广告调查（第二版）英文 答案 Chapter 16 Quantitative Data Analysis Inferential Statistics

Copyright©2012PearsonEducation,Inc.

AdvertisingResearch:TheoryandPractice,2e(Davis)

Chapter16InferentialStatistics

1)OnegroupofindividualswatchesCommercialA.AdifferentgroupofindividualswatchesCommercialB.Afterviewingthecommercial,eachgroupratesitsintenttopurchasetheadvertisedproductusingafive-pointscalewhere"5"isthebestresponse.TheaverageforCommercialAis3.2whiletheaverageforCommercialBis4.4.Becausethereismorethanaone-pointdifferencebetweenthetwoaverages,nofurtherstatisticalanalysesarerequiredtoverifythatthedifferenceisnotduetochance.

Answer:FALSE

PageRef:434

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

2)Whattype(s)ofstatisticsprovidethebasisforobjectivelydeterminingtheamountofconfidenceyoucanhaveindrawingconclusionsaboutdifferencesandrelationshipsobservedinasetofdata?

A)Descriptive

B)Inferential

C)Bothdescriptiveandinferential

Answer:B

PageRef:434

Difficulty:Easy

LearningObj.:LO1

Classification:Conceptual

3)________statisticshelparesearcherdeterminewhethertheobserveddifferencebetweentwoormoremeasuresisrealandmeaningful.

A)Inferential

B)Descriptive

C)Nomadic

D)Synergistic

E)Multimodal

Answer:A

PageRef:434

Difficulty:Easy

LearningObj.:LO1

Classification:Conceptual

4)________statisticshelparesearcherdeterminewhethertheobservedrelationshipbetweentwoormoremeasuresisnotduetochance.

A)Nomadic

B)Inferential

C)Synergistic

D)Descriptive

E)Multimodal

Answer:B

PageRef:434

Difficulty:Easy

LearningObj.:LO1

Classification:Conceptual

5)Statisticalsignificanceisexpressedasanumberbetween________.

A)-1and0

B)-1and+1

C)0and+1

D)-10and0

E)-10and10

Answer:C

PageRef:434

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

6)StatisticalsignificanceisreportedusingtheGreekletter________.

A)alpha

B)beta

C)gamma

D)psi

E)delta

Answer:A

PageRef:434

Difficulty:Easy

LearningObj.:LO1

Classification:Conceptual

7)Thelevelof________reflectstheestimatethattheobserveddifferenceorrelationshipbetweentwovariablesisduetochance.

A)differentialsignificance

B)mathematicalsignificance

C)statisticalsignificance

D)statisticalconsequence

E)differentialconsequence

Answer:C

PageRef:434

Difficulty:Easy

LearningObj.:LO1

Classification:Conceptual

8)A.02levelofstatisticalsignificanceindicatesa________probabilitythattheobserveddifferenceorrelationshipisduetochance.

A)1%

B)2%

C)98%

D)100%

Answer:B

PageRef:434

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

9)A.02levelofstatisticalsignificanceindicatesthatwecanbe________certainthattheobserveddifferenceorrelationshipisrealandnotduetochance.

A)1%

B)2%

C)98%

D)100%

Answer:C

PageRef:434

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

10)Thetwostatementsbelowrefertoanalphalevel.WhichstatementisTRUE?

I. Analphalevelof.05mustalwaysbeusedasthecut-offfordetermining

statisticalsignificance.

II. Analphalevelof.05isawell-accepted,yetarbitrarylevelfordetermining

statisticalsignificance.

A)Iistrue

B)IIistrue

Answer:B

PageRef:434

Difficulty:Difficult

LearningObj.:LO1

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

11)ThedatashowninthetablebelowreportstheattitudesoftwogroupsofindividualstowardMustang.OnegroupwasexposedtoMustangadvertisingwhiletheotherwasnot.Howmanymeasuresshowastatisticallysignificantimpactofadvertisingexposure?

A)0

B)1

C)2

D)3

E)4

Answer:C

PageRef:435

Difficulty:Difficult

LearningObj.:LO1

Classification:Application

AACSBStandard:AnalyticSkills

12)Thefollowingtwostatementsrefertocomparingasampleaveragetoapopulationaverage.

