A sporting goods retailer has purchased data from UMW about their incoming fresh
ID: 664297 • Letter: A
Question
A sporting goods retailer has purchased data from UMW about their incoming freshman class. The company wants to send catalogs to the campus mailboxes of all these students, but they want to tailor the cover shot (of a young, attractive college student wearing a football jersey) to the particular student receiving the catalog. In particular, they’d like the cover shot to feature a model wearing a jersey of a team the student is likely to view positively. If a Redskins fan looks in his campus mailbox and discovers a catalog with a Cowboys jersey on the cover, he’s likely to throw it out in disgust. But if the cover shot features the Burgundy and Gold, he may well peruse it and buy a product. The question then becomes: given information about an individual student, what team is most likely to be their favorite? To help predict this, the company’s marketing team has gathered the following sample data from their customer database:
personality
IQ
Gender
Hair color
parent’s occupation
In-state
Favorite team
extrovert
low
m
blonde
military
N
Steelers
introvert
low
m
brunette
military
Y
Redskins
introvert
high
f
brunette
government
Y
Redskins
extrovert
low
f
blonde
business
N
Cowboys
introvert
high
m
redhead
military
Y
Steelers
extrovert
high
m
brunette
government
N
Steelers
extrovert
high
f
redhead
business
N
Steelers
extrovert
low
f
redhead
business
Y
Steelers
extrovert
high
f
redhead
military
N
Steelers
introvert
high
m
blonde
government
Y
Redskins
introvert
low
m
brunette
business
N
Cowboys
extrovert
low
f
blonde
business
N
Cowboys
extrovert
low
m
brunette
military
N
Redskins
introvert
high
m
blonde
government
Y
Redskins
extrovert
high
m
blonde
business
Y
Redskins
introvert
high
f
redhead
government
Y
Redskins
extrovert
low
f
brunette
business
Y
Cowboys
extrovert
high
f
blonde
military
Y
Cowboys
extrovert
high
f
blonde
military
Y
Redskins
extrovert
low
m
blonde
business
Y
Steelers
introvert
low
m
brunette
government
N
Steelers
extrovert
low
f
brunette
business
Y
Redskins
Introvert
high
m
brunette
military
N
Steelers
introvert
high
f
brunette
government
Y
Redskins
extrovert
low
m
redhead
business
N
Cowboys
A Naive Bayes classier is trained on the above data. What team would it recommend featuring on the cover for each of the following students (show your work):
• A smart, extroverted redheaded female from Maryland whose parents are in the military? • A smart, introverted blonde dude from Virginia whose dad works for the Department of the Treasury? • A rather dim-witted but pleasant, extroverted, handsome, dark-haired guy from North Carolina whose parents own their own furniture store?
personality
IQ
Gender
Hair color
parent’s occupation
In-state
Favorite team
extrovert
low
m
blonde
military
N
Steelers
introvert
low
m
brunette
military
Y
Redskins
introvert
high
f
brunette
government
Y
Redskins
extrovert
low
f
blonde
business
N
Cowboys
introvert
high
m
redhead
military
Y
Steelers
extrovert
high
m
brunette
government
N
Steelers
extrovert
high
f
redhead
business
N
Steelers
extrovert
low
f
redhead
business
Y
Steelers
extrovert
high
f
redhead
military
N
Steelers
introvert
high
m
blonde
government
Y
Redskins
introvert
low
m
brunette
business
N
Cowboys
extrovert
low
f
blonde
business
N
Cowboys
extrovert
low
m
brunette
military
N
Redskins
introvert
high
m
blonde
government
Y
Redskins
extrovert
high
m
blonde
business
Y
Redskins
introvert
high
f
redhead
government
Y
Redskins
extrovert
low
f
brunette
business
Y
Cowboys
extrovert
high
f
blonde
military
Y
Cowboys
extrovert
high
f
blonde
military
Y
Redskins
extrovert
low
m
blonde
business
Y
Steelers
introvert
low
m
brunette
government
N
Steelers
extrovert
low
f
brunette
business
Y
Redskins
Introvert
high
m
brunette
military
N
Steelers
introvert
high
f
brunette
government
Y
Redskins
extrovert
low
m
redhead
business
N
Cowboys
Explanation / Answer
As the Naive Bayes classier has trained above table of data, we can easily identify the records we are looking for by copying the table to microsoft excel, and applying data filter by Selecting the Column headers, and then clicking on Data > Filter button.
• A smart, extroverted redheaded female from Maryland whose parents are in the military?
Applying [personality="extroverted", IQ="high", Hair Color="redhead", Gender="f", parent's occupation="millitary"] we get only one record:
with Faviorite team="Steelers"
• A smart, introverted blonde dude from Virginia whose dad works for the Department of the Treasury?
Applying [personality="introverted", IQ="high", Hair Color="blonde", Gender="m", and parent's occupation="government"] we get only one record:
with Faviorite team="RedSkins"
• A rather dim-witted but pleasant, extroverted, handsome, dark-haired guy from North Carolina whose parents own their own furniture store?
Applying [personality="extroverted", IQ="low", Hair Color="brunette", Gender="m", and parent's occupation="business"] we get NO record.
There is no freshman with this data.
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