Case Problem 3 TourisTopia Travel

TourisTopia Travel (Triple T) is an online travel agency that specializes in trips to exotic locations around the world for groups of ten or more travelers. Triple T's marketing manager has been working on a major revision of the homepage of Triple T's website. The content for the homepage has been selected and the only remaining decisions involve the selection of the background color (white, green, or pink) and the type of font (Arial, Calibri, or Tahoma).

Triple T's IT group has designed prototype homepages featuring every combination of these background colors and fonts, and it has implemented computer code that will randomly direct each Triple T website visitor to one of these prototype homepages. For three weeks, the prototype homepage to which each visitor was directed and the amount of time in seconds spent at Triple T's website during each visit were recorded. Ten visitors to each of the prototype homepages were then selected randomly; the complete data set for these visitors is available in the file TourisTopia.

Triple T wants to use these data to determine if the time spent by visitors to Triple T's website differs by background color or font. It would also like to know if the time spent by visitors to the Triple T website differs by different combinations of background color and font.

Managerial Report

Prepare a managerial report that addresses the following issues.

1. Use descriptive statistics to summarize the data from Triple T's study. Based on descriptive statistics, what are your preliminary conclusions about whether the time spent by visitors to the Triple T website differs by background color or font? What are your preliminary conclusions about whether time spent by visitors to the Triple T website differs by different combinations of background color and font?
2. Has Triple T used an observational study or a controlled experiment? Explain.
3. Use the data from Triple T's study to test the hypothesis that the time spent by visitors to the Triple T website is equal for the three background colors. Include both factors and their interaction in the ANOVA model, and use .
4. Use the data from Triple T's study to test the hypothesis that the time spent by visitors to the Triple T website is equal for the three fonts. Include both factors and their interaction in the ANOVA model, and use .
5. Use the data from Triple T's study to test the hypothesis that time spent by visitors to the Triple T website is equal for the nine combinations of background color and font. Include both factors and their interaction in the ANOVA model, and use .
6. Do the results of your analysis of the data provide evidence that the time spent by visitors to the Triple T website differs by background color, font, or combination of background color and font? What is your recommendation?

Background Ariel Calibri Tahoma white background 301 225 217 white background 288 250 259 white background 234 173 234 white background 381 267 270 white background 295 356 245 white background 351 253 239 white background 298 230 268 white background 290 261 245 white background 311 294 273 white background 355 216 265 green background 275 258 261 green background 271 216 193 green background 210 203 280 green background 324 223 282 green background 327 159 227 green background 200 178 217 green background 257 241 180 green background 266 312 285 green background 205 310 254 green background 194 310 313 pink background 209 251 201 pink background 292 273 247 pink background 261 269 188 pink background 247 121 198 pink background 259 344 221 pink background 284 224 204 pink background 161 181 208 pink background 291 252 256 pink background 205 181 174 pink background 323 253 167