A telemarketing firm has studied the effects of two factors on the response to its television advertisements. The first factor is the time of day at which the ad is run, while the second is the position of the ad within the hour. The data in Figure 11.13, which were obtained by using a completely randomized experimental design, give the number of calls placed to an 800 number following a sample broadcast of the advertisement. If we use Excel to analyze these data, we obtain the output in Figure. Using the computer output:

a. Perform graphical analysis to check for interaction between time of day and position of advertisement. Explain your conclusion. Then test for interaction with α = .05.
b. Test the significance of time of day effects with α = .05.
c. Test the significance of position of advertisement effects with α = .05.
d. Make pairwise comparisons of the morning, afternoon, and evening times by using Tukey simultaneous 95 percent confidence intervals.
e. Make pairwise comparisons of the four ad positions by using Tukey simultaneous 95 percent confidence intervals.
f. Which time of day and advertisement position maximizes consumer response?
Compute a 95 percent (individual) confidence interval for the mean number of calls placed for this time of day/ ad position combination.

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Position of Advertisement Time of Day 10:00 morning On the Hour On the Half-Hour 36 Early In Program Late in Program 42 37 62 47 48 67 60 38 64 4:00 afternoon 62 60 58 57 85 81 127 120 126 9:00 evening 100 96 103 105 101 107 97 101 ANOVA: Two-Factor With Replication Hour Half-Hour Early Late Total 150 100 Morning Afternoon Evening Count Sum Average Variance Afternoon Count Sum Average Variance Evening Count Sum Average 99.67 Variance 12.33 Total Count Sum Average 5 64.56 91.22 72.44 Variance 697.53 701.78 700.69 625.03 120 115 194 146 575 40 38.3 647 48.7 47.9 7 63 9.3 4.3 123.7 50 Hour Haf-Hr Early Late 12 172 254 193 799 57.3 84.7 64.3 66.6 63 123 4.3 1324 180 60 ANOVA Source of SS df MS F P-value F crit 3 12 Variation 294 373 313 1279 21560.89 210780.444 1209.2 8.2E-25 3.403 3989.42 3 1329.806 49.14 .9-15 3.009 0.470.8212 2.508 98 124.3 104.3 106.6 Sample 7 9.3 128.3 Columns 14.3 Interaction Within Total 25.33 6 214 24 25789.64 35 8.917 599 581 821 652