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CONTENTS
Preface xvi
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CONTENTS vii
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viii CONTENTS
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CONTENTS ix
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x CONTENTS
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CONTENTS xi
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xii CONTENTS
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CONTENTS xiii
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xiv CONTENTS
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CONTENTS xv
References 873
Index 875
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PREFACE
With today’s technology, companies are able to collect tremendous amounts of data with relative ease. Indeed, many com-
panies now have more data than they can handle. However, before the data can be useful, they must be analyzed for trends,
patterns, and relationships. This book illustrates in a practical way a variety of methods, from simple to complex, to help you
analyze data sets and uncover important information. In many business contexts, data analysis is only the first step in the
solution of a problem. Acting on the solution and the information it provides to make good decisions is a critical next step.
Therefore, there is a heavy emphasis throughout this book on analytical methods that are useful in decision making. The meth-
ods vary considerably, but the objective is always the same—to equip you with decision-making tools that you can apply in
your business careers.
We recognize that the majority of students in this type of course are not majoring in a quantitative area. They are typically
business majors in finance, marketing, operations management, or some other business discipline who will need to analyze data
and make quantitative-based decisions in their jobs. We offer a hands-on, example-based approach and introduce fundamental
concepts as they are needed. Our vehicle is spreadsheet software—specifically, Microsoft Excel®. This is a package that most
students already know and will almost surely use in their careers. Our MBA students at Indiana University have been so turned
on by the required course that is based on this book that almost all of them (mostly finance and marketing majors) have taken
at least one of our follow-up elective courses in spreadsheet modeling. We are convinced that students see value in quantitative
analysis when the course is taught in a practical and example-based approach.
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PREFACE xvii
Practical in Approach
This book has been designed to be very example-based and practical. We strongly believe that students learn best by w orking
through examples, and they appreciate the material most when the examples are realistic and interesting. Therefore, our
approach in the book differs in two important ways from many competitors. First, there is just enough conceptual development
to give students an understanding and appreciation for the issues raised in the examples. We often introduce important concepts,
such as standard deviation as a measure of variability, in the context of examples rather than discussing them in the abstract.
Our experience is that students gain greater intuition and understanding of the concepts and applications through this approach.
Second, we place virtually no emphasis on hand calculations. We believe it is more important for students to understand
why they are conducting an analysis and to interpret the results than to emphasize the tedious calculations associated with many
analytical techniques. Therefore, we illustrate how powerful software can be used to create graphical and numerical outputs
in a matter of seconds, freeing the rest of the time for in-depth interpretation of the results, sensitivity analysis, and alternative
modeling approaches.
Spreadsheet-based Teaching
We are strongly committed to teaching spreadsheet-based, example-driven courses, regardless of whether the basic area is data
analysis or management science. We have found tremendous enthusiasm for this approach, both from students and from faculty
around the world who have used our books. Students learn and remember more, and they appreciate the material more. In
addition, instructors typically enjoy teaching more, and they usually receive immediate reinforcement through better teaching
evaluations. We were among the first to move to spreadsheet-based teaching about two decades ago, and we have never regret-
ted the move.
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Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
xviii PREFACE
• Updated for Office 365, Windows or Mac: The 7th Edition is completely compatible with the latest version of Excel, and
all screenshots in the book are from the latest version. However, because the changes from previous versions are not that
extensive for Business Analytics purposes, the 7th Edition also works well even if you are still using Microsoft Office
2013, 2010, or 2007. Also, recognizing that many students are now using Macs, we have attempted to make the material
compatible with Excel for Mac whenever possible.
• Updated Problems: Numerous problems have been modified to include the most updated data available. In addition,
the DADM 7e Problem Database.xlsx file provides instructors with an entire database of problems. This file indicates
the context of each of the problems and shows the correspondence between problems in this edition and problems in the
previous edition.
• Less emphasis on add-ins (when possible): There is more emphasis in this edition on implementing spreadsheet
calculations, especially statistical calculations, with built-in Excel tools rather than with add-ins. For example, there is
no reliance on Palisade’s StatTools add-in in the descriptive statistics chapters 2 and 3 or in the confidence interval and
hypothesis testing chapters 8 and 9. Nevertheless, Palisade’s add-ins are still relied on in chapters where they are really
needed: PrecisionTree for decision trees in Chapter 6; StatTools for regression and time series analysis in Chapters 10,
11, and 12; @RISK for simulation in Chapters 15 and 16; and StatTools and NeuralTools for logistic regression and neu-
ral networks in Chapter 17.
