Quiz 3 - Regina LeonV

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Marketing

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Feb 20, 2024

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Read the scenario below and then answer the questions in the same word file. Save and submit your file on Blackboard. Lean-On is a health and fitness application that was founded last year. Some features on this app can be used for free (e.g., logging food calories, tracking the number of steps). For some other features, users need to purchase a premium account (e.g., for having access to live workouts; having access to a forum where users can share their fitness journeys and motivate each other; and having access to various healthy recipes). Last month, the company ran a Step Challenge in which participants took part in a 1-month walking competition. Participants could choose to compete with friends or strangers on the app. The daily ranking of the participants was given to motivate them to walk more. The company has surveyed a group of premium users. It has three objectives: Objective 1: to understand if the app has been successful so far. Objective 2: to understand which paid feature they should focus on to encourage non-premium users to go premium. Objective 3: to understand if last month’s Steps Challenge was successful and how the company can design better similar challenges. Below are the questions they asked participants (each question corresponds to one variable in the dataset): What goal are you pursuing by using this app? (0 = lose weight, 1 = gain weight) How long have you been using this app for? (in months) How many pounds are you away from your goal? How helpful each of the following features has been to your making progress on your goal?  Having access to live workouts [on a 1 (= not at all helpful) to 7 (extremely helpful) scale]  Having access to the forum [on a 1 (= not at all helpful) to 7 (extremely helpful) scale]  Having access to recipes [on a 1 (= not at all helpful) to 7 (extremely helpful) scale] Did you take part in the Steps Challenge last month? (1 = yes, 0 = no) How many steps did you record on average last month? (even participants who didn’t participate in the challenge could answer this question). Which type of challenge did you choose? (1 = competing with all participants; 2 = competing with a group of friends who also use the app; 3 = competing with a random group of 20 participants). How much did you enjoy the challenge? [on a 1 (= didn’t enjoy it at all) to 7 ( = enjoyed it a lot) scale]

Question 1. Find and remove the outliers before working on the data. Which variables did you find outliers for? Write the values of those outliers - 5 points. The outliers found would be for Steps_numbers: 90998 Question 2. Which group makes up the larger customer share of the app: those who want to gain weight or those who want to lose weight? - 5 points. Those who want to loose weight make up the larger customer share of the app. Question 3 (this question is related to Objective 1) a) Is there a relationship between how long the users have been using the app and how many pounds they are away from their goal? (in your response, include beta and p-value) – 15 points. There is a negative significant relationship between how long users have been using the app and how many pounds away they are from their goal. (B= -.255, P=.062). b) Is there any interesting insight here? Can the company use this finding in their marketing campaigns? – 20 points. - This negative relationship reveals that as users spend more time on the app, they will tend to be closer to their goal weight. Therefore, this reveals that the app is effective in helping users make progress over time. - Yes, the company can use this finding in their marketing campaign as they would be able to highlight that prolonged usage of the app is associated with users being closer to their goal weight, which can be framed as evidence of the effectiveness of the app for consumers. Question 4 (this question is related to Objective 2) a) Among users who want to lose or gain weight, is there a difference in how helpful they find each feature? (e.g., is there a difference between those who want to lose weight and those who want to gain weight in how helpful they think live workouts are? How about the forum? How about the recipes?) (in your response, include means and p-values) – 30 points. - Among users those who want to loose weight find the forum access more helpful than those who want to gain weight (Means: 4.4960 vs 3.8990, P=.010). This difference between the

means is significant (p=.010) - Among users those who want to gain weight find the recipe access more helpful than those who want to loose weight (Means: 4.4646 vs 3.9802, P=.041) This difference between the means is significant (p=.041) - Among users those who want to lose weight find the workout access more helpful than those who want to gain weight (Means 5.2262 vs 4.8990, P= .062) This difference between the means is significant (p=.062) b) What is the insight here: which feature of the premium account should the company focus on to convince users who want to lose weight to go premium? What about for those who want to gain weight? – 20 points. - The company should focus on the workout access feature to convince users who want to lose weight to go premium. - The company should focus on the recipe access feature to convince users who want to gain weight to go premium. Question 5 (this question is related to Objective 3) a) Is there a difference between users who want to lose versus gain weight and whether they participated in the challenge? (in your response, include the percentages and p-value) – 15 points. - 43.7% of participants who said they wanted to lose weight said yes to participating in the challenge and 49.5% of participants who said they wanted to gain weight said yes to participating in the challenge. The difference in percentages is not significant (p value: .322) b) Was the challenge successful? In other words, did people who took part in the challenge walk more steps than those who did not take part in the challenge? (in your response, include the means and p-value) – 20 points. - Yes the challenge was successful. Those who took part in the challenge walk took more steps than those who did not take part in the challenge. (Means: 7008.5823 vs 4995.8958, (P= <.001). The difference between the means is significant (P= <.001). c) Which competition type should the app encourage more? Why? (in your response, consider which competition type led to the highest number of steps and which one led to the highest enjoyment rating) – 20 points.

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- The app should encourage the competition of competing in a random group if 20, this is because versus the other competitions it generated the most challenge enjoyment and it also generated the most amount of steps versus the other competitions that were provided on the app. d) Extra credit: what is your favorite movie/TV show of all time? Mine is 12 Angry Men 😊 – 5 points. Bullet Train!

Quiz 3 - Regina LeonV

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