Methodology of McCarthy and Zald

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Pick a reading from this section of material and discuss the methodology used in the paper. Please describe how the authors performed the study. Then please highlight one methodological decision that you thought was particularly well done and one area that you thought could have been improved upon. When you critique the piece, you should suggest how you would have liked to see the study improved. (3 pages) No outside sources needed. Only use the article provided.

Sample Solution

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The Marketing Director of ACME Direct tested a new book

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The Marketing Director of ACME Direct tested a new book title exactly one year ago and has decided, based on the results of the test, to promote this title to selected names from the database. Last month ACME Direct purchased, for the first time, new list enhancement data (age, income, marital status, home value, etc.) not previously on the customer database.

Using the saved sample from the original test promotion one year ago, the analyst is preparing to develop a regression model which will aid in predicting the type of customer most likely to order this particular book title. The Marketing Director has asked the analyst to append the new enhancement data to the sample in order to see if any of this “new enhancement data” will come into the regression equation.

Do you have any concerns regarding the marketing director’s request? If so, please clearly explain them. If not, please clearly explain why not.
 

Answer the following two questions related to regression modeling.

a) You are the senior product manager at AMCE Direct. Your analyst has built a regression model predicting a customer’s likelihood of ordering a product. You notice that the model contains two highly correlated variables which are causing multicollinearity problems. In questioning your analyst about this fact, he tells you the only way to rid the equation of this problem is to delete one of the two correlated variables. Do you agree with your analysts comments? Explain your answer fully.

b) What does it mean when a variable in your regression model has a high p-value associated with it? Fully explain your answ

Using the gains charts shown above the Senior Product Manager at ACME Direct will determine who to promote for his upcoming cookbook promotion. To ensure 5% profit-after-overhead for this campaign, the Senior Product Manager has determined he should not promote any group of customers with a response rate below 4.00%.

If the primary customer segment for the books product line (the universe the regression model was built on) represents 3,450,000 names:

a) How many names should the senior product manager promote? Please show how you calculated this.

b) What will be his expected number of orders in roll-out? Please show how you calculated this.

ACME Direct is planning to promote a new music package called “Rhythm and Blues” to its primary customer segment. Two logistic models were built predicting (1) the probability a customer will order the title, and (2) the probability a customer will not pay for the title if ordered. The package costs per thousand quantities for this promotion and the values associated with each customer action are shown below.

Marketing Assumptions for “Rhythm and Blues”:
Promotion cost per thousand (CPM) = $998
Value of a paid order = $25.79
Cost of an unpaid order = $7.45 (includes billing and lost product costs)

You score customer Smith on both logistic models. The values are shown below.

Customer Smith Logistic Regression Probability Scores:
Probability of ordering “Rhythm and Blues” .3548
Probability of not paying for “Rhythm and Blues” if ordered .0658

a) Customer smith has three courses of action he can take if promoted for this title. What are they?

1.  ____________________________________________________________
2.  ____________________________________________________________
3.  ____________________________________________________________

b) Determine customer Smith’s expected value to the corporation if promoted for this product using all information provided. Show all your work in determining this.

Sample Solution

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Understanding Other Cultures

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  1. Describe, in detail, one of the components of the religious beliefs of each: the Hopi and the Australian Aboriginals
  2. Which of the following is challenge of being Muslim in China?
  3. Name a religious revitilization movement and describe the practices and goals of that particular movement
  4. Reflecting on the film The House I Live In, what was one major inconsistency in US drug laws which was revealed in the film and how does that disproportionately impact one or many communities.
  5. Name one of the four major theoretical approach to medical anthropology. Give an example of that approach, and one of the potential limitations of it.
  6. As described in lecture and the book, Nancy Scheper-Hughes’ work in a favela in northeastern Brazil demonstrated a serious problem with medicalization of poverty. Describe that problem
  7. Describe one applied application of anthropology. Explain how anthropologists approached their contribution to this particular problem or issue, and what the impact of that approach was/is.
  8. Describe a way development had a negative impact on some cultural groups and provide an example.
  9. What is an example of how diffusion occurs and describe an unanticipated ramification/consequence of that diffusion.
  10. Compare and contrast the differences between growth oriented development and sustainable development.
  11. Which of the following impacts the varied impacts of acculturation?

A.

Frequency of contact

B.

Amiability of contact

C.

Degree of cultural difference

D.

A and C

E.

All of the Above

12.
______ is a model of change based on the belief in the inevitable advance of science and Western secularism.

  1. How did the people of Kerala force developmental change at the state level and what were two of the positive outcomes of that change.

14.
One of the strategies of growth oriented development is to increase funding on public services, like schools and healthcare.
TRUE
FALSE

  1. What is one of the features of industrial agriculture and what is the social implication of that feature.
  2. Imagine you are an anthropologist, preparing to conduct fieldwork on the Trobriand Islands of Papua New Guinea. Briefly describe how you would develop an ethical research project, what methods you would use, and how to prepare for the logistics of fieldwork.
  3. Describe two ways that individuals acquire culture.
  4. Wearing a Native American war bonnet for Halloween, or using other sacred aspects of another culture for one’s own entertainment or economic gain, is an example of ___________________.
  5. Describe the similarities and differences between the division of labor in two of the modes of production.
  6. Which of the following are features of the industrial mode of reproduction?

A.

Stratified reproduction

B.

Population aging

C.

Pronatalism

D.

A and B

E.

All of the Above

  1. What are two ways that culture can influence gender, starting from infancy?
  2. Give an example of an ascribed status, and explain why it has the potential to be problematic.
  3. Extra credit: Describe two anthropological ideas, theories, or methods and that you will use in your future career endeavors.

Sample Solution

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Data analysis in criminal justice

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What is the R-square value for the regression model?
What does the R-square value tell you about the regression model?
What is the significance F value of the model?
What does the significance F value tell you about the statistical significance of the model?
What is the coefficient (t stat value) for the X-variable drug arrests?
What does the coefficient (t stat value) mean? In other words, how do you interpret the coeffficient?
What is the p-value for the X variable drug arrests?
What does the p-value for drug arrests tell you about its ability to predict prison incarcerations at a level of statistical significance?
Is the residual plot a random pattern, nonrandom U pattern, or an inverse U pattern?
What does the type of pattern tell you about the “fit” of the regression model to the data?

Sample Solution

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