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In: Statistics and Probability

A manufacturer of pens has hired an advertising agency to develop an advertising campaign for the...

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. Advertisement A greatly undersells the pen’s characteristics. Advertisement B slightly undersells the pen’s characteristics. Advertisement C slightly oversells the pen’s characteristics. Advertisement D greatly oversells the pen’s characteristics. A sample of 24 adult respondents, taken from a larger focus group, is randomly assigned to the four advertisements. 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 for the 24 respondents are as follows.

A

B

C

D

15

16

8

5

18

17

7

6

17

21

10

13

19

16

15

11

19

19

14

9

20

17

14

10
  1. At the 0.05 level of significance, is there evidence of a difference in the mean rating of the pens following exposure to four advertisements?
    1. Which advertisements should you use and which advertisements should you avoid? Explain. Hint: Use One-Way ANOVA spreadsheet.

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      Expert Solution

      orchestra answered 1 year ago
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