I. Youwanttocompareasampleaveragetoapopulationaverage.Thetestyou

selectdependsuponthesizeofthesamplepopulation.

II. Youarecomparingasampleaveragetoapopulationaverage.AZ-scoreof2.08

isobtained.Thismeansthattheobserveddifferencebetweenthetwoaveragesisreal

andmeaningfulandnotduetochance.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:C

PageRef:437

Difficulty:Difficult

LearningObj.:LO2

Classification:Application

13)Youarecomparingasampleaveragetoapopulationaverage.AZ-scoreof1.22isobtained.Thismeansthattheobserveddifferencebetweenthetwoaveragesisrealandmeaningfulandnotduetochance.

Answer:FALSE

PageRef:437

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

14)Youarecomparingasampleaveragetoapopulationaverage.AZ-scoreofatleast________isneededinordertoconcludethattheobserveddifferencebetweenthetwoaveragesisrealandmeaningfulandnotduetochance.

A).05

B)1.01

C)1.96

D)2.56

Answer:C

PageRef:438

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

15)Youwanttocompareasampleaveragetoapopulationaverage.Thereare140peopleinthesample.Youwouldusea________todeterminestatisticalsignificance.

A)t-test

B)r-test

C)stat-test

D)Z-test

Answer:D

PageRef:438-439

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

16)Youwanttocompareasampleaveragetoapopulationaverage.Thereare25peopleinthesample.Youwouldusea________todeterminestatisticalsignificance.

A)t-test

B)r-test

C)stat-test

D)Z-test

Answer:A

PageRef:438-439

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

17)Youwanttocompareasampleaveragetoapopulationaverage.Thesamplepopulationsizeis130.Thedatatableisshownbelow.

Howmanyofthequestionmarksrepresentrequiredpiecesofdata?

A)1

B)2

C)3

D)4

Answer:B

PageRef:439

Difficulty:Difficult

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

18)Fordalwaysasksconsumers"IsFordaqualityvehicle?"afterseeingaFordcommercial.Theproportionsaying"yes"isthencomparedtotheproportionsaying"yes"inthepopulationofallFordcommercials.Inordertodeterminestatisticalsignificance,a________wouldbeused.

A)g-test

B)stat-test

C)Z-test

D)r-test

Answer:C

PageRef:437

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

19)Youshowagroupofindividualsacommercialafterwhichyouask"Whichofthefollowingautomanufacturersdoyouthinkhasthehighestquality?"A________wouldbeusedtoexaminethepatternofresponsetothisquestion.

A)t-test

B)chi-squaretest

C)Z-test

D)r-test

Answer:A

PageRef:438

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

20)ImaginethatyouhavedevelopedtwoadsthataretobeplacedintorotationinGoogleAdwords.Whilebothadswillbeshowninresponsetothesamesearchterms,theadsdifferinthebenefittheyoffertheconsumer:thefirstadstressescustomerservicewhilethesecondadstresseslowprices.Adwordsletsyoumonitorthepurchaseamountresultingfromtheclick-throughforeachoftheads.Whatstatisticaltestisappropriatefordeterminingwhetheroneadisstatisticallysuperiortotheother?

A)F-test

B)t-test

C)Chi-square

D)Z-test

Answer:A

PageRef:440-441

Difficulty:Difficult

LearningObj.:LO3

Classification:Application

AACSBStandard:ReflectiveThinkingSkills

21)Whenthedatabeingexaminedisattheintervalorratiolevelofmeasurementa(n)________canbeusedtodetermineiftheresponsesofdifferentsubgroupsarestatisticallysignificant.

A)F-test

B)r-test

C)Chi-square

D)Z-test

Answer:A

PageRef:440-445

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

22)Thetwostatementsbelowrefertofactorialdesigns.

I. Afactorialdesignallowsyoutomakejudgmentsaboutthesimultaneous

influenceoftwoormorevariables.

II. Factorialdesignsallowyoutodetermineifthereisaninteractionbetweenthevariables.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:C

PageRef:445

Difficulty:Moderate

LearningObj.:LO4

Classification:Conceptual

23)Asignificantinteractionindicatesthatvariablesworkindependentlywhileanonsignificantinteractionindicatesthatthecombinedimpactofoneormorevariablesisgreater(orless)thantheinfluenceofeachvariableindividually.

