In studying the home delivery solicitation process, the marketing department team determined that the so-called later calls
Question:
In studying the home delivery solicitation process, the marketing department team determined that the so-called "later" calls make between 7p and 9p were significantly more conducive to lengthier calls than those made earlier in the evening (between 5p and7p).
Knowing that the 7p to 9p time period is superior, the team sought to investigate the effect of the type of presentation on the length of the call. A group of 24 female callers was randomly assigned, 8 each, to one of three presentation plans - structured, semistructured, and unstructured - and trained to make the telephone presentation. All calls were made between 7pand 9p, the later time period, and the callers were to provide an introductory greeting that was personal but informal. The callers knew that the team was observing their efforts that evening but didn't know which particular calls were monitored. Measurements were taken on the length of call (defined as the difference, in seconds, between the time the person answers the phone and the time he or she hangs up). Table below represents the results.
Analyze these data and write a report to the team that indicates your findings. Be sure to include your recommendations based on your findings. Also, include an appendix in which you discuss the reason you selected a particular statistical test to compare the three independent groups of callers.
Structured Semistructured Unstructured
38.8 41.8 32.9
42.1 36.4 36.1
45.2 39.1 39.2
34.8 28.7 29.3
48.3 36.4 41.9
37.8 36.1 31.7
41.1 35.8 35.2
43.6 33.7 38.1
Length of the calls (in Seconds) based on the presentation plan.
Basic Marketing Research
ISBN: 978-1133188544
8th edition
Authors: Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill