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. Source of Variation SS df MS F Length 15 Technology Length × Technology 152 Error 570 114 Total 867 (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 Variation SS df MS F Length 15 Technology Length × Technology 152 Error 570 114 Total 867 State the decision for the main effect of length. Retain the null hypothesis. Reject the null hypothesis. State the decision for the main effect of technology. Retain the null hypothesis. Reject the null hypothesis. State the decision for the interaction effect. Retain the null hypothesis. Reject the null hypothesis. (b) Based on the results you obtained, what is the next step? Compute pairwise comparisons for the length factor. Compute simple main effect tests for the significant interaction. No further analysis is needed, because none of the effects are significant. Compute pairwise comparisons for the technology factor.

Answer 1