Question 3: Business Concept Application
Greenleaf Market: two promotional emails
- Unit 2
- 3 points
- About 13 minutes
You can use a calculator on this question, just like on exam day.
A short scenario about a business gathering evidence for its plans: you describe how it did its research, describe what the data show, and explain how the business could use that finding to reach a goal. On the exam: Question 3 of 4, Section IIB (Questions 2–4 share 65 minutes); suggested time 12–13 minutes, 5% of the score. Assesses Skill Category 1. Section II has 4 free-response questions in 90 minutes (40% of the score). The exam is fully digital in Bluebook, and only a 4-function calculator is allowed (handheld or the built-in Desmos 4-function calculator).
The question and its sources
Respond to parts A, B, and C.
Greenleaf Market
Greenleaf Market is a regional grocery chain with an app for online orders. Most of its shoppers still buy only in stores. Its marketing team wants to increase online orders from people already on its email list.
The team randomly split 20,000 email subscribers into two groups of 10,000 and sent each group a different email for one week. Both emails offered the same $10 discount on an online order of $50 or more.
Email A: '48 hours only: $10 off your next online order of $50 or more.'
Email B: 'Over 8,000 of your neighbors already order groceries online with Greenleaf. Try it and get $10 off your next order of $50 or more.'
Table 1 shows the results.
Source: Hypothetical scenario written for this practice question
Table 1. Results of Greenleaf's email test
| Emails sent | Emails opened | Online orders | Revenue from orders | |
|---|---|---|---|---|
| Email A | 10,000 | 3,100 | 420 | $27,300 |
| Email B | 10,000 | 2,600 | 310 | $19,840 |
Source: Hypothetical data written for this practice question
Suggested time: 13 minutes
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Part (A)
1 pointDescribe the research method Greenleaf's marketing team used to gather the information in the scenario.
0 / 2,500 characters
Part (B)
1 pointDescribe a finding revealed by the research.
0 / 2,500 characters
Part (C)
1 pointExplain how Greenleaf could use a finding from the research to achieve its goal of increasing online orders.
0 / 2,500 characters
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