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Click-through rates Companies work hard to have their website listed at the top of an Internet search. Is there a relationship between a website’s position in the results of an Internet search (1=top position,2=2nd position, etc.) and the percentage of people who click on the link for the website? Here are click-through rates for the top 10 positions in searches on a mobile device:

a. Make an appropriate scatterplot for predicting click-through rate from the position. Describe what you see.

b. Use transformations to linearize the relationship. Does the relationship between click-through rate and position seem to follow an exponential model or a power model? Justify your answer.

c. Perform least-squares regression on the transformed data. Give the equation of your regression line. Define any variables you use.

d. Use your model from part (c) to predict the click-through rate for a website in the 11th position.

Short Answer

Expert verified

(a) The pattern in the scatter plot is downwards, hence the direction is negative.

Strength: strong

(b) The model is exponential

(c)lny=1.4674-0.1430lnx

(d) The expected click-through rate is 0.784152%.

Step by step solution

01

Part (a) Step 1: Given information

The given data is

02

Part (a) Step 2: Explanation

The scatter plot for the given data is

Because the points do not lie on a straight line, the shape is curved.

The pattern in the scatter plot is downwards, hence the direction is negative.

Strength: strong, due to the fact that all points lie within a narrow range of deviations from the basic pattern in the points.

03

Part (b) Step 1: Given information

The given data is

04

Part (b) Step 2: Explanation

From the above scatter plot

Because there is no strong curvature in the scatter plot of position vs log (click-through rate), an exponential model would be acceptable.

05

Part (c) Step 1: Given information

The given data is

06

Part (c) Step 2: Explanation

The logarithm of length is X, and the logarithm of heart weight is Y.

Find the values from the above table

a=∑y·∑x2-∑x∑xyn∑x2-∑x2a=1.4674

b=n∑xy-∑x·∑yn∑x2-∑x2b=-0.1430

Substitute the values

y=a+b.x

y=1.4674-0.1430x

The least-square regression equation is

lny=1.4674-0.1430lnx.

07

Part (d) Step 1: Given information

The given data is

08

Part (d) Step 2: Explanation

From part (c)

lny=1.4674-0.1430lnx

Putting the value of x

lny=1.4674-0.1430ln(11)

=-0.1056

Then take the exponential

y=elogyy=e-0.1056y=0.784152

The expected click-through rate is0.784152%.

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