Answer:FALSE

PageRef:445

Difficulty:Difficult

LearningObj.:LO4

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

24)Whenplanningafactorialstudy,onefactoralwaysneedstohaveexactlytwolevels.

Answer:FALSE

PageRef:445

Difficulty:Moderate

LearningObj.:LO4

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

25)Youareplanningafactorialresearchstudy.Therearethreevariables.Onevariable,tone,useseitherahumorousoraseriousapproach.Asecondvariable,length,useseithera30secondora60secondmessage.Athirdvariable,music,useseitheraclassical,pop,orrapsoundtrackinthebackground.Thisstudywouldbeconsidereda________design.

A)2x2

B)2x2x2

C)3x2

D)2x2x3

Answer:D

PageRef:446

Difficulty:Moderate

LearningObj.:LO4

Classification:CriticalThinking

AACSBStandard:AnalyticSkills

26)Youconductafactorialresearchstudywhichhastwovariableswithtwoaspectsofeachvariable.Thevariablesandtheiraspectsare:genderofspokesperson(maleorfemale)andhumor(presentorabsent).Thegoalofallfouradsistoimproveattitudestowardthebrand,usingthemeasure"Howmuchdoyouagreeordisagreewiththestatement:Thisisabrandforme"asthekeymeasure.Afivepoint-scalewasusedwherehigherscoresindicatemoreagreement.

ThedataandresultsoftheF-testareshownbelow.

Whichofthefollowingisthecorrectconclusiontodrawfromthisdata?

A)neitherfactorissignificant,nointeractionbetweenfactors

B)onefactorissignificant,nointeractionbetweenfactors

C)onefactorissignificant,withaninteractionbetweenfactors

D)twofactorsaresignificant,nointeractionbetweenfactors

Answer:A

PageRef:446-447

Difficulty:Moderate

LearningObj.:LO4

Classification:Application

AACSBStandard:AnalyticSkills

27)Youconductafactorialresearchstudywhichhastwovariableswithtwoaspectsofeachvariable.Thevariablesandtheiraspectsare:genderofspokesperson(maleorfemale)andhumor(presentorabsent).Thegoalofallfouradsistoimproveattitudestowardthebrand,usingthemeasure"Howmuchdoyouagreeordisagreewiththestatement:Thisisabrandforme"asthekeymeasure.Afivepoint-scalewasusedwherehigherscoresindicatemoreagreement.

AchartofthedataandF-testresultsareshownbelow.

Whichofthefollowingisthecorrectconclusiontodrawfromthisdata?

A)neitherfactorissignificant,nointeractionbetweenfactors

B)onefactorissignificant,nointeractionbetweenfactors

C)onefactorissignificant,wthaninteractionbetweenfactors

D)twofactorsaresignificant,nointeractionbetweenfactors

Answer:A

PageRef:447

Difficulty:Moderate

LearningObj.:LO4

Classification:Application

AACSBStandard:AnalyticSkills

28)Youconductafactorialresearchstudywhichhastwovariableswithtwoaspectsofeachvariable.Thevariablesandtheiraspectsare:genderofspokesperson(maleorfemale)andhumor(presentorabsent).Thegoalofallfouradsistoimproveattitudestowardthebrand,usingthemeasure"Howmuchdoyouagreeordisagreewiththestatement:Thisisabrandforme"asthekeymeasure.Afivepoint-scalewasusedwherehigherscoresindicatemoreagreement.

ThedataandresultsofanF-testareshownbelow.

Whichofthefollowingisthecorrectconclusiontodrawfromthisdata?

