The case:

This case is adapted from Case Problem $3$ in Chapter $13$ of your text $($TourisTopia Travel$).$

TourisTopia Travel is working on a redesign of their website hoping to attract more interest from potential customers. In redesigning the home page the team working on the project has reached the stage at which the content is settled but they need to decide on a background color and a font to use. The team has designed a prototype webpage and implemented copies with every combination of the three colors $($white$,$ green, pink$)$ and four $($this is a change from the text$)$ fonts $($Arial$,$ Calibri, Geneva, Tahoma$)$ under consideration.

For three weeks, every visitor to the site has been directed to one of the $($twelve$)$ versions of the home page and the time spent $($seconds$)$ visiting the site has been recorded $($the team is using "time spent on site" as a measure of success$/$appeal of the homepage$).$ The data in the worksheet TourisTopiamod$2.$mwx $($available on Blackboard$)$ show the times for ten $($randomly selected$)$ visitors to each of the ten prototypes, labeled by font and background color.

Within the usual framework, you should be sure to do the following:

$1.$ Summarize the data $-$ give the mean time spent on the site for each level of the factors $($each background color, each font$)$ and for each treatment $($each of the twelve combinations$).$ This would most easily be presented in a table $($with appropriate title$)($row for each background color $-$ and one for overall font means $-$ column for each font and one for overall background color means$).$ For examplei

Mean time spent $($seconds$)$ on site, by background color and font

You should comment $-$ very briefly $-$ on any patterns$/$differences suggested by the description $($this would be before testing for significance $-$ so be sure you are talking about the sample, not the populations$)($You will want some of these means for pairwise comparisons later$)$

$($NOTE: You can get the required means at the same time you perform the tests: use the "Results" button, then in the "Display means..." panel enter "Background" "Font" "Font$*$Background$"-$ as in the "Model" pane of the main window $($don$\text{'}$t include the quotes, separate by spaces, not commas$))$

$2.$ Set up and carry out the tests $[$Note there are three tests, but they are all handled in one Minitab calculation$)$ to determine whether there are differences in time spent on the site due to

$-$ Background color of the page

$-$ Font used

$-$ Interaction of Background color and font

$3.$ If differences exist, use Fisher's LSD to determine where the significant differences occur. $($Minitab does not carry out the LSD calculations for balanced ANOVA; you will need to calculate LSD by hand $($using values from the ANOVA table$),$ and you will have the sample means needed for comparison from step $1)$

$4.$ What results do you see about effects of background color and font on the time spent on the site? Is there a best $($most time on site$)$ font? background color?