Question: Consumers’ attitudes toward advertising. The two most common marketing tools used for product advertising are ads on television and ads in a print magazine. Consumers’ attitudes toward television and magazine advertising were investigated in the Journal of Advertising (Vol. 42, 2013). In one experiment, each in a sample of 159 college students were asked to rate both the television and the magazine marketing tool on a scale of 1 to 7 points according to whether the tool was a good example of advertising, a typical form of advertising, and a representative form of advertising. Summary statistics for these “typicality” scores are provided in the following table. One objective is to compare the mean ratings of TV and magazine advertisements.

a. The researchers analysed the data using a paired samples t-test. Explain why this is the most valid method of analysis. Give the null and alternative hypotheses for the test.

b. The researchers reported a paired t-value of 6.96 with an associated p-value of .001 and stated that the “mean difference between television and magazine advertising was statistically significant.” Explain what this means in the context of the hypothesis test.

c. To assess whether the result is “practically significant,” we require a confidence interval for the mean difference. Although this interval was not reported in the article, you can compute it using the information provided in the table. Find a 95% confidence interval for the mean difference and interpret the result. What is your opinion regarding whether the two means are “practically significant.”

Source: H. S. Jin and R. J. Lutz, “The Typicality and Accessibility of Consumer Attitudes Toward Television Advertising: Implications for the Measurement of Attitudes Toward Advertising in General,” Journal of Advertising, Vol. 42, No. 4, 2013 (from Table 1)

Step by step solution

01

(a) Null and alternative hypothesis of the test

The researchers examined parred information since two separate evaluations were acquired from each student, i.e., each student supplied two ratings. As a result, a television mating commercial, as well as magazine scores, are linked as well as reliant.

02

(b) Context of a hypothesis test

The p-value < 0.001 of the discovery is significant. The null hypothesis is rejected. We may infer that the average difference in advertising among magazines and television was statistically significant.

03

(c) Practically significant

Let 105 be

with

The 95% confidence interval for the mean difference is (0.322 to 0.578). We may infer that the two means are statistically significant because the confidence intervals do not include 0.

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