Refer to the Journal of Advertising Spring 2006 study of
Refer to the Journal of Advertising (Spring 2006) study of children's recall of television advertisements, presented in Exercise 9.15 (p. 424). Two groups of children were shown a 60-second commercial for Sunkist Fun Fruit Rock-n-Roll Shapes. One group (the A/V group) was shown both the audio and video portions of the ad; the other group (the video-only group) was shown only the video portion of the commercial. The number out of 10 specific items from the ad recalled correctly by each child is shown in the accompanying table. (These data are saved in the FUNFRUIT file.) Recall that the researchers theorized that children who receive an audiovisual presentation will have the same level of recall as those who receive only the visual aspects of the ad. Consider testing the researchers' theory, using the Wilcoxon rank sum test.
Based on Maher, J. K., Hu, M. Y., and Kolbe, R. H. "Children's recall of televi sion ad elements." Journal of Advertising , Vol. 35, No. 1, Spring 2006 ( Table 1 ).
a. Set up the appropriate null and alternative hypotheses for the test.
b. Find the value of the test statistic.
c. Give the rejection region for a = .10.
d. Make the appropriate inference. What can you say about the researchers' theory?
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