Question

In an effort to promote a new product, a marketing firm asks participants to rate the...

In an effort to promote a new product, a marketing firm asks participants to rate the effectiveness of ads that varied by length (short, long) and by type of technology (static, dynamic, interactive). Higher ratings indicated greater effectiveness.

Source of Variation SS df MS F
Length 15
Technology
Length × Technology 142
Error 570 114
Total 807

(a) Complete the F-table and make a decision to retain or reject the null hypothesis for each hypothesis test. (Assume experimentwise alpha equal to 0.05.)

Source of
Variation
SS df MS F
Length 15
Technology
Length ×
Technology
142
Error 570 114
Total 807


State the decision for the main effect of length.

Retain the null hypothesis. or Reject the null hypothesis.    


State the decision for the main effect of technology.

Retain the null hypothesis.or Reject the null hypothesis.    


State the decision for the interaction effect.

Retain the null hypothesis.or Reject the null hypothesis.    


(b) Based on the results you obtained, what is the next step?

A)Compute simple main effect tests for the significant interaction.

B)No further analysis is needed because none of the effects are significant.  

C) Compute pairwise comparisons for the length factor.

D)Compute pairwise comparisons for the technology factor.

Homework Answers

Answer #1
Source of Variation SS df MS F F crit
Length 15 1 15 3 3.92
Technology 80 2 40 8 3.08
Length × Technology 142 2 71 14.2 3.08
Error 570 114 5
Total 807 119

decision for the main effect of length.: Retain the null hypothesis

decision for the main effect of technology: Reject the null hypothesis.   

decision for the interaction effect.:Reject the null hypothesis.   

b)D)Compute pairwise comparisons for the technology factor.

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