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1. Use the data below Calculate the deviations between observed and theoretical data (2 marks) Calculate the mean absolute deviations (MAD (2 marks) Penetration (06) Purchase frequency Product category 92 9.4 Observed Theoretical Deviation Observed Theoretical Deviation Brand ro (T) (0) Brand A 57 58 5.3 5.3 Brand B 36 37 4.6 4.4 Brand C 28 28 4.2 4.2 Brand D 23 22 3.8 4.0 Brand E 17 16 3.6 3.9 Brand F 13 12 3.5 3.8 MAD How can we know if the Diriclet model fits some observed data? In the example above, does the model fit the data? (3 marks) Are there any niche brands? (1 mark) 2. Why might it be more important for a brand manager to focus on penetration then purchase frequency? (2 marks) 1. Use the data below Calculate the deviations between observed and theoretical data (2 marks) Calculate the mean absolute deviations (MAD (2 marks) Penetration (06) Purchase frequency Product category 92 9.4 Observed Theoretical Deviation Observed Theoretical Deviation Brand ro (T) (0) Brand A 57 58 5.3 5.3 Brand B 36 37 4.6 4.4 Brand C 28 28 4.2 4.2 Brand D 23 22 3.8 4.0 Brand E 17 16 3.6 3.9 Brand F 13 12 3.5 3.8 MAD How can we know if the Diriclet model fits some observed data? In the example above, does the model fit the data? (3 marks) Are there any niche brands? (1 mark) 2. Why might it be more important for a brand manager to focus on penetration then purchase frequency? (2 marks)