Suppose a researcher conducted a 2 X 4 between-subjects design where device type (cell phone versus computer)
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Suppose a researcher conducted a 2 X 4 between-subjects design where device type (cell phone versus computer) and type of advertisement (text only, text and graphics, text and photos, no text but a speaking avatar) are the predictors of intentions to “like” the ad.The researcher expects that device type will be a significant predictor with phone users having lower intentions than computer users.After conducting the test, he is concerned about what level of “advertisement type” is the most unique.What type of tests would be appropriate and why?
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Posthoc tests will allow the researcher to see which interactions ...View the full answer
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Related Book For 
Exploring Marketing Research
ISBN: 978-1305263529
11th Edition
Authors: Barry J. Babin, William G. Zikmund
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