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	34	59	49
	37	43	67	46
	42	37	64	49
4:00 afternoon	62	57	87	66
	62	60	84	61
	59	53	79	66
9:00 evening	104	97	127	103
	94	96	118	102
	107	103	125	110

ANOVA: Two-Factor With Replication
Summary	Hour	Half-Hour	Early	Late	Total
Morning
Count	3	3	3	3	12
Sum	120	114	190	144	568
Average	40.00	38.00	63.33	48.00	47.33
Variance	7.00	21.00	16.33	3.00	116.97
Afternoon
Count	3	3	3	3	12
Sum	183	170	250	193	796
Average	61.00	56.67	83.33	64.33	66.33
Variance	3.00	12.33	16.33	8.33	120.42
Evening
Count	3	3	3	3	12
Sum	305	296	370	315	1,286
Average	101.67	98.67	123.33	105.00	107.17
Variance	46.33	14.33	22.33	19.00	119.06
Total
Count	9	9	9	9
Sum	608	580	810	652
Average	67.56	64.44	90.00	72.44
Variance	751.28	736.03	713.75	653.78

ANOVA
Source of Variation	SS	df	MS	F	P-Value	F crit
Sample	22,433.56	2	11,216.78	710.92	.0000	3.403
Columns	3,515.89	3	1,171.96	74.28	.0000	3.009
Interaction	26.44	6	4.41	.28	.9411	2.508
Error	378.67	24	15.778
Total	26,354.56	35

(b) Test the significance of time of day effects with = .05.

(c) Test the significance of position of advertisement effects with = .05.

(d) Make pairwise comparisons of the morning, afternoon, and evening times by using Tukey simultaneous 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 = 15.778

M A[,]

M E[,]

A E[,]

(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.)

1 2[,]

1 3[,]

1 4[,]

2 3[,]

2 4[,]

3 4[,]

(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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