Visitors to an e-commerce website arrive at the site in one of four ways: by dir
ID: 3131085 • Letter: V
Question
Visitors to an e-commerce website arrive at the site in one of four ways: by direct access (the visitor types the site's URL into a browser or clicks on a bookmark); via a link on another website, e-mail message, or banner ad; from a paid listing generated by a search engine; or via an organic (unpaid) listing generated by a search engine. Engine Ready, an Internet marketing company, randomly selected 27 U.S. e-commerce companies from its 500 clients and studied a total of 18.7 million visits over a 2-year period. For each visit, data were collected on the traffic source and the size of the order placed by the visitor (in dollars). (If no order was placed, the order size is 0.) The relative frequency and average order size for each traffic-source type are shown in the following table. Engine Ready, "Examining the Role Traffic Source Plays in Visitor Purchase Behavior," 2008. Suppose that Paws-n-Claws, an online pet-products retailer, conducts a test of the hypothesis that its traffic-source proportions are the same as the traffic-source proportions for the 18.7 million website visits in the Engine Ready study. It selects a random sample of visits to its website and categorizes each visit according to the visit's traffic source. The resulting category counts are shown in the following table.Explanation / Answer
Ans:
Chi square test for Goodness of fit:
Expected fequency for direct access=200*0.2=40
Chi square contribution for direct accesss=(50-40)^2/40=2.50
Test statistic:
Chi square score=6.45
df=4-1=3
Critica; chi square score=CHIINV(0.05,3)=7.815
Reject H0,if chi square test statistic>7.815
As,test statistic<7.815,the null hypothesis is not rejected.
p-value=CHIDIST(6.45,3)=0.0917
As,p-value>0.05,the null hypothesis is not rejected.
Traffic souce Observed freq.(fo) pi Expecetd freq.(fe) (fo-fe)^2/fe Direct access 50 0.2 40 2.50 link 35 0.14 28 1.75 Paid search Ad 72 0.41 82 1.22 Search result 43 0.25 50 0.98 Total= 200 1 200 6.45Related Questions
Navigate
Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.