Question

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. 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?

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

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Expert Solution

orchestra answered 2 years ago
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