You are a sales manager for a consumer product and want to maximize the number of individuals in your target customer group, so you decide to run a television commercial. For four channels and three time slots (5:00 p.m.–5:59 p.m.;

6:00 p.m.–6:59 p.m.; 7:00 p.m.–7:59 p.m.), you identify the number of households reached (n) and the average number of individuals in your target group reached. The results can be found in the files advertisingcontacts.sav and advertisingcontacts.dta.

(a) Have the requirements for multiple-factor ANOVA been satisfied? If they have not been satisfied, what should be done?

(b) Which significant subgroups arise for the variable television channel?

(c) Do the time slots differ from each other? Explain.

(d) Using the marginal frequencies, explain how the interaction effect comes about.

(e) You have received offers from the television channel ARD for the time slot 7:00 p.m.–7:59 p.m. and from ZDF for the time slot 6:00 p.m.–6:59 p.m. ZDF’s

offer is somewhat more affordable than ARD’s. What problem is hard to decide?

What procedure should be used to make a rational decision? Explain.

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Count How would you rate this product? * It is a fair price Crosstabulation How would you rate this product? Total Pearson Chi-Square Likelihood Ratio excellent good fair poor strongly agree 25 54 71 25 175 Chi-Square Tests Value It is a fair price agree 22 30 45 20 117 6.214² 6.176 Linear-by-Linear Association .181 N of Valid Cases 500 a. 0 cells (0.0%) have expected countless than 5. The minimum expected count is 10.78. disagree 14 44 50 23 131 df 9 9 1 strongly disagree 9 28 28 12 77 Total 70 156 194 80 500 Asymptotic Significance (2-sided) .718 722 .670