Chapter 5 Association between Categorical Variables

Busy Web Sites Charge for Running Ads on Their Pages.

If you are an online retailer, how are you to decide which sites to place your ads?

The answer comes from understanding the habits of on-line shoppers. Some shoppers buy, but others only browse. Suppose that every shopper from Yahoo was a buyer, but none of the shoppers from Google. Knowing which Web site delivers the buyers explains variation in behavior and reveals the better site for ads.

Let’s focus on the choices faced ...

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