TABLE 11.3 Preexposure and Postexposure Attitude Scores (for Exercise 11.18) DS AdStudy Preexposure Subject Attitudes (A

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Table 11 3 Preexposure And Postexposure Attitude Scores For Exercise 11 18 Ds Adstudy Preexposure Subject Attitudes A 1 (344.94 KiB) Viewed 10 times

TABLE 11.3 Preexposure and Postexposure Attitude Scores (for Exercise 11.18) DS AdStudy Preexposure Subject Attitudes (A₁) 1 23 8 9 10 50 25 30 50 60 80 45 30 65 70 Postexposure Attitudes (A₂) 53 27 38 55 61 85 45 5 31 72 78 Attitude Change (d) 3 285-50-10 7 Source: W. R. Dillon, T. J. Madden, and N. H. Firtle, Essentials of Marketing Re- search (Burr Ridge, IL: Richard D. Irwin, 1993), p. 435. McGraw-Hill Companies, Inc., 1993.

Tax Quick Tax Discount Tax Case Errors 1 857 2 920 1,090 1,594 1,820 1,943 1,987 2,008 2,083 2,439 545 W N 3 6 7 8 9 10 Errors 156 200 202 390 526 749 911 920 2,145 2,602 Difference 701 720 888 1,204 1,294 1,194 1,076 1,088 -62 - 163 Error 2000- 1000 0 Discount Firm Quick Q-D 1000 500 0 Test of median = 0.0 versus median not = 0.0 N N for Test Wilcoxon Statistic P Estimated Median Q-D 10 10 52.0 0.014 898.0

Exercise 18.19 (Algo) METHODS AND APPLICATIONS In the book Essentials of Marketing Research, William R. Dillon, Thomas J. Madden, and Neil H. Firtle (1993) present preexposure and postexposure attitude scores from an advertising study involving 10 respondents. The data for the experiment are given in Table 11.3. Assuming that the differences between pairs of postexposure and preexposure scores are normally distributed, we compared preexposure and postexposure attitude scores for an advertising study by using a paired difference t test. The data obtained and related JMP output are shown in Table 18.6 Use the Wilcoxon signed ranks test and the JMP output to determine whether the distributions of preexposure and postexposure attitude scores are different. Use a = 0.01. T^+ = T^_= Do not reject HO, the scores are 0 the same.