Recall from Example 11.3 that (1) 29 randomly selected subjects were exposed to commercials shown in more involving programs, (2) 29 randomly selected subjects were exposed to commercials shown in less involving programs, and (3) 29 randomly selected subjects watched commercials only (note: this is called the control group). The mean brand recall scores for these three groups were, respectively, 1 = 1.21, 2 - 2.24, and 3 = 2.28. Furthermore, a one-way ANOVA of the data shows that SST = 21.40 and SSE = 85.56.
a. Define appropriate treatment means µ1, µ2, and µ3. Then test for statistically significant differences between these treatment means. Set α = .05.
b. Perform pairwise comparisons of the treatment means by computing a Tukey simultaneous 95 percent confidence interval for each of the pairwise differences µ1 - µ2, µ1 - µ3 and µ2 - µ3. Which type of program content results in the lowest mean brand recall score?