1. How to improve decision-making with non-experimental data View as slide show How to use non-experimental data Adapted from AdPrin.com

2. How to improve decision-making in football Assume that you are a football coach. It is the 4 th down and you are on the opponent’s 3- yard line midway though the first quarter. How would you decide whether to kick a field goal or go for a touchdown? How do you think most coaches would make this decision? How would you advise coaches to make this decision? When you finish writing your answers, go to the next slide. Adapted from AdPrin.com

3. Expert opinions vs. objective analyses of non- experimental data Most coaches use expert opinions. Alternative: Analysis of non-experimental data. The Boston Patriots football team uses this effectively. The 15 National Basketball teams with at least one full- time statisticians on their staff won 59% of 962 games to date in 2009-10, while the 15 teams which no statisticians won only 41 percent of 958 games (Biderman 2010 in Persuasive Advertising p 8)Biderman 2010

4. Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application. For example, find statistics on the safety of different brands of tires before making a purchase. Adapted from AdPrin.com