4.8) A consumer products company relies on direct mail marketin campaigns. The c

Question

4.8) A consumer products company relies on direct mail marketin campaigns. The company has three different designs for a new brochure and wants to evaluate their effectiveness, as there are substantial differences in costs between the three designs. The company decides to test the three designs by mailing 5000 samples of each to potential customers in four different regions of the country. Since there are known regional differences in the customer base, regions are consid- ered as blocks. The number of responses to each mailing is as follows: g pieces as a major component of its advertising Region NW DesignNE 250 400 275 SE SW 350 525 340 219 390 200 375 580 310 (a) Analyze the data from this experiment. (b) Use the Fisher LSD method to make comparisons among the three designs to determine specifically which designs differ in the mean response rate. (c) Analyze the residuals from this experiment.

Explanation / Answer

following information has been generated using ms-excel

(b) LSD=sqrt(2*mse/r)*t(alpha,error df)=sqrt(2*904.8056/4)*t(0.05,6)= 21.27*2.45=52.11

Anova: Two-Factor Without Replication SUMMARY Count Sum Average Variance Row 1 4 1194 298.5 5725.667 Row 2 4 1895 473.75 8789.583 Row 3 4 1125 281.25 3639.583 NE 3 925 308.3333 6458.333 NW 3 1215 405 10825 SE 3 809 269.6667 10950.33 SW 3 1265 421.6667 19858.33 ANOVA Source of Variation SS df MS F P-value F crit Design 90755.17 2 45377.58 50.15175 0.00018 5.143253 Region 49035.67 3 16345.22 18.0649 0.002084 4.757063 Error 5428.833 6 904.8056 Total 145219.7 11

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