• New optional add-in: Although it is not an “official” part of the book, Albright wrote a DADM_Tools add-in for Excel
(Windows or Mac), with tools for creating summary stats, histograms, correlations and scatterplots, regression, time
series analysis, decision trees, and simulation. This add-in provides a “lighter” alternative to the Palisade add-ins and is
freely available at https://kelley.iu.edu/albrightbooks/free_downloads.htm.
Software
This book is based entirely on Microsoft Excel, the spreadsheet package that has become the standard analytical tool in busi-
ness. Excel is an extremely powerful package, and one of our goals is to convert casual users into power users who can take full
advantage of its features. If you learn no more than this, you will be acquiring a valuable skill for the business world. However,
Excel has some limitations. Therefore, this book relies on several Excel add-ins to enhance Excel’s capabilities. As a group,
these add-ins comprise what is arguably the most impressive assortment of spreadsheet-based software accompanying any book
on the market.
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PREFACE xix
SolverTable Add-in
We also include SolverTable, a supplement to Excel’s built-in Solver for optimization.1 If you have ever had difficulty under-
standing Solver’s sensitivity reports, you will appreciate SolverTable. It works like Excel’s data tables, except that for each
input (or pair of inputs), the add-in runs Solver and reports the optimal output values. SolverTable is used extensively in the
optimization chapters.
• Palisade’s StatTools add-in can do all of this. It isn’t used in the chapter, but it is mentioned in a short appendix, and an
Intro to StatTools video is available.
• Albright’s DADM_Tools add-in can do all of this except for time series graphs.
built-in functions AVERAGE, STDEV.S, etc. (They are embedded in array formulas with IF functions.)
° Side-by-side box plots are created with the Excel box plot chart type introduced in 2016.
° Correlations are calculated with Excel’s CORREL function. A combination of the CORREL and INDIRECT func-
tions is used to create tables of correlations.
• StatTools can do all of this. It isn’t used in the chapter, but it is mentioned in a short appendix.
• DADM_Tools can do all of this.
1
SolverTable is available on this textbook’s website and on Albright’s website, www.kelley.iu.edu/albrightbooks.
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“Now it will be all right for you?” he said.
The bright eyes were still resolute and clear and the voice
steady, though with a little strain in it.
Alwyn looked at the white fragile face, and could not find
voice for a moment to answer.
“You mustn’t stay too long and spoil me,” said Edgar,
“unless you come back again very quickly.”
“My boy,” he said, “you know I did not come home only to
clear my way for my great hopes. I did come to seek for
pardon and to try to undo a little of the past. There’s a long
time to make up for; there is no hurry. You need not think
about parting yet; that is, if my father—”
Alwyn broke off, and Edgar lay still, twisting his long weak
fingers round the hand he was holding.
“Well, that’s all as it may be. One must take what comes.”
“Well,” said Alwyn, “as for religion, you know I never had
thought about it. I don’t believe as a family, we’re given to
thinking, and, apart Corinne, young Dallas was a new idea
to me. Of course his ways and words put much into my
head. But it was the earthly love that was granted to me
that showed me what that Higher love might be. And when
I had once said to my Heavenly Father, ‘I have sinned,’
there was nothing for it but to come and say the same to
my earthly one, even—even if he is less merciful.”
Edgar listened with great surprise, but with no doubt
whatever of the absolute sincerity of the speaker.
“It would have taken less pluck, my boy, to face the enemy,
if you had gone into the army, than to face your life here,”
said Alwyn tenderly. “I thank God, who made you of that
sort of stuff.”
“Yes, sir, but one of the little hedgehogs has got away, and
the moor-fowl, sir, I’m sorry to say they constantly
diminish. Father thinks there’s rats about—or a cat, sir.”
“Very well, sir, but I don’t know as even Granny would like
them about,” said Wyn, as he went after the dogs.
“You look as if you had been practising for the clown,” said
Edgar, as his father came forward on to the terrace.
He did not wish for any approach from Alwyn; but it was
none the less true that these feelings had come to him on
Alwyn’s return, because Alwyn was the only one of his three
children that he had ever greatly loved.
