A manufacturer of pens has hired an advertising agency to develop an advertising campaign for the...
Fantastic news! We've Found the answer you've been seeking!
Question:
Transcribed Image Text:
A manufacturer of pens has hired an advertising agency to develop an advertising campaign for the upcoming holiday season. To prepare for this project, the research director decides to initiate a study of the effect of advertising on product perception. An experiment is designed to compare five different advertise- ments. Advertisement A greatly undersells the pen's characteris- tics. Advertisement B slightly undersells the pen's characteristics. Advertisement C slightly oversells the pen's characteristies. Advertisement D greatly oversells the pen's characteristics. Ad- vertisement E attempts to correctly state the pen's characteris- tics. A sample of 30 adult respondents, taken from a larger focus group, is randomly assigned to the five advertise ments (so that there are 6 respondents to each advertisement). After reading the advertisement and developing a sense of "product expectation." all respondents unknowingly receive the same pen to evaluate. The respondents are permitted to test the pen and the plausibility of the advertising copy. The respondents are then asked to rate the pen from 1 to 7 (lowest to highest) on the product character- istic scales of appearance, durability, and writing performance. The combined scores of three ratings (appearance, durability, and writing performance) for the 30 respondents, stored in Pen. are as follows: B C D E 15 16 12 18 17 6. 19 17 21 10 13 18 19 16 15 11 12 19 19 14 6. 17 20 17 14 10 14 a. At the 0.05 level of significance, is there evidence of a differ- ence in the mean rating of the pens following exposure to five advertisements? b. If appropriate, determine which advertisements differ in mean ratings. c. At the 0.05 level of significance, is there evidence of a differ- ence in the variation in ratings among the five adventisements? d. Which advertisement(s) should you use, and which advertise- ment(s) should you avoid? Explain. A manufacturer of pens has hired an advertising agency to develop an advertising campaign for the upcoming holiday season. To prepare for this project, the research director decides to initiate a study of the effect of advertising on product perception. An experiment is designed to compare five different advertise- ments. Advertisement A greatly undersells the pen's characteris- tics. Advertisement B slightly undersells the pen's characteristics. Advertisement C slightly oversells the pen's characteristies. Advertisement D greatly oversells the pen's characteristics. Ad- vertisement E attempts to correctly state the pen's characteris- tics. A sample of 30 adult respondents, taken from a larger focus group, is randomly assigned to the five advertise ments (so that there are 6 respondents to each advertisement). After reading the advertisement and developing a sense of "product expectation." all respondents unknowingly receive the same pen to evaluate. The respondents are permitted to test the pen and the plausibility of the advertising copy. The respondents are then asked to rate the pen from 1 to 7 (lowest to highest) on the product character- istic scales of appearance, durability, and writing performance. The combined scores of three ratings (appearance, durability, and writing performance) for the 30 respondents, stored in Pen. are as follows: B C D E 15 16 12 18 17 6. 19 17 21 10 13 18 19 16 15 11 12 19 19 14 6. 17 20 17 14 10 14 a. At the 0.05 level of significance, is there evidence of a differ- ence in the mean rating of the pens following exposure to five advertisements? b. If appropriate, determine which advertisements differ in mean ratings. c. At the 0.05 level of significance, is there evidence of a differ- ence in the variation in ratings among the five adventisements? d. Which advertisement(s) should you use, and which advertise- ment(s) should you avoid? Explain.
Expert Answer:
Related Book For
Posted Date:
Students also viewed these accounting questions
-
After reading this chapter's analysis of test scores and class size, an educator comments, "In my experience, student performance depends on class size, but not in the way your regressions say....
-
The scores of 15 respondents on four variables are as reported below. These scores were taken from a public opinion survey called the General Social Survey, or the GSS. This data set is used for the...
-
After reading attractive brochures advertising a package tour of the Dominican Republic, a U.S. family decided to purchase tickets for the family vacation plan. The tour was a product of four...
-
Problem 10 The Solow Growth Model is an exogenous model of economic growth that analyzes changes in the level of output in an economy over time as a result of changes in the population growth rate,...
-
Briefly describe the basic approaches to asset allocation: (a) Fixed weightings, (b) Flexible weightings, and (c) Tactical asset allocation.
-
Given the following data, what is the weighted-average cost of ending inventory, rounded to the nearest whole dollar? Sales revenue Beginning inventory Purchase 100 units at $10 per unit 50 units at...
-
Consider a bank that conducts a microlending program in four stagesat dates zero, one, two, and three. 1. At date zero, the bank lends to thirty-five poor clients an amount 6,000 taka per person. At...
-
Flex-Em began business in July 2013. The firm makes an exercise machine for home and gym use. Following are data taken from the firms accounting records that pertain to its first month of operations....
-
Kristie is a 30% partner in the KKM Partnership. During the current year, KKM reported gross receipts of $280,000 and a charitable contribution of $30,000. The partnership paid office expenses of...
-
Sketch a set of equidistant 113 planes in a cubic unit cell.
-
At the end of October, Elizabeth lamented the company's situation: in the middle of production of Coronado-T's most popular long- sleeve T-shirt, the company ran out of its usual collars, purchased...
-
4. Given below grammar Expr Expr Op Expr Expr (Expr) Expr Expr Expr num Op Op T - do By using Shift-Reduce Parser if "num*(num)" is accepted or not? Proof your answer
-
A married couple received $11,000 of social security benefits. a. Calculate the taxable amount of those benefits if the couple's provisional income is $24,500. b. Calculate the taxable amount of...
-
For the quarter ending on 30 th September 2022 CEO of YBAK Corporation John Skinner approached CFO Scott Branch to approve a 15% bonus to all sales related departments on the new products sold by...
-
Write the PseudoCode for the Binary Search algorithm Procedure binary_search A sorted array nsize of array x value to be searched Set lowerBound = 1 Set upperBound = n while x not found if upperBound...
-
What is the run-time for the following algorithm? for (i 0; i < N; i++) { 0; j < N; j++) { sequence of statements for (j = } } for (k = 0; k < N; k++) { sequence of statements }
-
eBook Show Me How Video Missing Income Statement Amounts For each of the following cases, fill in the blank with the appropriate dollar amount. Net sales Sara's Coffee Shop Amy's Deli Jane's Bagels...
-
Repeat the previous problem, but close the positions on September 20. Use the spreadsheet to find the profits for the possible stock prices on September 20. Generate a graph and use it to identify...
-
What would be the best choice in Worked-Out Problem 3.1 (on page 70) if you are already committed to paying an additional $1,500 for parts your mechanic has ordered? What would your net benefit be?
-
After learning about market failures, George states: "Any time the market outcome is Pareto inefficient; government intervention can make everyone better off, at least in principle." Do you agree?...
-
Many people think that liability for accidents should be based in part on negligence. For example, a negligence rule might state that if two cars collide while one driver is following traffic laws...
-
A recent directive from Eugenia Yu, CEO of Comtel, had instructed each department to cut its cost by 10 percent. The traditional budget for the warehousing department was as follows: Salaries, 4...
-
Study the appendix beginning on page 551. The CD-ROM division (CDRD) of Micro Storage, Inc. produces CD-ROM drives for personal computers. The drives are assembled from purchased components. The...
-
Since Mitch Banks had become president of Alberta Mining, Ltd., budgets had become a major focus for managers. In fact, making budget was such an important goal that the two managers who had missed...
Study smarter with the SolutionInn App