beer. The data for this question are in the Question 2 sheet. The respective vari- ables are: . Qc - the total unit sales of Heineken beer (six-packs, in cans, 72oz) across a large number of U.S. stores . Pc - the price per litre of Heineken beer in cans . Po - the price per litre of Heineken beer in glass bottles. A - the total cost of advertising in the U.S. (in $1,000) The data cover 52 weeks from January 1, 2001 to December 24, 2001. You seek to understand the demand for a six-pack Heineken beer in cans. You decide to identify the underlying factors that explain the sales and measure the relative importance of these factors. (a) (2 points) Estimate the linear demand function of this form: Qc = Bot BIPctu, (1) where u denotes the error term. Please copy and paste your regression re- sults from your Excel file and write down the estimated coefficients and the estimated demand function. Do not submit your Excel file for this question. (b) (1 point) Evaluate the regression coefficients statistically (i.e., which esti- mated coefficients are statistically significant at the 5% level?). (c) (1 point) What does the sign of the estimated coefficient , indicate? What does its magnitude indicate? (d) (3 points) Calculate own-price elasticity of demand at Pc = $15.00 and Pc = $30.00. How do the elasticity values differ and why? (e) (5 points) Based on the elasticity estimates, predict how the total revenue will change if Pc is increased above $15.00 and explain why. How will the profit change? What if Pc is dropped below $30.00? How will the total revenue and profit change? Is the optimal price below or above $15.00? Is it below or above $30.00? Please provide your answers and reasoning.