Question

The recent boom in sales of travel books has led to the marketing of other travel-related guides, such as video travel guides and audio walking-tour tapes. Waldenbooks has been studying the market for these travel guides. In one market test, a random sample of 25 potential travelers was asked to rate audiotapes of a certain destination, and another random sample of 20 potential travelers was asked to rate videotapes of the same destination. Both ratings were on a scale of 0 to 100 and measured the potential travelers' satisfaction with the travel guide they tested and the degree of possible purchase intent (with 100 the highest). The mean score for the audio group was 87, and their standard deviation was 12. The mean score for the video group was 64, and their standard deviation was 23. Do these data present evidence that one form of travel guide is better than the other? Advise Waldenbooks on a possible marketing decision to be made.


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  • CreatedJune 03, 2015
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