1.66 Source: Nitzan, I. & Ein-gar, D. “The ‘commitment projection’ effect: When multiple payments for a product affect defection from a service,” Journal of Marketing Research, Vol. 56, No. 5, October 2019 (Table 4).

a. Use the method of this section to answer the research question: “Are you more likely to defect from the service if you make a one-time lump sum payment or if you choose a multiple payment plan?”

b. Since they are measured using a 7-point Likert scale, the defect scores are unlikely to be normally distributed. How does this impact the validity of your inference, part a?