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uppose a wine seller has 1000 different wines on offer and decides to are asked to assess the effect of advertising on wine sales, and are given

uppose a wine seller has 1000 different wines on offer and decides to are asked to assess the effect of advertising on wine sales, and are given

Marketing
Marketing
20th Edition
ISBN:9780357033791
Author:Pride, William M
Publisher:Pride, William M
Chapter5: Marketing Research And Information Systems
Section: Chapter Questions
Problem 3DYMP: Using Table 5.3, choose the appropriate survey method(s) you would use to collect primary data for...
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Question 3 In this problem we will decompose a naive comparison of averages into a treatment effect and selection bias. Suppose a wine seller has 1000 different wines on offer and decides to advertise half of them. We are asked to assess the effect of advertising on wine sales, and are given last month's sales figures. a) Explain in words why the 'naive' comparison of sales figures may not be informative of the ATE, ATT or ATU. b) What do you need to assume about selection bias for the comparison of sales figures to be informative of the ATE, ATT and ATU? Also write your answer in terms of conditional expectations. c) Can the naive comparison equal the ATE even with selection bias? Explain. d) Assume average sales for advertised wines were $600, whereas non-advertised wines were $800. Assume also that the selection bias in o is -$300 and the selection bias in y, is -$400. Complete the table below and explain your answers. (Note: Half of wines are advertised). Not Advertised Advertised Total Sales with advertising $600 Sales without advertising $800 Difference
Transcribed Image Text:Question 3 In this problem we will decompose a naive comparison of averages into a treatment effect and selection bias. Suppose a wine seller has 1000 different wines on offer and decides to advertise half of them. We are asked to assess the effect of advertising on wine sales, and are given last month's sales figures. a) Explain in words why the 'naive' comparison of sales figures may not be informative of the ATE, ATT or ATU. b) What do you need to assume about selection bias for the comparison of sales figures to be informative of the ATE, ATT and ATU? Also write your answer in terms of conditional expectations. c) Can the naive comparison equal the ATE even with selection bias? Explain. d) Assume average sales for advertised wines were $600, whereas non-advertised wines were $800. Assume also that the selection bias in o is -$300 and the selection bias in y, is -$400. Complete the table below and explain your answers. (Note: Half of wines are advertised). Not Advertised Advertised Total Sales with advertising $600 Sales without advertising $800 Difference
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ISBN:
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