4 In an experiment designed to measure the effect of gender and frequency of travel on preference...

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4 In an experiment designed to measure the effect of gender and frequency of travel on preference for long-haul holidays, a 2 (gender) * 3 (frequency of travel) between-subjects design was adopted. Five participants were assigned to each cell for a total sample size of 30. Preference for long-haul holidays was measured on a nine-point scale (1 = No preference, 9 = Strong preference). Gender was coded as Male = 1 and Female = 2. Frequency of travel was coded as light = 1, medium = 2 and heavy = 3. The data obtained are shown in the table:

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Marketing Research Applied Insight

ISBN: 187940

6th Edition

Authors: Daniel Nunan, David F. Burks, Naresh K. Malhotra

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