A)neitherfactorissignificant,nointeractionbetweenfactors

B)amalespokespersonismoreeffectiveversusafemale,humordoesnotmakeadifference

C)afemalespokespersonismoreeffectiveversusamale,humordoesnotmakeadifference

D)typesofspokespersonandhumorbothaffectcommercialeffectiveness

Answer:B

PageRef:448

Difficulty:Moderate

LearningObj.:LO4

Classification:Application

AACSBStandard:AnalyticSkills

29)Youconductafactorialresearchstudywhichhastwovariableswithtwoaspectsofeachvariable.Thevariablesandtheiraspectsare:genderofspokesperson(maleorfemale)andhumor(presentorabsent).Thegoalofallfouradsistoimproveattitudestowardthebrand,usingthemeasure"Howmuchdoyouagreeordisagreewiththestatement:Thisisabrandforme"asthekeymeasure.Afivepoint-scalewasusedwherehigherscoresindicatemoreagreement.

ThedataandresultsoftheF-testareshownbelow.

Whichofthefollowingisthecorrectconclusiontodrawfromthisdata?

A)neitherfactorissignificant,nointeractionbetweenfactors

B)amalespokespersonismoreeffectiveversusafemale,humordoesnotmakeadifference

C)afemalespokespersonismoreeffectiveversusamale,humordoesnotmakeadifferencce

D)typesofspokespersonandhumorbothaffectcommercialeffectiveness

Answer:B

PageRef:449

Difficulty:Moderate

LearningObj.:LO4

Classification:Application

AACSBStandard:AnalyticSkills

30)Youconductafactorialresearchstudywhichhastwovariableswithtwoaspectsofeachvariable.Thevariablesandtheiraspectsare:genderofspokesperson(maleorfemale)andhumor(presentorabsent).Thegoalofallfouradsistoimproveattitudestowardthebrand,usingthemeasure"Howmuchdoyouagreeordisagreewiththestatement:Thisisabrandforme"asthekeymeasure.Afivepoint-scalewasusedwherehigherscoresindicatemoreagreement.

ThedataandF-testresultsareshownbelow.

Whichofthefollowingisthecorrectconclusiontodrawfromthisdata?

A)Whenhumorispresent,thegenderofthespokespersondoesnotaffectreactionstothecommercial,butwhenhumorisabsent,reactionsaremuchmorepositivewhenthecommercialusesamaleversusfemalespokesperson.

B)Afemalespokespersonisalwaysmoreeffectiveversusamale.Thereisaninteractionbetweenfactors.

C)Whenhumorisabsent,thegenderofthespokespersondoesnotaffectreactionstothecommercial,butwhenhumorispresent,reactionsaremuchmorepositivewhenthecommercialusesamaleversusfemalespokesperson.

D)Amalespokespersonisalwaysmoreeffectiveversusafemale.Thereisaninteractionbetweenfactors.

Answer:A

PageRef:449

Difficulty:Moderate

LearningObj.:LO4

Classification:Application

AACSBStandard:AnalyticSkills

31)Youconductafactorialresearchstudywhichhastwovariableswithtwoaspectsofeachvariable.Thevariablesandtheiraspectsare:genderofspokesperson(maleorfemale)andhumor(presentorabsent).Thegoalofallfouradsistoimproveattitudestowardthebrand,usingthemeasure"Howmuchdoyouagreeordisagreewiththestatement:Thisisabrandforme"asthekeymeasure.Afivepoint-scalewasusedwherehigherscoresindicatemoreagreement.

ThedataandF-testresultsareshownbelow.

Whichofthefollowingisthecorrectconclusiontodrawfromthisdata?

A)Whenhumorispresentthegenderofthespokespersondoesnotaffectreactionstothecommercial,butwhenhumorisabsent,reactionsaremuchmorepositivewhenthecommercialusesamaleversusfemalespokesperson.

B)Amalespokespersonisalwaysmoreeffectiveversusafemale.Thereisnointeractionbetweenfactors.

C)Whenhumorisabsent,thegenderofthespokespersondoesnotaffectreactionstothecommercial,butwhenhumorispresent,reactionsaremuchmorepositivewhenthecommercialusesamaleversusfemalespokesperson.

D)Amalespokespersonisalwaysmoreeffectiveversusafemale.Thereisaninteractionbetweenfactors.

