MARK 2010 Marketing Analytics SP2 - 2023
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Practice Exam
MARK 2010 Marketing Analytics
SP2 - 2023
· Question 1
For the data below calculate the:
· market share;
· purchase rate;
· penetration;
· purchase frequency;
· share of category requirements;
· 100% loyals.
Shopper |
Brand A |
Brand B |
Brand C |
Brand D |
01 |
4 |
1 |
2 |
3 |
02 |
3 |
0 |
0 |
0 |
03 |
3 |
1 |
2 |
0 |
04 |
1 |
6 |
0 |
2 |
05 |
4 |
2 |
0 |
2 |
· Question 2
Use the actual data below and the Dirichlet model to generate the estimated penetration and estimated purchase frequency and complete the table below
|
Penetration |
|
Purchase frequency |
|
||
Category |
92% |
|
|
9.4 |
|
|
Brand |
Actual |
Estimated |
Deviation |
Actual |
Estimated |
Deviation |
Brand 1 |
57% |
|
|
5.3 |
|
|
Brand 2 |
41% |
|
|
4.6 |
|
|
Brand 3 |
34% |
|
|
4.2 |
|
|
Brand 4 |
27% |
|
|
3.8 |
|
|
Brand 5 |
20% |
|
|
3.6 |
|
|
Brand 6 |
16% |
|
|
3.5 |
|
|
Number of tests passed |
|
|
Does the model give good fit to the actual data?
Is there any niche or change of pace brand?
How do brand 3 performance measures compare to the model estimates?
What would be the targets of penetration and purchase frequency if we want to increase brand 3 market share by 5 percentage points?
· Question 3
Using the observed shoppers of a brand (data in Table 3.1) and the CTA excel program, estimate parameters k and a of the NBD model, and the predicted shoppers (from the Estimation by loglikelihood worksheet)
Table 3.1: Distribution of purchases of a brand
Numbers of purchases (x) |
Observed shoppers |
Predicted shoppers |
0 |
260 |
|
1 |
106 |
|
2 |
48 |
|
3 |
29 |
|
4 |
14 |
|
5 |
12 |
|
6 |
9 |
|
7 |
6 |
|
8 |
5 |
|
9 |
2 |
|
10 |
3 |
|
11 |
2 |
|
12 |
2 |
|
13 |
0 |
|
14 |
1 |
|
15 |
1 |
|
Parameter values |
a = |
k = |
The brand has recently increased the advertising budget and there is an increase in sales in period 2 (data in Table 3.2). Get Predicted period 2 sales from the CTA LL worksheet, calculate the deviations between Observed period 2 sales in Table 2 and Predicted period 2 sales. Which shopper class is affected most by the advertising increase?
Table 3.2: Period 2 sales
Shopper class |
Predicted period 2 sales |
Observed period 2 sales |
Deviation |
Non buyers |
|
179 |
|
Light buyers (bought 1 unit) |
|
132 |
|
Medium buyers (bought 2-3 units) |
|
187 |
|
Heavy buyers (bought 4+units) |
|
302 |
|
Total |
|
800 |
|
· Question 4
Table 4.1 contains the results of a BW score conducted on a sample of 253 respondents about the slogans Australian consumers like most to promote wine regionality. The BW experiment was designed according to a balanced incomplete block design (13, 4, 1).
Table 4.1: Count Best and Count Worst
# |
Attributes |
Count Best |
Count Worst |
1 |
Australian regions - discover your own backyard |
153 |
206 |
2 |
Austalian wine - take time to rediscover |
198 |
309 |
3 |
Australian regions – every one has a story |
135 |
312 |
4 |
There’s always more to discover |
233 |
216 |
5 |
Your regions, your passion |
54 |
384 |
6 |
Australian regions – a choice to trust |
106 |
286 |
7 |
The regions you love |
369 |
119 |
8 |
Your regions, your love |
490 |
80 |
9 |
Regional! Not just another wine |
204 |
403 |
10 |
Quintessentially Australian |
469 |
291 |
11 |
Go Regional! |
80 |
506 |
12 |
A+ Australia |
544 |
51 |
13 |
There must be a Region for… |
254 |
126 |
Calculate the BestWorst Score for each slogan
Which slogan do consumers like the most?
Calculate the Ratio Scale of Best
What is the R2 value for the linear trend line between Ratio scale of Best and Count Best?
Are the respondents consistent in their choice?
· Question 5
Consider the following conjoint design for wine:
Attribute: Country of Origin (b1)
Attribute Levels: Not well known
Well known
Attribute: Brand (b2)
Attribute Levels: Not well known
Well known
Attribute: Price (b3)
Attribute Levels: $10
$16
Fieldwork indicates the following:
•When the country of origin changes from not well known to well known utility increases by 0.7 (b1= 0.7)
•When brand changes from not well known to well known utility increases by 0.4 (b2= 0.4)
•When price changes from $10 to $16 utility decreases by 0.9 (b3= - 0.9)
A) Calculate dollar value of one unit of utility, dollar value of a well known country of origin, dollar value of a well known brand.&nbs
2023-05-21