You are the Brand Manager for Crisco, the leading brand of cooking medium (both cooking oil and shortening). You have been searching for ways to reduce the brand’s reliance on price promotion and you think you have found a winner: NASCAR, the major league stock car auto racing circuit. NASCAR fans are extremely loyal to their sponsors and the sport is not only a major event in your best business areas, but it is the only major league sport that is enjoying strong growth. Your management chain, however, still thinks of NASCAR as “good old boys”—with the emphasis on boys…and your target audience is largely female. After two years, you finally have received agreement to a test of the proportion of women in the NASCAR audience, as represented by media (TV and radio). If you can demonstrate, as NASCAR claims, that the NASCAR audience is no less than 40 per cent female, management will agree to let you sponsor a NASCAR race team next year. If not, you will have to devote the same amount of money to the sponsorship of figure skating, a personal favorite of your Boston-born boss’s boss. Using Nielsen ratings data, you have discovered that 120 of the 350 people sampled that watch NASCAR races on Fox and NBC are female and, according to Arbitron data, that 60 of the 130 people sampled who listen on the radio are female. Using an alpha of .1, perform the five-step hypothesis testing process and report your findings.
You are the Brand Manager for Crisco, the leading brand of cooking medium (both cooking oil and shortening). You have been searching for ways to reduce the brand’s reliance on price promotion and you think you have found a winner: NASCAR, the major league stock car auto racing circuit. NASCAR fans are extremely loyal to their sponsors and the sport is not only a major
Using Nielsen ratings data, you have discovered that 120 of the 350 people sampled that watch NASCAR races on Fox and NBC are female and, according to Arbitron data, that 60 of the 130 people sampled who listen on the radio are female. Using an alpha of .1, perform the five-step hypothesis testing process and report your findings.
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