Answer:A

PageRef:450

Difficulty:Moderate

LearningObj.:LO4

Classification:Application

AACSBStandard:AnalyticSkills

32)Youconductafactorialresearchstudywhichhastwovariableswithtwoaspectsofeachvariable.Thevariablesandtheiraspectsare:genderofspokesperson(maleorfemale)andhumor(presentorabsent).Thegoalofallfouradsistoimproveattitudestowardthebrand,usingthemeasure"Howmuchdoyouagreeordisagreewiththestatement:Thisisabrandforme"asthekeymeasure.Afivepoint-scalewasusedwherehigherscoresindicatemoreagreement.

ThefindingsandF-testresultsareshownbelow.

Whichofthefollowingisthecorrectconclusiontodrawfromthisdata?

A)Afemalespokespersonisalwaysmoreeffectiveversusamale;thepresenceorabsenceofhumordoesnotmakeadifference.

B)Amalespokespersonisalwaysmoreeffectiveversusafemale;thepresenceorabsenceofhumordoesnotmakeadifference.

C)Afemalespokespersonisalwaysmoreeffectiveversusamale;thepresenceofhumorresultsinmoreeffectivecommercialsversusthosewherehumorisabsent.

D)Amalespokespersonisalwaysmoreeffectiveversusafemale;thepresenceofhumorresultsinmoreeffectivecommercialsversusthosewherehumorisabsent.

Answer:C

PageRef:451

Difficulty:Moderate

LearningObj.:LO4

Classification:Application

AACSBStandard:AnalyticSkills

33)Youconductafactorialresearchstudywhichhastwovariableswithtwoaspectsofeachvariable.Thevariablesandtheiraspectsare:genderofspokesperson(maleorfemale)andhumor(presentorabsent).Thegoalofallfouradsistoimproveattitudestowardthebrand,usingthemeasure"Howmuchdoyouagreeordisagreewiththestatement:Thisisabrandforme"asthekeymeasure.Afivepoint-scalewasusedwherehigherscoresindicatemoreagreement.

ThefindingsandF-testresultsareshownbelow.

Whichofthefollowingisthecorrectconclusiontodrawfromthisdata?

A)Afemalespokespersonisalwaysmoreeffectiveversusamale;thepresenceorabsenceofhumordoesnotmakeadifference.

B)Amalespokespersonisalwaysmoreeffectiveversusafemale;thepresenceorabsenceofhumordoesnotmakeadifference.

C)Afemalespokespersonisalwaysmoreeffectiveversusamale;thepresenceofhumorresultsinmoreeffectivecommercialsversusthosewherehumorisabsent.

D)Amalespokespersonisalwaysmoreeffectiveversusafemale;thepresenceofhumorresultsinmoreeffectivecommercialsversusthosewherehumorisabsent.

Answer:C

PageRef:452

Difficulty:Moderate

LearningObj.:LO4

Classification:Application

AACSBStandard:AnalyticSkills

34)Youconductafactorialresearchstudywhichhastwovariableswithtwoaspectsofeachvariable.Thevariablesandtheiraspectsare:genderofspokesperson(maleorfemale)andhumor(presentorabsent).Thegoalofallfouradsistoimproveattitudestowardthebrand,usingthemeasure"Howmuchdoyouagreeordisagreewiththestatement:Thisisabrandforme"asthekeymeasure.Afivepoint-scalewasusedwherehigherscoresindicatemoreagreement.

ThefindingsandF-testresultsareshownbelow.

Whichofthefollowingisthecorrectconclusiontodrawfromthisdata?

A)neitherfactorissignificant,nointeractionbetweenfactors

B)onefactorissignificant,nointeractionbetweenfactors

C)twofactorsaresignificant,withasignificantinteractionbetweenfactors

D)neitherfactorissignificant,withasignificantinteractionbetweenfactors

Answer:D

PageRef:452

Difficulty:Moderate

LearningObj.:LO4

Classification:Application

AACSBStandard:AnalyticSkills

35)Youconductafactorialresearchstudywhichhastwovariableswithtwoaspectsofeachvariable.Thevariablesandtheiraspectsare:genderofspokesperson(maleorfemale)andhumor(presentorabsent).Thegoalofallfouradsistoimproveattitudestowardthebrand,usingthemeasure"Howmuchdoyouagreeordisagreewiththestatement:Thisisabrandforme"asthekeymeasure.Afivepoint-scalewasusedwherehigherscoresindicatemoreagreement.

