Supplement to Alfonso's Department Store

4 Pages Posted: 5 Apr 2010

See all articles by Phillip E. Pfeifer

Phillip E. Pfeifer

University of Virginia - Darden School of Business

Abstract

"Alfonso's Department Store" (Ivey, 9A99E002) presents 26 weeks of data on Alfonso's dollar sales and dollar advertising, together with the sales and advertising of competing stores. In the supplement, a consultant presents the results of his analysis of these data. Students are asked to critique this analysis and explore its implications.

Excerpt

UVA-QA-0624

SUPPLEMENT TO ALFONSO'S DEPARTMENT STORE

Mary Kazinczi, general manager of Alfonso's Department Store, hired Hamilton Appraisals to analyze the recently collected sales and advertising data. (See “Alfonso's Department Store” [Ivey, 9A99E002] for details.) Hamilton's Samuel Hildaway, one of their top statisticians, had been assigned to the project.

Hildaway:

Before I present my results, I have an important question. For the 26 weeks for which you collected data, how was Alfonso's selecting its advertising budget?

Kazinczi:

. . .

Keywords: Regression Analysis Advertising and Promotion

Suggested Citation

Pfeifer, Phillip E., Supplement to Alfonso's Department Store. Darden Case No. UVA-QA-0624. Available at SSRN: https://ssrn.com/abstract=1584545

Phillip E. Pfeifer (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-4803 (Phone)

HOME PAGE: http://www.darden.virginia.edu/faculty/Pfeifer.htm

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