Marketing Research MARK4338 Assignment #3 Due Date: September 21, 2022 (in class) 1. Sampling & Estimation Suppose Nielsen is estimating the number of household who have watched the most recent superbowl at home. The following information are given: There are roughly 132Million TV-watching households in the U.S. The Nielsen panel is comprised of a random sample of 20,000 household. (For simplicity, assume that this is a simple random sample) Among the Nielsen panel, 12, 140 households watched the superbowl at home. (a) What is the sample proportion of households that have watched the Superbowl at home? (b) Compute the standard error of the sample proportion. (c) Construct a 95% confidence interval of the proportion of households that have watched the Superbowl at home (d) Construct a 95% confidence interval of the total number of households that have watched the Superbowl at home This is the Nielsen viewership estimate that brands and networks used to structure their ad contracts. 2. Determination of sample size Suppose UH housing office is conducting a research about student housing. They are interested in the following questions: (a) How much per month (in $) are students willing to spend on a one-bedroom apartment near campus? (b) How many % of students intend to commute to campus vs. staying around campus? For question (a), assume that based on previous studies, the population standard deviation is around $500. The researcher would like to obtain a margin of error of around $100. Compute the sample size that is needed. For question (b), the researcher would like to obtain a margin of error of around 5%. Compute the sample size that is needed. 3. Concept of statistical significance Imagine you are talking to a marketing manager who have never taken marketing research before. Using your own words, explain what is meant by statistical significance and why it is important to test whether any observed patterns and findings are statistically significant or not