Hi,
I’m working on a dataset collected from a 2-way Anova design (kind of) on binary data. The purpose of the experiment is to explore how different types of email marketing incentives affect customers propensity to buy certain fruits.
A sample of 150 000 subscribers were randomly allocated to one of the 15 groups with 10k subscribers in each group.
The questions I have are the following:
- Which method or technique should I use to account for the binary response variable?
- When testing the main effect for Factor B, I do not want to test the difference in purchase rates shown in Table 1 (which is what is computed by default in SAS?). Rather, I’m interested in comparing the differences in purchase rate uplifts between the groups, i.e. the numbers in table 2 highlighted in green.
I would appreciate to get some guidance and advise on how to handle the two issues described?
I don't use ANOVA much. But regression is essentially the same; I would just do a logistic account for the binary response.
proc logistic data= data;
class factorA(ref='Silent') factorB(ref='Banana') / param=ref;
model purchase(event='1') = factorA factorB factorA*factorB;
run;
To get the percentages is a bit more work. You could do some lengthy code to get it, but I would probably just do this, and calculate the differences I wanted manually:
proc freq data= data;
tables factorA * purchase;
tables factorB * purchase;
tables factorA * factorB * purchase;
run;
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