More recently, Frito-Lay has been relying on input and guidance from the Adelante employee network, which is a multicultural Latina/Hispanic professional organization associated with PepsiCo. At Frito-Lay, the organization's mission is to help develop a diverse, inclusive culture accelerating growth opportunities for associates while providing a competitive advantage in a increasingly diverse marketplace. As part of this effort, Adelante has been used to help develop new flavors and advertising programs for Hispanics. Based on information gleaned from Adelante members, new Frito-Lay snack products are being test marketed in several states, an guacamole-flavored Doritos became one of the most successful new-product launches in the company's history. DISCUSSION In the research process for Frito-Lay Company, many different numerical questions were raised regarding Frito-Lay products, advertising techniques, and purchase patterns amo Hispanics. In each of these areas, statistiparticular, hypothesis testplays a central role. Using the case information and the concepts of statistical hypothesis testing discuss the following: 1. Many proportions were generated in the focus groups and market research that were conducted for this project, including the proportion of the market that is Hispanic, the proportion of Hispanic grocery shoppers that are women, the proportion of chip purchasers that are teens, and so on. Use techniques presented in this chapter to analyze each of the following and discuss how the results might affect marketing decision makers regarding the Hispanic market. Test and CI for One Proportion Test of p = 0.83 vs p # 0.83 Exact Sample X N Sample p 95% CI P-Value 1 347 438 0.792237 (0.751184, 0. 829290) 0.042 a. Suppose that in the past, 94% of all Hispanic grocery shoppers were women. Perhaps due to changing cultural values, we believe that more Hispanic men are now grocery shopping. We randomly sample 689 Hispanic grocery shoppers from around the United States and 606 are women. Does this result provide enough evidence to conclude that a lower proportion of Hispanic grocery shoppers now are women