Nonparametric Tests for Evaluating Advertisements and Shows

Knowledge check 3 It is important to sponsor of television shows that viewers remember as much as possible about the commercials. The advertising executive of a large company is trying to decide which of two commercials to use on a weekly half-hour comedy. To help make a decision she decides to have 12 individuals watch both commercials. After each viewing, each respondent is given a quiz consisting of 10 questions. The number of correct responses is recorded and listed below. Do these data provide enough evidence to conclude that commercial 2 is more memorable? Assume that the quiz results are not normally distributed. Use α = .05. Respondent Commercial 1 Commercial 2 1 7 9 2 8 9 3 6 6 4 10 10 5 5 4 6 7 9 7 5 7 8 4 5 9 6 8 10 7 9 11 5 6 12 8 10 - Which nonparametric technique should be used? Mann-Whitney Rank Sum Test Sign Test Wilcoxon Signed Rank Sum Test - What is the alternative hypothesis? Commercial 2 < Commercial 1 Commercial 2 > Commercial 1 Commercial 2 ≠ Commercial 1 - Test statistics p-value is? (Keep to the third decimals, e.g. 0.123) - Do these data provide enough evidence to conclude that commercial 2 is more memorable?

Knowledge check 3 Yes No The marketing manager of a pizza chain is in the process of examining some of the demographic characteristics of her customers. In particular, she would like to investigate the belief that the ages of the customers of pizza parlors, hamburger emporiums, and fast-food chicken restaurants are different. As an experiment, the ages of eight customers of each of the restaurants are recorded and listed below. Do these data provide enough evidence at the 10% significance level to conclude that there are differences in ages among the customers of the three restaurants? From previous analyses, we know that the ages are not normally distributed. Customer Ages Pizza Hamburger Chicken 23 26 25 19 20 28 25 18 36 17 35 23 36 33 39 25 25 27 28 19 38 31 17 31 - Which nonparametric technique should be used? Kruskal–Wallis Test Mood’s Test Friedman Test - What is the alternative hypothesis? Only one of the c populations is different The c populations are identical At least one of the c populations is different - Test statistics p-value is? (Keep to the third decimals, e.g. 0.123) - Can we conclude at the 10% significance level that there are differences in ages among the customers of the three restaurants? Yes No

Knowledge check 3 Because of the cost of producing television shows and the profits associated with successful shows, television network executives are keenly interested in public opinion. A network has recently developed three new comedy series. The pilot of each series is shown to 10 randomly selected people who evaluate each show on a 9-point scale where 1 = terrible and 9 = excellent. From the results shown below can we conclude at the 5% significance level that differences exist among the shows' evaluations? Assessments of Television Shows Person Show 1 Show 2 Show 3 1 6 4 7 2 5 4 5 3 7 6 8 4 7 7 8 5 9 9 9 6 5 7 6 7 4 4 5 8 6 3 7 9 5 6 6 10 7 7 8 - Which nonparametric technique should be used? Kruskal–Wallis Test Mood’s Test Friedman Test - What is the alternative hypothesis? The locations of all k populations are the same. At least two population locations different - Test statistics p-value is? (Keep to the third decimals, e.g. 0.123) - Can we conclude at the 5% significance level that differences exist among the shows' evaluations? Yes No

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Knowledge check 3 A life insurance salesman believes that the mean age of people who buy their first life insurance plan is around 35 years. To test his belief, he takes a random sample of 15 customers who have just purchased their first life insurance. Their ages are shown below. Can we conclude at the 1% significance level that the insurance salesman is correct? (Assume that the ages are NOT normally distributed.) 42, 43, 28, 34, 30, 36, 25, 29, 32, 33, 27, 30, 22, 37, 40 - Which nonparametric technique should be used? The Sign Test One-Sample Wilcoxon Mood’s Test - What is the alternative hypothesis? Median= 35.00 Median ≠ 35.00 Median > 35.00 - Test statistics p-value is (Keep to the third decimals, e.g. 0.123) - Can we conclude at the 1% significance level that the insurance salesman is correct? Yes No

knowledge check 3

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