SCENARIO 18-12 The Marketing Manager for a Nationally Franchised Lawn Service Company

question 28

Short Answer

SCENARIO 18-12
The marketing manager for a nationally franchised lawn service company would like to study the characteristics that differentiate home owners who do and do not have a lawn service. A random sample of 30 home owners located in a suburban area near a large city was selected; 15 did not have a lawn service (code 0) and 15 had a lawn service (code 1). Additional information available concerning these 30 home owners includes family income (Income, in thousands of dollars), lawn size (Lawn Size, in thousands of square feet), attitude toward outdoor recreational activities (Attitude 0 = unfavorable, 1 = favorable), number of teenagers in the household (Teenager), and age of the head of the household (Age). The Minitab output is given below:

-Referring to Scenario 18-12,what is the estimated probability that a 48-year-old home owner with a family income of $100,000,a lawn size of 5,000 square feet,a positive attitude toward outdoor recreation,and two teenagers in the household will purchase a lawn service?

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Definitions:

Ethnicity

A category of people who identify with each other based on common ancestral, social, cultural, or national experiences.

Social Capital

Personal social networks populated with people who willingly cooperate, exchange information, and build trusting relationships with each other.

Relational

Pertaining to the way in which two or more concepts, objects, or people are connected; often used within contexts involving interpersonal relationships.

Structural

Pertaining to the physical makeup or framework of objects, buildings, or systems, indicating how parts are organized or constructed.