CHAPTER 01 VISUAL LAB - Follow a reporting decision
Book boards: 01a and 01b

PRACTICE ROUTINE
Cover the board answer. Predict aloud, try the example, compare with the
stated result, change one input, and try again. Explain a discrepancy
before changing another thing. All marketing examples are fictional.

Use boards 01a and 01b. No software is needed; use paper and a calculator.

REPRODUCE 01a
Write Cost: EUR 300 and Enquiries: 12. Divide 300 by 12. Write the answer with
its unit: EUR 25 per recorded enquiry. Beneath it, write one thing the number
does not establish: whether these enquiries became purchases.

REPRODUCE 01b
Draw 40 numbered boxes. Mark boxes 1-5 as tests. First mark boxes 6-8 as
repeats. Cross out each marked box once: 32 remain. For a separate attempt,
mark boxes 1, 6 and 7 as repeats instead. Cross out each marked box once:
33 remain. Box 1 belongs to both excluded groups but is only one submission.

CHANGE, PREDICT, CHECK
Keep five tests but put all three repeats among those tests. Predict the
remaining count before crossing out anything.
Answer: 35 remain because the three repeats were already removed as tests.
This exercise assumes that these are the agreed exclusion rules. It does
not establish how many enquiries were suitable or led to sales.

EXPLAIN YOUR RESULT
State what was counted, the reporting period and the overlap assumption.
The checking method is inspection of individual boxes, independent of a
formula that blindly subtracts both group totals.
