A manufacturer of pens has hired an advertising agency to develop an advertising campaign for the upcoming holiday season. To prepare for this project, the research director decides to initiate a study of the effect of advertising on product perception. An experiment is designed to compare three different advertisements. Advertisement A greatly undersells the pen's characteristics. Advertisement B slightly undersells the pen's characteristics. Advertisement C slightly oversells the pen' s characteristics. A sample of 18 adult respondents, taken from a larger focus group, is randomly assigned to the three advertisements (so that there are 6 respondents to each advertisement). After reading the advertisement and developing a sense of "product expectation," all respondents unknowingly receive the same pen to evaluate. The respondents are permitted to test the pen and the plausibility of the advertising copy. The respondents are then asked to rate the pen from 1 to 7 (lowest to highest) on the product characteristic scales of appearance, durability, and writing performance. The combined scores of three ratings (appearance, durability, and writing performance) for the 18 respondents, stored are as follows:
A manufacturer of pens has hired an advertising agency to develop an advertising campaign for the upcoming holiday season. To prepare for this project, the research director decides to initiate a study of the effect of advertising on product perception. An experiment is designed to compare three different advertisements. Advertisement A greatly undersells the pen's characteristics. Advertisement B slightly undersells the pen's characteristics. Advertisement C slightly oversells the pen' s characteristics. A sample of 18 adult respondents, taken from a larger focus group, is randomly assigned to the three advertisements (so that there are 6 respondents to each advertisement). After reading the advertisement and developing a sense of "product expectation," all respondents unknowingly receive the same pen to evaluate. The respondents are permitted to test the pen and the plausibility of the advertising copy. The respondents are then asked to rate the pen from 1 to 7 (lowest to highest) on the product characteristic scales of appearance, durability, and writing performance. The combined scores of three ratings (appearance, durability, and writing performance) for the 18 respondents, stored are as follows:
Holt Mcdougal Larson Pre-algebra: Student Edition 2012
1st Edition
ISBN:9780547587776
Author:HOLT MCDOUGAL
Publisher:HOLT MCDOUGAL
Chapter11: Data Analysis And Probability
Section: Chapter Questions
Problem 8CR
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Question
Transcribed Image Text:A manufacturer of pens has hired an advertising agency to develop an advertising campaign for the upcoming holiday
season. To prepare for this project, the research director decides to initiate a study of the effect of advertising on
product perception. An experiment is designed to compare three different advertisements. Advertisement A greatly
undersells the pen's characteristics. Advertisement B slightly undersells the pen's characteristics. Advertisement
C slightly oversells the pen's characteristics. A sample of 18 adult respondents, taken from a larger focus group, is
randomly assigned to the three advertisements (so that there are 6 respondents to each advertisement). After reading
the advertisement and developing a sense of "product expectation," all respondents unknowingly receive the same
pen to evaluate. The respondents are permitted to test the pen and the plausibility of the advertising copy. The
respondents are then asked to rate the pen from 1 to 7 (lowest to highest) on the product characteristic scales of
appearance, durability, and writing performance. The combined scores of three ratings (appearance, durability, and
writing performance) for the 18 respondents, stored are as follows:
A
15
18
17
19
19
20
B
16
17
21
16
19
17
C
8
7
10
15
14
14
a. At the 0.05 level of significance, is there evidence of a difference in the mean rating of the pens following
exposure to three advertisements?
b. If appropriate, determine which advertisements differ in mean ratings.
c. At the 0.05 level of significance, is there evidence of a difference in the variation in ratings among the three
advertisements?
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