A political consultant convened a focus group to evaluate the effectiveness of two commercials promoting a candidate. Prior to running any media, the participants are asked to answer one question: Do you intend to vote for Jones in the upcoming election? The participants will respond using a scale ranging from 1 to 7 (1 = Absolutely will not vote for Jones . . . 7 = Absolutely will vote for Jones). Next, the facilitator runs a 30-second radio advertisement, promoting the candidate, after which, the participants are asked to respond to the same question using the 1 to 7 scale. Finally, the facilitator runs a 30-second video advertisement for the candidate, after which, the participants will respond to the voting intentions using the 1 to 7 scale.
Data set: Ch 09 – Exercise 07B.sav
Codebook
Variable: ID
Definition: Name
Type: Alphanumeric
Variable: Opinion1_Baseline
Definition: Likelihood of voting for Jones
Type: Continuous
Variable: Opinion2_Audio

Definition: Likelihood of voting for Jones after hearing
the radio advertisement
Type: Continuous
Variable: Opinion3_Video

Definition: Likelihood of voting for Jones after viewing the video advertisement
Type: Continuous
a. Write the hypotheses.
b. Run the criteria of the pretest checklist (Mauchly’s test of sphericity) and discuss your findings.
c. Run the ANOVA repeated measures and document your findings (means and Sig. [p value]), graphical plot, and hypothesis resolution.
d. Write an abstract under 200 words detailing a summary of the study, the ANOVA repeated-measures test results, hypothesis resolution, and implications of your findings.