Do the Assignment Case Study: Global Attribution which is available in chapter 3 Menu in the “Student Resources” Folder based on the following questions:

3.1. Which of the ten media channels do you think was least reliably measured? Do you think the measurement of ad exposure in this channel was biased (systematically higher or lower than the real number) or just highly variant (sometimes higher and sometimes lower than the real number)?

3.2. Think up another situation in which you would expect to find endogeneity.

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3.3. In general, do you think online media is better for inducing purchase incidence or purchase amount?

3.4. Could the methodology described in the case be applied to determine advertising effectiveness of a consumer packaged good like Tide? Why/why not?

Week 2 Assignment must be 100% originally written by you.

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