In the book Essentials of Marketing Research, William R. Dillon, Thomas J. Madde
ID: 3153477 • Letter: I
Question
In the book Essentials of Marketing Research, William R. Dillon, Thomas J. Madden, and NeilH. Firtle (1993) present preexposure and postexposure attitude scores from an advertising studyinvolving 10 respondents. The data for the experiment are given in Table 10.3. Assuming that thedifferences between pairs of postexposure and preexposure scores are normally distributed:Ad Study
Set up the null and alternative hypotheses needed to attempt to establish that the advertisementincreases the mean attitude score (that is, that the mean postexposure attitude score is higher thanthe mean preexposure attitude score).
Test the hypotheses you set up in part a at the .10, .05, .01, and .001 levels of significance.How much evidence is there that the advertisement increases the mean attitude score?
Estimate the minimum difference between the mean postexposure attitude score and the meanpreexposure attitude score. Justify your answer.
1
Hypothesis Test: Paired Observations
0.000 hypothesized value
50.500 mean Preexposure Attitudes (A1)
54.500 mean Postexposure Attitudes (A2)
-4.000 mean difference
3.018 std. dev.
0.955 std. error
10 n
9 df
-4.19 t
.0023 p-value (two-tailed)
Critical t 01. =2.821
Critical t .001=4.297
Pre-Exposure and Post-Exposure Attitude Scores for an Advertsising Study Preexposure Postexposure Attitude Subject Attitudes (A1) Attitude (A2) Change (di)1
50 53 3 2 25 27 2 3 30 38 8 4 50 55 5 5 60 61 1 6 80 85 5 7 45 45 0 8 30 31 1 9 65 72 7 10 70 78 8Explanation / Answer
The calculations as stated are correct. The p value is 0.001171 (one-tailed).
The p value is less than 0.10, reject null hypothesis. Conclude advertisement increases mean attitude scores.
The p value is less than 0.05, reject null hypothesis. Conclude advertisements increase mean attitude scores.
The p value is less than 0.01, reject null hypothesis. Conclude advertisemnet increase mean attitude scores.
The p value is not less than 0.001, fail to reject null hypothesis. Insufficient evidence to conclude advertisemnet increase mean attitude scores.
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