1.3 An experiment tested the effects of package design and shelf display on the likelihood of buying...
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1.3 An experiment tested the effects of package design and shelf display on the likelihood of buying a breakfast cereal. Package design and shelf display were varied at two levels each, resulting in a 2 × 2 design. Purchase likelihood was measured on a seven-point scale. The results are partially described in the following table:
a Complete the table by calculating the mean square, F, significance of F, and v2 values.
b How should the main effects be interpreted?
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Related Book For 
Marketing Research: An Applied Approach
ISBN: 187936
5th Edition
Authors: Malhotra, Naresh K;Nunan, Daniel(Contributor);Birks, David F(Contributor)
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