Question: An experiment tested the effects of package design and shell display on the likelihood of purchase of Product 19 cereal. Package design and shelf display

An experiment tested the effects of package design and shell display on the likelihood of purchase of Product 19 cereal. Package design and shelf display were varied at two levels each, resulting in a 2 x 2 design. Purchase likelihood was measured on a 7-point scale. The results are partially described in the following table.

a. Complete the table by calculating the mean square. F, significance of F. and Ï‰2 values.
b. How should the main effects be interpreted?

Source of Sum of Mean Significance Variation Squares df Square Fof F w2 Package design 68.76 Shelf display 320.19 1 Two-way interaction Residual error 76.00 40 55.05

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