D& T LTD marketing team needed more information about the effectiveness of their 3 main mode of advertising. To determine which type is the most effective, the manager collected one week's data from 25 randomly selected stores. For each store, the following variables were recorded:
Weekly gross sales
Weekly expenditure on direct mailing (Direct)
Weekly expenditure on newspaper advertising (Newspaper)
Weekly expenditure on television commercials (Television)
Following is the regression output based on the above-mentioned data.
SUMMARY OUTPUT
Regression Statistics
Multiple R
R Square
Adjusted R Square Standard Error Observations
ANOVA
0.442
A
0.080 2.587 25
Df
SS MS F
Significance F
0.1979
Lower 95%
2.54 -3.01 0.12 -3.34
Regression B 34.1036 Residual 21 D Total C 174.6631
Standard Coefficients Error
Intercept 12.31 4.70 Direct 0.57 1.72 Newspaper 3.32 1.54 T elevision G 1.96
E
6.6933
t Stat
2.62
H
2.16 0.37
F
P- value
0.02 0.74 0.04 0.71
output 5% level
(2 marks) (3 marks) (2 marks)
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