Concept explainers
Value perceptions of consumers. Refer to the Journal of Consumer Research study of whether between-store comparisons result in greater perceptions of value by consumers than within-store comparisons, Example 1.9 (p. 20). Recall that 50 consumers were randomly selected from all consumers in a designated market area to participate in the study. The researchers randomly assigned 25 consumers to read a within-store price promotion advertisement (“was $100, now $80”) and 25 consumers to read a between-store price promotion (“$100 there, $80 here”). The consumers then gave their opinion on the value of the discount offer on a 10-point scale (where 1 = lowest value and 10 = highest value). The goal was to compare the average discount values of the two groups of consumers.
- a. What is the response variable for this study?
- b. What are the treatments for this study?
- c. What is the experimental unit for this study?
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Statistics for Business and Economics (13th Edition)
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