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OR Topic: Marketing Science
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Primary Objective: This module is intended for students in an Advanced Placement Statistics course or any high school course that addresses inferential statistics. In this module, students will explore the concepts of direct marketing, a marketing database, and a sales promotion. They will use statistical techniques to make decisions about the promotion and predict the amount of net profit it is likely to generate.
Context: Planning and testing options for a direct marketing promotion.
Teaching Objectives:
  • Analyze information drawn from a customer database to assess the feasibility of a direct sales promotion.
  • Construct confidence intervals for a population proportion and for the difference between two such proportions.
  • Construct hypotheses and test them.
  • Make a distinction between statistical significance and practical significance.
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