3. The marketing group for a cell phone manufacturer plans to conduct a telephone survey to determine consumer attitudes toward a new cell phone that is currently under development. In order to have a sufficient sample size to conduct the analysis, they need to contact at least 100 young males (under age 40), 150 older males (over age 40), 120 young females (under age 40), and 200 older females (over age 40). It costs $1 to make a daytime phone call and $1.50 to make an evening phone call (due to higher labor costs). This cost is incurred whether or not anyone answers the phone. The table below shows the likelihood of a given customer type answering each phone call. Assume the survey is conducted with whoever first answers the phone. Also, because of limited evening staffing, at most one-third of phone calls placed can be evening phone calls. How should the marketing group conduct the telephone survey so as to meet the sample size requirements at the lowest possible cost? Who Answers? Daytime Calls Evening Calls Young Male 10% 20% Older Male 15% 30% Young Female 20% 20% Older Female 35% 25% No Answer 20% 5% Formulate and solve a linear programming model for this problem on a spreadsheet. а. b. How many daytime and evening calls must be made to minimize the cost? What is the ideal cost?
3. The marketing group for a cell phone manufacturer plans to conduct a telephone survey to determine consumer attitudes toward a new cell phone that is currently under development. In order to have a sufficient sample size to conduct the analysis, they need to contact at least 100 young males (under age 40), 150 older males (over age 40), 120 young females (under age 40), and 200 older females (over age 40). It costs $1 to make a daytime phone call and $1.50 to make an evening phone call (due to higher labor costs). This cost is incurred whether or not anyone answers the phone. The table below shows the likelihood of a given customer type answering each phone call. Assume the survey is conducted with whoever first answers the phone. Also, because of limited evening staffing, at most one-third of phone calls placed can be evening phone calls. How should the marketing group conduct the telephone survey so as to meet the sample size requirements at the lowest possible cost? Who Answers? Daytime Calls Evening Calls Young Male 10% 20% Older Male 15% 30% Young Female 20% 20% Older Female 35% 25% No Answer 20% 5% Formulate and solve a linear programming model for this problem on a spreadsheet. а. b. How many daytime and evening calls must be made to minimize the cost? What is the ideal cost?
Chapter11: Product Concepts, Branding, And Packaging
Section11.1: Gaga: Not Just A Lady
Problem 1VC
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Transcribed Image Text:3. The marketing group for a cell phone manufacturer plans to conduct a telephone
survey to determine consumer attitudes toward a new cell phone that is currently
under development. In order to have a sufficient sample size to conduct the analysis,
they need to contact at least 100 young males (under age 40), 150 older males (over
age 40), 120 young females (under age 40), and 200 older females (over age 40). It
costs $1 to make a daytime phone call and $1.50 to make an evening phone call (due to
higher labor costs). This cost is incurred whether or not anyone answers the phone.
The table below shows the likelihood of a given customer type answering each phone
call. Assume the survey is conducted with whoever first answers the phone. Also,
because of limited evening staffing, at most one-third of phone calls placed can be
evening phone calls. How should the marketing group conduct the telephone survey so
as to meet the sample size requirements at the lowest possible cost?
Who Answers?
Daytime Calls
Evening Calls
Young Male
10%
20%
Older Male
15%
30%
Young Female
20%
20%
Older Female
35%
25%
No Answer
20%
5%
Formulate and solve a linear programming model for this problem on a
spreadsheet.
а.
b.
How many daytime and evening calls must be made to minimize the cost?
What is the ideal cost?
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