An article in the Journal of Marketing Research

(1973, Vol. 10, No. 3, pp. 270–276) presented a 274 fractional factorial design to conduct marketing research:

The factor and levels are shown in the following table

(a) Write down the alias relationships.

(b) Estimate the main effects.

(c) Prepare a normal probability plot for the effects and interpret the results.

Transcribed Image Text:

Runs A 1 BCDE F G Sales for a 6-Week Period (in $1000) 2345678 1-1-1-1-1 -1-1-11 11-1 -1 1 -1-1 1 -1 1 8.7 1 1 15.1 9.7 1 1-1 1-1 1 - -1 11.3 14.7 1 -1 1-1 1-1-1 22.3 -1 1 1 -1 -1 I- I 16.1 1 1 1 1 1 1 1 22.1