MSIN0041 Marketing Science
Practice Online Controlled Examination Paper / LSA
Examination Paper 2022/23
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MSIN0041: Marketing Science
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MSIN0041 2022/23
Exam Length TWO (2) hours
Number of Sections There are THREE (3) sections to the examination paper.
Question/Mark
Distribution
Section A consists of TWO (2) compulsory questions
. This
section is worth TWETNTY (20 marks.
Section B consists of TWO (2) compulsory questions.
This section is worth TWENTY-FIVE (25) marks.
Section C consists of ONE (1) compulsory question. This
section is worth FIFTEEN (15) marks.
You are advised to allocate your time between the three
sections in proportion to the marks available.
Other notes If you are unclear on any part of the question, state your
assumptions in your answers
Module Leader: Zihao Zhou
Internal Assessor:
TURN OVER
MSIN0041: Marketing Science
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MSIN0041 2022/23
SECTION A
IMPORTANT: This section consists of TWO (2) compulsory questions. Candidates
should attempt BOTH questions. Please keep your answers concise. Written
answers should be at most 250–300 words per question, and usually significantly
less than the limit. This section is worth TWENTY (20) marks.
A.1
List one advantage and disadvantage of A/B testing. For the disadvantage you list,
show its practical relevance by giving a marketing question/scenario with actual
firm/industry where the use of A/B testing is not ideal.
[10 MARKS]
A.2
Explain what price elasticity of demand is. How do you use regression to obtain an
estimate of the price elasticity of demand with observational transaction data Why
can such estimates be biased What type of data will you need if you want an
accurate estimate of the elasticity How will you obtain such data Explain your
answer.
[10 MARKS]
CONTINUED
MSIN0041: Marketing Science
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MSIN0041 2022/23
Section B
IMPORTANT: This section consists of TWO (2) compulsory questions. Candidates
should attempt BOTH questions. Please keep your answers concise. Written
answers should be at most 250–300 words per question, and usually significantly
less than the limit. This section is worth TWENTY-FIVE (25) marks.
B.1
Explain what third-degree price discrimination is. For profit consideration, how does
uniform pricing compare with third-degree price discrimination Does third-degree
price discrimination always hurt consumer welfare Give one example that could
constrain a firm’s implementation of third-degree price discrimination. Explain your
answer.
[10 MARKS]
B.2
Explain in words why two firms that produce a homogenous product at the same unit
cost end up selling at the unit cost in Bertrand competition. Explain in words how the
use of price matching allows the two firms to escape from the outcome predicted by
the Bertrand model. Discuss how price matching could also be used to deter the
entry of potential outside challenger firms.
[15 MARKS]
CONTINUED
MSIN0041: Marketing Science
Section C
IMPORTANT: This section consists of ONE (1) compulsory question. Please keep
your answers concise. This section is worth FIFTEEN (15) marks.
C.1
Uniqlo would like to determine who among its customer base should receive a 10%-
off coupon. Recommend a data-driven approach to this question. In doing so, make
sure that you identify both the type of data and the statistical methods used, as well
as how the data analysis would identify the right customers to target.
[15 MARKS]
END OF PAPER
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MSIN0041 2022/23