliefs. Write down the estimated regression model. Hint: You need to construct a new independent variable. d marks Do the estimated results of the regression model in c support the marketing managers belief? Why?
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