A marketing research manager studies the awareness of company's new advertising campaign among company's customers. The...

 

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A marketing research manager studies the awareness of company's new advertising campaign among company's customers. The goal of the project is to determine if the campaign was successful and reached the target audience. The manager categorizes customers as heavy/light users of the product, and prepares a cross-tab showing how many of the customers in each group were aware/unaware of the new campaign. Total (light and Light users Heavy users heavy users) Aware 15 45 60 Unaware 55 20 75 Total (aware and 70 65 135 unaware) What would be her research hypothesis for this cross-tabulation analysis? A marketing research manager studies the awareness of company's new advertising campaign among company's customers. The goal of the project is to determine if the campaign was successful and reached the target audience. The manager categorizes customers as heavy/light users of the product, and prepares a cross-tab showing how many of the customers in each group were aware/unaware of the new campaign. Total (light and Light users Heavy users heavy users) Aware 15 45 60 Unaware 55 20 75 Total (aware and 70 65 135 unaware) What would be her research hypothesis for this cross-tabulation analysis?

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a Heavy users are more aware of the ne... View the full answer