To gauge the reactions of possible customers, the manufacturer of a new type of cellular telephone displayed the product at a kiosk in a busy shopping mall. The following table summarizes the results for the customers who stopped to look at the phone:

(a) Is the reaction to the new phone associated with the sex of the customer? How strong is the association?
(b) How should the company use the information from this study when marketing its new product?
(c) Can you think of an underlying lurking variable that might complicate the relationship shown here? Justify your answer.

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Male Female Reaction Favorable Ambivalent Unfavorable 18 36 42 29