AirBnB case writeup/ conjoint analysis
Please don’t forget to upload the updated excel and pay attention to the form and the presentation that the teacher required. Thank you
MKTG-UB. 01 Introduction to Marketing
Spring 2022
Writeup for Case Airbnb
Name_____________________
Please check the section you are enrolled in:
Section 05
(8:00am-9:15am)
Section 06
(9:30am-10:45am)
Submission Guideline:
- Type your answers after each question in this document. Mark your answers with yellow background. If excel analyses are needed, please perform the analyses in Excel spreadsheet “Airbnb_Travelers_for case writeup.xlsx”.
When you write your answer in the word document, keep three digits after decimal.
- Please answer briefly. The entire case write-up should not exceed 2 pages (including the instruction part and questions).
- Please submit this word document and the excel spreadsheet (with your analysis and answers) to Brightspace by Mar 6, 11:59pm EST.
Total points: 20 points
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Use “Airbnb_Travelers_for case writeup.xlsx” excel spreadsheet to perform analyses we have done in class and answer the following questions
- [10 points in total]
1) Estimate the treatment effects of “$25 off” and “free taxi”. Perform the analyses in Excel and write down your answers below. Are the estimated effects statistically significant (Please refer to the p-value)?
[8 points]
2) If the manager only wants to use one promotion plan to acquire new customers in Eugene, which promotion plan should the manager use? Why?
[2 points]
- [10 points in total]
1) Estimate the treatment effect of Email_25 and Email_taxi for each age group, ranging from age 18 to age 71. [7 points].
2) What is the range of age that the manager should use “$25 off” promotion to acquire, should use “free taxi” promotion to acquire, and should only use the video, respectively? [3 points]
