SERWOK 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 tun, 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 tornine 36 51 68 47 38 48 4:00 afternoon 57 88 67 60 58 55 9:00 evening 100 92 96 06 103 101 41 42 37 41 62 64 85 11 122 60 66 105 101 107 120 126 ANOVA: TwoFactor with Replication Late Total 3 146 48.67 4.33 12 575 47.92 123.72 ANOVA: Two-Factor with Replication Summary Hour Half-Hour Early Morning Count 3 3 3 Sum 120 115 194 Average 38.33 64.67 Variance 7 6.33 9.33 Afternoon Count 3 3 3 Sum 180 172 254 Average 6e 57.33 84.67 Variance 4 6.33 12.33 Evening Count 3 3 3 Sum 299 294 373 Average 99.67 98 124.33 Variance 12.33 7 14.33 Total Count 9 9 9 Sum 599 581 821 Average 66.56 64.56 91.22 Variance 697.53 701.78 700.69 3 193 64.33 14.33 12 799 66.58 132.45 3 313 104.33 9.33 12 1279 106.58 128.27 9 652 72.44 625.03 ANOVA Source of Variation Sample SS df MS F F crit 3.403 21560.89 2 10780.444 1209.02 P-Value 8.12E- 25 1.19E- 15 0.8212 3 1329.806 149.14 3.099 Columns Interaction Error Total 3989.42 25.33 214 25789.64 0.47 6 24 35 4.222 8.917 2.508 150 ces 100 -Morning Afternoon -Evening 50 0 Hout Half-Hour Early Late (b) Test the significance of time of day effects with a = .05. (b) Test the significance of time of day effects with a = .05. F = 1209.02, p value = less than 05; reject HO: time of day is important (c) Test the significance of position of advertisement effects with a = 05. F149.14, p-value less than 001: reject HO: position of the ads is important Prey 1 Check my wor (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 4,05 = 3.53, MSE 8.917 UM - UA UM - E - DE 12 (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.) UT-12 1-3 1-4 2-3 u2 - 4 13-14 () 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 place early in the program 19:00 evening Confidence interval
