a marketing manager for a company that makes ready-to-eat breakfast cereals.
Your company recently initiated a loyalty program for consumers, which resulted
in a large purchaser database. The brand managers are eager to mine the
available data, which they can use to design more effective promotional
programs. The management of your organization believes that to be effective,
these programs have to take into account significant cross-region (i.e., the
East Coast, the West Coast, the Midwest, and the South) purchase differences.
Your task is to test the hypothesis that there are significant cross-region
differences in purchasing patterns. Describe how you would use hypothesis
testing to validate the management s belief of cross-region purchase differences. In
addressing this, be sure to answer the following questions:
What is the goal of testing
What would be the mechanics of
this hypothesis testing process?
Why go through the trouble of
hypothesis testing in this situation?
Justify your answers with
examples and reasoning
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