Chapter Nineteen.
After Eight Years.
She knew that she had not managed Florrie very well, but
the relief of feeling no longer responsible for her was great.
After a longish interval, Florence had replied to the letter in
which she had urged her to keep in mind the lesson of
Harry’s misconduct.
“It seems a bit heartless of us, George,” she said, “to think
so little about him. He might be in trouble and poverty, and
we so comfortable.”
“I don’t think he does,” said George dryly; “he put him out
of the way too much. But Aunt Stroud made a pet of him.”
And for himself, he had come home more for the sake of his
child than for that of his family. He recalled them all with an
effort, even as he walked along counting the new tomb-
stones that had appeared since he went away. His Aunt
Stroud had arranged to come to the Lodge a few minutes
before him, so as to prepare his family for his arrival.
Suddenly, however, he perceived his father walking towards
him by a side path, with his order-book under his arm, on
his way from a meeting of the Board. A little greyer-haired,
elderly middle-aged instead of young middle-aged, but far
less altered than Harry himself, at whom he looked without
any recognition. Harry had to choose between letting him
pass and making himself known; but, before he could
resolve what to say, some agitation in his manner, a look
that was not that of the ordinary passer-by in his face,
arrested Mr Whittaker’s attention, and he paused and
looked at him.
He turned and led the way into the little office where
business was transacted, and where the relatives and
friends sometimes waited for funerals. In this not very
cheerful spot Harry’s papers and letters (including one from
Mrs Warren) were once more produced, and, under promise
of secrecy for the present, he told his father of the search
for the jewels, and how he would willingly have held back
till they were found, but for his encounter with Florence.
The father and son sat looking at each other for a moment
or two in silence. For the big, half-grown, trouble-town of a
boy the father could not say that his heart had broken; but
the thought of the little grandchild brought back early days,
when Harry’s rosy face and sandy curls had been the
mother’s pride, and when his father’s heart would have
nearly broken if he had died in that scarlet fever from which
he had barely recovered. Perhaps he had been too ready to
think ill of the lad, and to cast him upon his own resources.
“If you were wronged about the jewels, Henry,” he said, “it’s
you that have the advantage of us.”
“And how long do you mean to stay this side of the water,
Harry?” asked his aunt.
“No, Henery,” said Mrs Stroud; “if Mattie knows which side
her bread’s buttered she’ll stay on this side of the ocean.
But if you want to do a brother’s part by your own family,
you’ll take Florrie off their hands. For there’s no room for
that girl—not in the High Street of Rapley. Perhaps there
might be in Ameriky.”
“Well, well,” said Harry, “we’ll talk it all over. But Florence
did her best to get me out of a scrape—”
“Which I make no doubt she got you into,” said Mrs Stroud.
Poor little Wyn was always hoping that his master would be
well enough to come into the wood; but the drives in the
pony chaise had been very short of late, and often Edgar
was only fit to lie quite still on the terrace, looking at the
sky and the trees, still enjoying the sense of “out of doors,”
which was like life to him.
“Please, sir, Lady Carleton has offered a prize for the best
wild-flower collection at the flower show to-morrow, and
this is mine. There are grasses and lichens too, sir.”
“Yes. Capital! How well you have arranged it! All the three
sorts of heath too!”
“Yes, sir. Please, sir, last year we went right through the
wood to see the heather in bloom.”
“Ah, yes; but, you see, just lately the pony chair seems to
shake me, so I have to lie still.”
“Yes, in the spring! We’ve had some very good times out
with Dobbles, Wyn, haven’t we? You must bring him up for
me to look at some day, if I can’t go out. Now tell me about
all the creatures.”
Wyn began a long list of the various birds and beasts under
his charge, as had often been his custom; but there was
something in the intent way in which his young master
looked at him that made it difficult for Wyn to go on. Edgar
lay so still, and made so little comment.
“Yes, sir, and to take some flowers to little Miss Lily, who
wants to send up a bunch, ‘not for competition,’ she says,
sir, because she can’t get them all herself.”
“No,” said Edgar, “go and write your letter. I see father
coming; he will tell me the news. Just lift me up a little bit
and give me some drink. Yes, so—I am quite comfortable.”
