Many companies use well-known celebrities as spokespersons in their TV advertisements. A marketing consultant wants to determine whether there is a relationship between the brand awareness of TV viewers and the gender of the product spokesperson. A random sample of 300 adult TV viewers was assembled. Each viewed a new TV commercial with either a male or female spokesperson and then was asked to perform a test of brand awareness.

The contingency table and Chi-Square test output appear below.

Chi-Square Test for Association: Identify Brand?, Gender

Rows: Identify Brand? Columns: Spokesperson Gender

Chi-Square Test for Association: Identify Brand?, Gender

Rows: Identify Brand? Columns: Spokesperson Gender

Male Female

Spokesperson Spokesperson All

yes 41 61 102

51 51

no 109 89 198

99 99

All 150 150 300

Cell Contents: Count

Expected count

Pearson Chi-Square = 5.942, DF = 1, P-Value = 0.015

Pearson Chi-Square = 5.942, DF = 1, P-Value = 0.015

(a) Explain what the number102 represents in the contingency table provided above. Be specific.

(b) Explain what the number99 represents in the contingency table provided above. Be specific.

(c) Construct and conduct an appropriate hypothesis test for examining this question. Use a 1% level of significance. Interpret your conclusion within the context of this problem. What would you tell the marketing consultant?