In an effort to promote a new product, a marketing firm asks participants to rat

Question

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. df MS Length Technology Length Technology 154 Error Total 570 114 864 (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 sS df MS Va Length Technology Length × 10 Technology154 Error 570 114 Total 864

Explanation / Answer

completing above ANOVA table:

main effect of length:

retain the null

main effect of technology:

reject the null

interaction effect:

reject the null

b)

compute pairwise comparison for technology factor

source SS df MS F Fcrit@0.05 length 10 1 10 2 3.92 technology 130 2 65 13 3.08 length*technology 154 2 77 15.4 3.08 error 570 114 5 total 864 119

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