In an effort to promote a new product, a marketing firm asks participants to rate the effectiveness of ads that varied by length (short, long) and by type of technology (static, interactive). Higher ratings indicated greater effectiveness.

a. Complete the F table and make a decision to retain or reject the null hypothesis for each hypothesis test.
b. Based on the results you obtained, what is the next step?

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Source of Variation df SS MS 15 Length Technology Length x Technology 144 570 114 Error 849 Total