Experiment - we can assume it is this if each of the volunteers were randomly assigned to the commercial times and repetition, Observational Study - it is not this because subjects did not get to choose which commercial (or how many times) they watched, compare - present because the same commercial was shown one, three or five times, control - present if subjects watched the same 40 minute program at the same time of day in the same atmosphere, randomization - we can assume that each subject had an equal chance of seeing the 30/90 second commercial, as well as the frequency of 1, 3, or 5 times during the programs, replication - present because there were 120 undergraduate students, Simplest Form Experiment - this is the type of experiment because all 120 undergraduate students were divided evenly without regard to characteristics that could affect the study, Block Design - would be desired if there were teenage subjects and adult subjects and we felt they would react differently to the commercial, subjects - 120 undergraduate students, explanatory variables (factors) - length of commercial/number of repetitions, response variable - attitude toward the camera/recall of the ad, number of factors - two, number of treatments - six, confounding - would be present if all 30 second commercials were shown to math/science majors and all 90 second commercials were shown to liberal arts majors, statistical significance - we can conclude that the difference in the intention to purchase the camera between the groups is large enough, that it could not have happened by chance,

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