Alwyn was naturally very eager to write his letter, and went
into the house, grateful to Edgar for understanding his
hurry.
But he did not know that Edgar had wound up all the
remains of his resolute spirit to an effort he was determined
to make. Poor fellow! ‘Don’t care’ was no easy saying to him
now. His heart beat fast, and he could scarcely conquer the
dread of making matters worse by speaking. “Father,” he
began, after Mr Cunningham had said a few ordinary words
about the weather, “I can’t say very much now; you’ll
forgive me for being short and sudden. You know, father—I
shall never be your heir—never. You will not let any one
think that you wait for the chance of finding those jewels
before you set Alwyn in his right place. What can a man do
but repent? I know it must come right finally; but, father,
will you give me the happiness of seeing it?”
“We didn’t get on much with settling about the farms,” said
Alwyn, half laughing. “As we walked down he said that he
begged me to spare him conversation on the subject. I was
to understand that my place was ready for me. And then,
when brooks came up about the farms, he referred him to
me in a sort of matter-of-course way that I could have
laughed at. A fine notion Brooks must have formed of my
knowledge of the subject! We met Sir Philip Carleton, and
when he said that the search in the wood seemed hopeless,
my father answered that, for Lady Carleton’s sake, he was
sorry. It did not, of course, particularly concern himself.
Then he walked round by the stables and made me say
which of his young horses should be sold. I could only say I
would come to-morrow and look more particularly. I
couldn’t have told a racer from a cab-horse then. But,
Edgar, the best of it was that I—I knew that he liked it, that
he felt it good to have me to ask and to care. And at last he
said something about ‘my friends in America.’ I don’t think
he liked the notion much, but he ended by saying that he
would write to Mr Dallas, and that he should be glad to
make the young lady’s acquaintance at no distant date.”
“I couldn’t let you go,” said Edgar. “It used to come across
me what it would be like to die alone. I was afraid of getting
worse always, though I wouldn’t own it to myself. Afraid of
having to lie here shut up from the air and the light, and
just the things that made life bearable—with never any
change. But now that I have you—”
“Miss Lily hasn’t got any honeysuckle. That’s not rare, but it
is very sweet, and suitable for a young lady’s basket. You
should put the climbing things round the edge for her,
Florrie; different sorts of brambles, and dog-rose berries,
and traveller’s joy.”
“No; I once tried to make that hole ever so nice and soft
with moss and stuff, and put acorns and nuts in it to get the
squirrels there. I even went and got a bit of putty and
stopped up the hole in the bottom and put decayed wood
over it; but, bless you, they never came.”
“Could you get the hole open, Wyn? Was it a hole that
things could be hidden in?”
The hole was wide and shallow. Wyn took the knife with
which he had meant to cut the honeysuckle, scraped and
cut, and, the soft decayed wood giving way, the piece of
putty yielded to his pull and came out.
“There’s a hole, but I can’t feel the bottom of it,” he said.
“As if they hadn’t been looking in all the holes in the wood,”
said Florence, “and you could have told them of another.
Didn’t you know?”
“Now, not another thing must be done till Sir Philip knows,
and Mr Cunningham, and Harry Whittaker too. Stay there,
Wyn Warren; don’t touch the tree. Come, Florence, and tell
Sir Philip we have got them,” said Lady Carleton.
Sir Philip declared that the rest of the jewels must be taken
out in the presence of those most nearly concerned, and
hurried messengers were sent to summon them; while Sir
Philip, the Ravenshurst keeper, and Wyn patrolled round the
tree, as if they thought that the jays and the wood-pigeons
would carry off the precious discovery.
The short September evening had closed in, and the wood
was all dusky and dewy, when at last Mr Cunningham and
Alwyn, Harry Whittaker, Sir Philip and Lady Carleton, Wyn
and Florence by right of discovery, the two head-keepers,
and the village constable, all gathered, by the light of the
rising moon and of some half-dozen lanterns, round the
tree.
Lady Carleton came forward and put her hand into the hole.
“It’s like a bran pie!” she said, with a nervous little laugh.
“But yes—here is a prize!” Out came something, discoloured
and tarnished, but a gold bracelet; then something else,
which, as the dust was shaken off and the light fell on it,
flashed and dazzled—a diamond star, rings, brooches,
everything. The lost jewels were found at last!
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