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 10
Technology
Length × Technology 142
Error 570 114
Total 802

(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 10
Technology
Length ×
Technology
142
Error 570 114
Total 802


State the decision for the main effect of length.

Retain the null hypothesis.Reject the null hypothesis.    


State the decision for the main effect of technology.

Retain the null hypothesis.Reject the null hypothesis.    


State the decision for the interaction effect.

Retain the null hypothesis.Reject the null hypothesis.    


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

No further analysis is needed, because none of the effects are significant.Compute pairwise comparisons for the technology factor.     Compute simple main effect tests for the significant interaction.Compute pairwise comparisons for the length factor.

Homework Answers

Answer #1

(a)

Source of SS df MS F
Variation
Length 10 1 10 2
Technology 80 2 40 8
Length × 142 2 71 14.2
Technology
Error 570 114 5
Total 802 119

State the decision for the main effect of length.

Retain the null hypothesis.


State the decision for the main effect of technology.

Reject the null hypothesis.    


State the decision for the interaction effect.

Reject the null hypothesis.    

(b) Compute pairwise comparisons for the technology factor.     

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