TONY'S APOLOGY

In 2010, one of the worst oil spills in history occurred along the Gulf Coast of the United States when a British Petroleum (BP) offshore oil well failed. The online article "Are Men More Sympathetic Than Women to BP CEO Tony Hayward?" describes a study conducted by Innerscope. The article states BP's marketing response to the Gulf oil disaster has been an unquestionable failure, thanks in large part to CEO Tony Hayward and his many callous remarks ("I'd like my life back," anyone?). But according to neuromarketing research company Innerscope, men and women don't hate Hayward's halfhearted apologies equally. Innerscope measured the biometric response (skin response, heart rate, body movement, and breathing) of 54 volunteers while they watched BP's now-infamous apology advertisements. The 27 men and 27 women were all college-educated but otherwise had nothing in common.

The biometrics, visible in the video, reveals that men and women had wildly different biometric responses at two different points during the adwhen Tony Hayward talks about how BP is engaging in the largest environmental response in the country's history, and when the camera zooms in on an apologetic Hayward. Take a look at the video referred to in the quote.

https://youtu.be/eirWV0Z63YQ

After discussing the following questions with a give a brief answer to the question.

The video was intended to show the estimated responses of men and women at various points in time during Tony Hayward's apology. Do you think that the display does a good job of conveying this information visually? Explain.

(course Statistics)