ThefindingsandF-testresultsareshownbelow.

Whichofthefollowingisthecorrectconclusiontodrawfromthisdata?

A)neitherfactorissignificant,nointeractionbetweenfactors

B)onefactorissignificant,nointeractionbetweenfactors

C)twofactorsaresignificant,wthasignificantinteractionbetweenfactors

D)neitherfactorissignificant,withasignificantinteractionbetweenfactors

Answer:D

PageRef:453

Difficulty:Moderate

LearningObj.:LO4

Classification:Application

AACSBStandard:AnalyticSkills

36)Acorrelationisameasureofthecovariancebetweentwoormorevariables.

Answer:TRUE

PageRef:453

Difficulty:Moderate

LearningObj.:LO5

Classification:Conceptual

37)Acorrelationcoefficientbetween"commercialbelievability"and"brandpurchaseintent"is+1.Thismeansthathighratingsofcommercialbelievabilitycauseincreasedpurchaseintent.

Answer:FALSE

PageRef:455

Difficulty:Moderate

LearningObj.:LO5

Classification:Application

AACSBStandard:ReflectiveThinkingSkills

38)Therangeofacorrelationcoefficientis________.

A)0to+1

B)-1to0

C).01to1

D)-1to+1

Answer:D

PageRef:454

Difficulty:Easy

LearningObj.:LO5

Classification:Conceptual

39)Thecorrelationbetween"commercialrelevance"and"messageimportance"is+.63.Thismeansthatratingsofcommercialrelevanceandmessageimportanceriseorfalltogether,asoneincreases(ordecreases)sodoestheother.

Answer:TRUE

PageRef:454

Difficulty:Moderate

LearningObj.:LO5

Classification:Conceptual

40)Thecorrelationbetween"messagebelievability"and"commercialliking"is-.73.Thismeansthatratingsofmessagebelievabilityandcommerciallikingriseorfalltogether,asoneincreases(ordecreases)sodoestheother.

Answer:FALSE

PageRef:454

Difficulty:Moderate

LearningObj.:LO5

Classification:Conceptual

41)Thecorrelationbetween"commercialrelevance"and"messageimportance"is-.89.Thenegativesignindicatesthatthisisaweakcorrelationthatcanbeignored.

Answer:FALSE

PageRef:454

Difficulty:Moderate

LearningObj.:LO5

Classification:Conceptual

42)Itisnotpossibletodeterminethestatisticalsignificanceofacorrelationcoefficient.

Answer:FALSE

PageRef:455

Difficulty:Moderate

LearningObj.:LO5

Classification:Conceptual

43)Astatisticallysignificantcorrelationindicatescausation.

Answer:FALSE

PageRef:454

Difficulty:Moderate

LearningObj.:LO5

Classification:Conceptual

44)Statisticalsignificancedoesnotalwaysimplypracticalormeaningfulsignificance.

Answer:TRUE

PageRef:457

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

45)

Whatisthebestestimateofthecorrelationshowninthegraph?

A)-1

B)-.3

C)0

D)+.2

E)+.9

Answer:C

PageRef:454

Difficulty:Moderate

LearningObj.:LO5

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

46)Thecorrelationmatrixbelowprovidestheresultsofarecentcommercialtest.A*indicatesastatisticallysignificantcorrelation.

Age Income Ratingofad Ratingofad Purchase

believability liking intent

Age 1.0

Income .57* 1.0

Ratingofad

believability -.38 .02 1.0

Ratingofad

liking .09 -.05 .87* 1.0

Purchase

intent -.15 .04 .83* .57* 1.0

Whatconclusionscanyoudrawabout(1)ageand(2)ratingsofadbelievability?

Answer:(1)Ageissignificantlyrelatedtoincome.Asagegoesupsodoesincome;asagedecreasessodoesincome.Ageisnotrelatedtoanyofthecommercialratings.(2)Adbelievabilityissignificantlyrelatedtobothadlikingandpurchaseintent.Asadbelievabilityrisessodotheothertwomeasures;commerciallikingandpurchaseintentdeclineasbelievabilitydeclines.

PageRef:456