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Joy Ward Is the Director of Marketing at Helmsley College

question 3

Multiple Choice

Joy Ward is the director of marketing at Helmsley College.She has been studying marketing research data collected on a national sample of high school seniors who are planning on attending college.Joy is trying to determine what appeal she should use in a direct mail campaign that will be targeted at students with high SAT/ACT scores who live within 500 miles of Helmsley.She is intrigued with the marketing research data that measures the students' ratings of importance on a number of factors affecting their decision to choose a particular college.Some of the factors are (1) programs highly valued in the job market, (2) small campus atmosphere where professors know students' names, (3) ample opportunities for an active campus life individualized programs designed around students' needs and interests,and so on.There are eight different factors and each was rated on the same 5-point importance scale ranging from "Very Important" to "Very Unimportant." Joy knows that Helmsley could ethically use either the "small campus" appeal or the "individualized program" appeal.The small campus appeal has a mean score of 4.3 on the importance scale,while the individualized program appeal has a mean score of 3.95.Because both of these numbers indicate that these are important factors for students,she wants to know if the small campus appeal is really more important than the individualized appeal in the total college bound population.Which of the following tests should Joy run?

Definitions:

Predominance

means the quality or state of being more important, powerful, or noticeable than other things within a certain context.

Ecstasy Of Saint Teresa

A famous Baroque sculpture by Gian Lorenzo Bernini, depicting Saint Teresa of Ávila in a moment of divine spiritual ecstasy.

Bernini

Gian Lorenzo Bernini, an Italian artist and architect who was a key figure in the Baroque movement, known for his sculptures and designs of St. Peter's Basilica.

Theater

A form of art and a place where plays, dramas, and performances are presented before an audience, emphasizing storytelling through dialogue and action.