Author Question: Suppose researchers find that an item that is not highlighted on the menu is ordered by 10 of 100 ... (Read 79 times)

sabina · **on:** Jul 24, 2018

Suppose researchers find that an item that is not highlighted on the menu is ordered by 10 of 100 customers who looked at the menu. Given this information, what can you conclude about whether highlighting makes customers more likely to order an item?
A. Nothing.
B. Highlighting an item on the menu makes it more likely customers will order the item.
C. Highlighting an item on the menu makes it less likely customers will order the item.
D. 10 of customers order the item regardless of whether it is highlighted or not.

Question 2

Suppose researchers conduct an experiment where they distribute two different versions of a menu to diners: one in which the menu item of interest is set apart in a text box (version A) and one in which it is not (version B). Then, researchers record how many times that menu item is ordered. Which of the following would help researchers understand if setting the menu item apart in a text box increased the likelihood the item is ordered?
A. The researchers could compare the number of customers who saw version A of the menu to the number of customers who saw version B of the menu.
B. The researchers could compare the number of times that customers who saw version A of the menu ordered the item to the number of times that customers who saw version B of the menu ordered the item.
C. The researchers could compare the percentage of times that customers who saw version A of the menu ordered the item to the percentage of times that customers who saw version B of the menu ordered the item.
D. The researchers could compare the percentage of customers who saw version A of the menu to the percentage of customers who saw version B of the menu.

rnehls · **Reply #1 on:** Jul 24, 2018

Answer to Question 1

A.Nothing.

FEEDBACK:
Whether 10 ordering an item is a large percentage or not depends on how many items are on the menu. In addition, the only way to know whether highlighting the item increases orders is by comparing the percentage of time the item is ordered when it is highlighted on the menu to the percentage of time the item is ordered when it is not highlighted on the menu.

Answer to Question 2

C. The researchers could compare the percentage of times that customers who saw version A of the menu ordered the item to the percentage of times that customers who saw version B of the menu ordered the item.

FEEDBACK: The researchers want to know if seeing version A of the menu makes it more likely that customers will order the item of interest than if they saw version B. The statistics of interest is the percentage of time that those who saw version A ordered the item versus the percentage of time that those who saw version B ordered the item. Comparing the number of times the item is ordered only makes sense if exactly the same number of customers saw version A as saw version B.