Marketing and Consumer Behavior
Kennebunkport, Maine, is a popular tourist town, but businesses suffer during the winter months, especially January. The mean hotel room occupation rate per day, a measure of tourist activity, is 23.1% during winter months. A new advertising campaign was launched to attract more tourists to this town during the winter.
Following the campaign, a random sample of nine winter days was selected. The mean hotel room occupation rate was = 24.6% and σ = 2.1%.
Is there any evidence to suggest the mean hotel room occupation rate has increased? Assume normality and use a = 0.01. If this test is significant, can you conclude the ad campaign caused the increase?