A telemarketing firm has studied the effects of two factors on the response to its television advertisements. The rst 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 ofthe 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 45 35 60 53 35 41 67 46 39 40 63 49 4:00 afternoon 61 58 87 66 59 64 81 61 57 54 82 64 9:00 evening 104 96 130 105 98 95 124 101 104 103 129 110 ANOVA: Two-Factor With Replication Summary Hour Half-Hour Early Late Total Morning Count 3 3 3 3 12 Sum 119 116 190 148 573 Average 39.67 38.67 63.33 49.33 47.75 Variance 25.33 10.33 12.33 12.33 118.20 Afternoon Count 3 3 3 3 12 Sum 177 176 250 191 794 Average 59.00 58.67 83.33 63.67 66.17 Variance 4.00 25.33 10.33 6.33 119.79 Evening Count 3 3 3 3 12 Sum 306 294 382 316 1,298 Average 102.00 93.00 127.33 105.33 108.17 Variance 12.00 19.00 9.33 20.33 151.97 Total Count 9 9 9 9 Sum 602 596 322 655 Average 66.89 65.11 91.33 72.78 . 697.11 Variance 773.86 812.00 644.44 LNOVA Scurce of Variation SS at MS F P-Value F crit Sample 23,013.39 2 11,506.69 826.83 .0000 3.403 Columns 3,883.64 3 1,294.55 93.02 .0000 3.009 Interaction 71.94 6 11.99 .86 .5367 2.508 Error 334.00 24 13.917 Total 27,302.97 35 150 100 - Morning -Afternoon - Evening Hour Half- Early Late Hour (b) Test the significance of time of day effects with a = .05. Answer is complete and correct. F = 826.83, p-value = less than .05; reject |HO: time of day is important (c) Test the significance of position of advertisement effects with a = .05. Answer is complete and correct. F = 93.02, p-value = less than .001; reject HO: position of the ads is important (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 not complete. Tukey q.05 = 3.53, MSE = 13.917 UM - JA 3.52 X 3.52 X ] UM - HE HA - HE(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.) x Answer is not complete. H1 - 12 7.60 X 7.60 x ] H1 - 13 12 - 14 (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 early in the program V Confidence interval = 119.88 X 128.12 X ]