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In an effort to promote a new product, a marketing firm asks participants to rate the...

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Statistics

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

Source of VariationSSdfMSF
Length10
Technology
Length ×Technology146
Error570114
Total856

(a) Complete the F-table and make a decision to retainor reject the null hypothesis for each hypothesis test. (Assumeexperimentwise alpha equal to 0.05.)

Source of
Variation		SSdfMSF
Length10
Technology
Length×
Technology		146
Error570114
Total856


State the decision for the main effect of length.

Retain the null hypothesis.

Reject the null hypothesis.    


State the decision for the main effect of technology.

Retain the null hypothesis.

Reject the null hypothesis.    


State the decision for the interaction effect.

Retain the null hypothesis.Reject the nullhypothesis.    


(b) Based on the results you obtained, what is the next step?

Compute simple main effect tests for the significantinteraction.

Compute pairwise comparisons for the technologyfactor.     

Compute pairwise comparisons for the length factor.

No further analysis is needed, because none of the effects aresignificant.

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