Question

Do audible and viewable video ads on VOD increase ad effectiveness? A study compared viewable only and both audible and viewable video ads on VOD viewing audiences after watching a brand ad. Data were collected on whether the viewer indicated that the ad made them want to visit the brand website. The results were in the following. Fill in the blanks in the table.

VIEWING AUDIENCE

MADE ME WANT TO VISIT THE BRAND WEBSITE

Yes

No

Total

Audible and Viewable

255

95

Viewable Only

210

104

a. Set up the null and alternative hypotheses to try to determine whether ad impact is different for audiences watching Audible and Viewable videos and those watching Viewable only videos. Set Audible and Viewable audience as population 1.

H0:

H1:

b. State which test is used for testing your hypothesis in part a.

c. Find the critical value(s) at the 0.05 level of significance. Keep at least 2 decimal places. Show work. A loss of marks will result for not showing work even if your answer is correct.

Critical Value(s)

d. Construct a 95% confidence interval for the difference between the two population proportions by using the tables below. Show work. A loss of marks will result for not showing work even if your answer is correct.

Confidence Interval

Interval Lower Limit

Interval Upper Limit

e. Is the difference significant at the 0.05 level based on your answer in part d? Explain the reason for your decision and provide the conclusion.

with excel format would be best

Answer 1

1.

Null and Alternative Hypotheses

The following null and alternative hypotheses need to be tested:

Ho:p1​=p2​ or impact is same for audiences watching Audible and Viewable videos and those watching Viewable only videos

Ha:p1​p2​ or impact is different for audiences watching Audible and Viewable videos and those watching Viewable only videos

2. We use Z- test of difference of proportions.

3.the significance level is α=0.05, and the critical value for a two-tailed test is zc​=1.96

4.

We need to construct the 95% confidence interval for the difference between population proportions p1​−p2​. We have been provided with the following information about the sample proportions:

Favorable Cases 1 (X1​) =	255
Sample Size 1 (N1​) =	350
Favorable Cases 2 (X2​) =	210
Sample Size 2 (N2​) =	314

The sample proportion 1 is computed as follows, based on the sample size N1​=350 and the number of favorable cases X1​=255:

The sample proportion 2 is computed as follows, based on the sample size N2​=314 and the number of favorable cases X2​=210:

The critical value for α=0.05 is.The corresponding confidence interval is computed as shown below:

CI​=(−0.01,0.13)​

(E)

If the confidence interval does not contain the null hypothesis value, the results are statistically significant.

here,p1=0.729

p2=0.669

since these values are not containe in confidence interval the confidence interval is insignificant.

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