"Sex in advertising prompts much discussion and media attention, typically how advertisers blend sex with their brands to gain attention" (Reichert \& Lambiase, 2003, p. 120). As part of their study, they asked the following question: "Are sexual ads more likely to appear in women's or men's magazines?” (p. 125). To address this question, they examined the full-page advertisements in a sample of women's and men's magazines and found 107 sexual ads that were divided into women's and men's magazines as follows:

To determine whether sexual ads were more likely to be found in women's or men's magazines, conduct the chi-square goodness-of-fit test (assume equal proportions):

a. State the null and alternative hypotheses \(\left(\mathrm{H}_{0}\right.\) and \(\left.\mathrm{H}_{1}\right)\).

b. Make a decision about the null hypothesis.
1, Calculate the degrees of freedom \((d f)\).
2, Set alpha (a), identify the critical value, and state a decision rule.
3, Calculate a statistic: chi-square \(\left(X^{2}\right)\).
4, Make a decision whether to reject the null hypothesis.
5, Determine the level of significance.
6, Calculate a measure of effect size (Cramér's \(\varphi\) ).

c. Draw a conclusion from the analysis.

d. Relate the result of the analysis to the research hypothesis.

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Type of Magazine f Women's % 59 55.1% Men's 48 44.9% Total 107 100.0%