An advertising firm wants to determine the effect of the length of a commercial

Question

An advertising firm wants to determine the effect of the length of a commercial and how frequently it is shown on the customers intent to buy a product. Are people more likely to buy a product after watching long versions of the commercial, or shorter ones? Do people prefer to see the same commercial many times, or fewer? Does the answer to the last question depend on how long the commercial is?They prepare two versions of a commercial for a soft drink - one a 30 second version, and the other a 45 second version. Then they prepare videotapes of a one-hour episode of a popular TV show, where they insert either the long or short versions of the commercial, either one, two or three times (in addition to commercials for other products that would normally advertise there.) Twenty-four people are then recruited to participate in the study, without telling them what the purpose of it is. Four people are selected at random to watch each one of the videotapes (and made to sit through the whole thing, including the commercials.) After watching the show, each person is asked (individually) how likely they are to purchase the soft drink: not at all, somewhat likely, very likely. How many factors and treatments are there in this study?

A) Response Variable is ______ ?

B) Factors ______ ?

C) Levels________?

D) Experimental Units ______?

E) Number of Treatments _______?

*Answer Bank Below*

24 people

6

long/short 1,2,3 times

likelihood of purchase

length, number of times

Explanation / Answer

response variable = likelihood to purchase the soft drink

factors =
1. length of commercial(s)
2. number of times the commercial was on the tape
3. order commercials are viewed

other factors that could be used, age, gender, diet habits...

experimental units:
one person, one video

replication:
There are 14 possible ways to see the commercials, Short, Long....

At least 1 of these will be repeated for the 24 subjects, hopefully ten will to get the best distribution of the data.

S, L,
SS, SL, LS, SS,
SSS, SSL, SLS, SLL, LSS, LSL, LLS, LLL

Treatments: 14 possible

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