FACULTY
COLLEGE OF COMPUTING, INFORMATICS AND MATHEMATICS
STA589
MARKETING MODELS
LECTURER’S NAME
SITI NURHAFIZAH BINTI MOHD SHAFIE
SUBMISSION DATE
24 July 2024
PREPARED BY
STUDENT NAME STUDENT ID GROUP
NUR SYAMZIE ADRIANNA BINTI ROSYAM 2023368469 CDCS2415A
Lab Assignment 1
QUESTION 1
A business analyst got data on sales and price and assumes a logistics model by using Excel Solver.
The screen shot below shows his Excel spread sheet.
a. Please specify in the solver window (by highlighting the cells reference) the:
i) Target cell (objective function)
ANSWER: $D$18 (SSE= 50.40)
ii) Target value (e.g. Min or Max)
ANSWER: Min
iii) Changing cells (estimation parameters or decision variables)
ANSWER: $G$3:$J$3 (a=17.49124 , b=2.343095 , c=-0.48563, d=1.990094)
Result after using solver with constraints:
b. The most popular and easy to use model is linear regression model, y = a + bx + e . What
advantage does the use of the Excel Solver offer compared to a standard program for
regression analysis?
ANSWER:
Advantages Explanation
Cost-Effectiveness With the in-built Excel Solver, a user can run regression analysis at a
much cheaper cost than purchasing additional specialized software.
Quick Prototyping By using Excel's spreadsheet-based approach, it becomes easy to
prototype and iterate the regression models, thus easing the testing of
many hypotheses and situations.
QUESTION 2
Infoworks is a large computer discount store that sells computers and ancillary equipment and
software in the town where State University is located. Infoworks has collected historical data on
computer sales and printer sales for the past 10 years as follows:
Year Personal Computer Sales Printers Sold
1 1045 326
2 1610 510
3 860 296
4 1211 478
5 975 305
6 1117 446
7 1066 399
8 1310 560
9 1517 590
10 1246 506
a) Sketch the data.
Personal Computer Sales & Printer Sold
700
600
500
Printer Sold
400
300
200
100
0
0 200 400 600 800 1000 1200 1400 1600 1800
Personal Computer Sales
b) Describe the phenomenon.
ANSWER: The diagram above shows phenomenon P6: S-shape for both attributes. For
interpretation: Returns first increase and the decrease as personal computer sales increase.
c) Propose a suitable model by stating your reason.
1.Linear Model
2. Power Series Model
3. Fractional Root Model
4. Logistic Model
5. Gompertz Model
6. ADBUDG Model
Model RSS = SSE R²
Linear 25165.265 0.7515
Power Series 25267.8228 0.750
Fractional Root 28852.6087 0.715
Logistic 321474 -2.1751
Gompertz 47503 0.5308
ADBUDG 22617.401 0.7766
ANSWER: ADBUDG Model is the best model among all of model because it has the
lowest value of Sum of Squared Error (SSE) and the highest value of R² which is 22617.401
and 0.7766. The other 3 model which are Semilog Model, Exponential Model and Modified
Exponential Model cannot be display because this model not suitable for this data. The
only model that can handle P6 are Power Series Model, Logistic Model, Gompertz Model
and ADBUDG Model. Other than that model cannot accommodate S-shape. Thus, based
on SSE and R² ADBUDG Model is the best model.
Submission due: 24 July 2024
