13 In a study of advertising effects, two waves of consumers were interviewed. Wave 1 took place before a new campaign was introduced, and wave 2 a few months after the new cam- paign had started. As part of the analysis of the data, a comparison was made between the demographic characteristics of the consumers in wave 1 and wave 2. The hope was that the demographics would be the same. Typical of the reported results is the following:

What conclusion can be drawn from this result?

Transcribed Image Text:

Wave 1 Wave 2 Sex Male Female 52% 47% 48 53 (chi-square 4.16)