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 Length Length x Technology142 Error Total 570 114 797 (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.) MS Length Length × Error 570 114 Total 797 State the decision for the main effect of length. Retain the null hypothesis. O Reject the null hypothesis. State the decision for the main effect of technology. O Retain the null hypothesis. O Reject the null hypothesis. State the decision for the interaction effect. O Retain the null hypothesis. O Reject the null hypothesis. (b) Based on the results you obtained, what is the next step? No further analysis is needed, because none of the effects are significant. O Compute simple main effect tests for the significant interaction. O Compute pairwise comparisons for the length factor O Compute pairwise comparisons for the technology factor. Activate Go to Settin

Explanation / Answer

main effect of length:

as p value is higher then 0.05 level ; retain the null hypothesis

main effect of technology:

as p value is less then 0.05 level ; reject the null hypothesis

interaction effect

as p value is less then 0.05 level ; reject the null hypothesis

b)

compute pairwise comparison for the technology factor

source SS df MS F p vlaue length 5 1 5 1 0.3194 technology 80 2 40 8 0.0006 length+technology 142 2 71 14.2 0.0000 error 570 114 5 total 797 119

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