Question: Consumers鈥� attitudes toward advertising. The two most common marketing tools used for product advertising are ads on television and ads in a print magazine. Consumers鈥� 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 鈥渢ypicality鈥� 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 鈥渕ean difference between television and magazine advertising was statistically significant.鈥� Explain what this means in the context of the hypothesis test.
c. To assess whether the result is 鈥減ractically significant,鈥� 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 鈥減ractically significant.鈥�
Source: H. S. Jin and R. J. Lutz, 鈥淭he Typicality and Accessibility of Consumer Attitudes Toward Television Advertising: Implications for the Measurement of Attitudes Toward Advertising in General,鈥� Journal of Advertising, Vol. 42, No. 4, 2013 (from Table 1)
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