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 0n the Half-Hour Early in Program Late in Program 10:00 morning 41 33 60 52 35 40 67 47 39 38 64 47 4:00 afternoon 62 57 88 69 59 64 83 61 60 56 79 65 9:00 evening 99 95 127 102 98 95 123 106 102 103 128 105 ANOVA: Two-Factor With Replication ANOVA: Two-Factor With Replication Summary Morning Count Sum Average Variance Afternoon Count Sum Average Variance Evening Count Sum Average Variance Total Count Sum Average Variance Hour 3 115 38.33 9.33 181 60.33 2.33 299 99.67 4.33 595 66.11 728.11 HalfHour 3 111 37.00 13.00 177 59.00 19.00 293 97.67 21.33 581 64.56 720.78 Early 191 63.67 12.33 250 83.33 20.33 378 126.00 7.00 819 91.00 771.50 Late 3 146 48.67 8.33 195 65.00 16.00 313 104.33 4.33 654 72.67 621.25 Total 12 563 46.92 132.08 12 803 66.92 113.90 12 1,283 106.92 145.54 ANOVA Source of Variation SS df MS F P-Value F crit Sample 22, 400 .00 2 11 , 200 .00 976 .27 . 0000 3. 403 Columns 3 , 973. 64 3 1, 324.55 115 . 46 . 0000 3 . 009 Interaction 57 . 78 6 9 . 63 . 84 . 5519 2. 508 Error 275.33 24 11 . 472 Total 26 , 706.75 35 150 100 Morning Afternoon 50 Evening 0 Hour Half- Early Late Hour(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.) X Answer is complete but not entirely correct. Tukey q.05 = 3.53, MSE = 11.472 UM - JA (22.11) X (14.87) X UM - HE (63.78) X (56.54) ~ ] MA - HE (45.29) X (38.05) X(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.) Q Answer is complete but not entirely correct. (1.13) , 7.189 [ p1 p3 [ (27.52) 9 , (19.16) 0 [ (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.) X Answer is complete but not entirely correct. 9:00 evening V early in the program Confidence interval = 119.43 X 127.91 X