before attempting the exam Instructions Problem Description 1: Questions 6-11 ar

Question

before attempting the exam Instructions Problem Description 1: Questions 6-11 are based on a marketing research study conducted by an online gift store (not based on a real case; al1 data are simulated) Marketing hacd recently spent a significant portion of the ad budget to serve highly customized digital advertisements to a random sample of customers. Customization involves preparing ads relevant to their most recent purchase. The task awaiting the analyst is to model repeat purchase behavior (choice analysis) during the current holiday season as a function of ad type (relevant ad vs. non-relevant generic ad). The data are available in the file "dataset online store_exam.csv" A description of the dataset is available in the table below 1satisfactionRating Customer satisfaction with ous purchase experience The number of times they purchased at the store in the last 6 months 2 purchaseFrequency 3 previousHolidayBuyer Whether or not a customer purchased during the previous liday season (yes/no binary ta) Whether or not a relevant ad was served (yes/no binary 4 relevantAdServed ta), 50% of the sample the rest received a generic Indicates whether the eived a relevant ad while 5 iSRepeatBuyer stomer purchased anything at the store during the subsequent holiday season (yes/no binary response).

Explanation / Answer

Perceptual adjectives are subjective descriptions using customer's own language.

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