A telemarketing firm has studied the effects of two factors on the response to its television advertisements. The first factor is the time of day at which the ad is run, while the second is the position of the ad within the hour. The data in the following table, which were obtained by using a completely randomized experimental design, give the number of calls placed to an 800 number following a sample broadcast of the advertisement. If we use Excel to analyze these data, we obtain the output in the table below.

The Telemarketing Data and the Excel Output of a Two-Way ANOVA
		Position of Advertisement
Time of Day	On the Hour	On the Half-Hour	Early in Program	Late in Program
10:00 morning	41	35	60	53
	36	41	68	47
	39	35	66	50
4:00 afternoon	61	57	88	68
	59	63	83	60
	58	52	80	64
9:00 evening	105	98	126	104
	99	98	120	102
	108	100	125	108

ANOVA: Two-Factor With Replication
Summary	Hour	Half-Hour	Early	Late	Total
Morning
Count	3	3	3	3	12
Sum	116	111	194	150	571
Average	38.67	37.00	64.67	50.00	47.59
Variance	6.33	12.00	17.33	9.00	141.54
Afternoon
Count	3	3	3	3	12
Sum	178	172	251	192	793
Average	59.33	57.33	83.67	64.00	66.08
Variance	2.33	30.33	16.33	16.00	130.63
Evening
Count	3	3	3	3	12
Sum	312	296	371	314	1,293
Average	104.00	98.67	123.67	104.67	107.75
Variance	21.00	1.33	10.33	9.33	105.66
Total
Count	9	9	9	9
Sum	606	579	816	656
Average	67.33	64.33	90.67	72.89
Variance	843.75	751.50	691.25	613.36

ANOVA
Source of Variation	SS	df	MS	F	P-Value	F crit
Sample	22,793.56	2	11,396.78	901.72	.0000	3.403
Columns	3,750.75	3	1,250.25	98.92	.0000	3.009
Interaction	102.00	6	17.00	1.35	.2764	2.508
Error	303.33	24	12.639
Total	26,949.64	35

(d)Make pairwise comparisons of the morning, afternoon, and evening times by using Tukeysimultaneous 95 percent confidence intervals.(Round your answers to 2 decimal places. Negative amounts should be indicated by a minus sign.)

Tukey q.05 = 3.53, MSE = 12.639

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(e)Make pairwise comparisons of the four ad positions by using Tukey simultaneous 95 percent confidence intervals.(Round your answers to 2 decimal places. Negative amounts should be indicated by a minus sign.)

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(f)Which time of day and advertisement position maximizes consumer response? Compute a 95 percent (individual) confidence interval for the mean number of calls placed for this time of day/ad position combination.(Round your answers to 2 decimal places.)

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