A Cable Television Company Has Randomly Selected a Sample of 637

question 31

Multiple Choice

A cable television company has randomly selected a sample of 637 Basic package customers for a marketing test to see which customers are more likely to upgrade to the Premium package. They monitored several predictor variables based on customer activity during the most recently billed month. Then they included a special upgrade offer for the Premium package along with their bill. The response variable Upgrade equals Yes if a customer accepted the offer to upgrade to the Premium package and equals No otherwise. Below is the confusion matrix from the k-nearest neighbors classification analysis. What is the overall misclassification rate for the k-nearest neighbors classification?

• A) .115
• B) .121
• C) .189
• D) .234
• E) .325

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Definitions:

Central Route

A concept in the Elaboration Likelihood Model of persuasion that involves the thorough and thoughtful consideration of arguments leading to attitude change.

Persuasion

The process of influencing someone's beliefs, attitudes, intentions, motivations, or behaviors through communication and various techniques.

Motivated

Having a strong desire or willingness to act and achieve specific goals.

Commercial

Relating to or engaged in commerce; intended for or pertaining to the selling and buying of goods and services.