A telemarketing firm has studied the effects of two factors on the response to its television advertisements. The first factor is the time of day at which the ad is run, while the second is the position of the ad within the hour. The data in Figure 11.13, which were obtained by using a completely randomized experimental design, give the number of calls placed to an 800 number following a sample broadcast of the advertisement. If we use Excel to analyze these data, we obtain the output in Figure. Using the computer output:
a. Perform graphical analysis to check for interaction between time of day and position of advertisement. Explain your conclusion. Then test for interaction with α = .05.
b. Test the significance of time of day effects with α = .05.
c. Test the significance of position of advertisement effects with α = .05.
d. Make pairwise comparisons of the morning, afternoon, and evening times by using Tukey simultaneous 95 percent confidence intervals.
e. Make pairwise comparisons of the four ad positions by using Tukey simultaneous 95 percent confidence intervals.
f. Which time of day and advertisement position maximizes consumer response?
Compute a 95 percent (individual) confidence interval for the mean number of calls placed for this time of day/ ad position combination.

  • CreatedMay 28, 2015
  • Files Included
Post your question