You are investigating the effect of three different advertising strategies (circulars, local newspaper ads, and billboards) on customer preference for a certain product. You measure customer preference with a 10-point scale (1 = “I plan to buy it right away” to 10 = “I will definitely not buy it”). The results are shown in Fig. 9.48.

(a) Interpret the results. Which advertising strategy would you choose?

(b) Briefly explain how the mean rank in Fig. 9.48 was determined.

Figure 9.49

(c) Now you examine in a different study the effects of newspaper ads and billboards on perception of product quality. The results are shown in Fig. 9.49. Interpret the results. How large is the one-sided asymptotic significance?

Transcribed Image Text:

Perception of product quality Ranks Advertising Strategy N Circular 15 15 15 45 Newspaper ads Billboards Total Mean Rank 38.00 10.10 df 20.90 Asymp. Sig. Fig. 9.48 Effect of three advertising strategies Chi-Square Test Statistics, b Perception of product quality 35.057 a. Kruskal Wallis Test b. Grouping Variable: Advertising Strategy 2 .000