Question 1

You conduct a factorial research study which has two variables with two aspects of each variable.The variables and their aspects are: gender of spokesperson (male or female)and humor (present or absent).The goal of all four ads is to improve attitudes toward the brand,using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure.A five point-scale was used where higher scores indicate more agreement.
The findings and F-test results are shown below. 
$$\begin{array} { l r c } 
\hline \text { Factors Evaluated } & \text { F } & \text { Level of Significance } ( { \alpha } ) \
\hline \text { Gender (Alone) } & 1.45 & .91 \
\text { Humor (Alone) } & 1.87 & .88 \
\text { Spokesperson X Humor Interaction } & 17.92 & .001 \
\hline
\end{array}$$
Which of the following is the correct conclusion to draw from this data?

Accepted Answer

The answer of You conduct a factorial research study which...

Question 2

A significant interaction indicates that variables work independently while a nonsignificant interaction indicates that the combined impact of one or more variables is greater (or less)than the influence of each variable individually.

Accepted Answer

The statement is incorrect. A significant interaction indicates that the combined impact of one or more variables is greater (or less) than the influence of each variable individually, while a nonsignificant interaction indicates that variables work together in a dependent manner rather than independently.

Question 3

You conduct a factorial research study which has two variables with two aspects of each variable.The variables and their aspects are: gender of spokesperson (male or female)and humor (present or absent).The goal of all four ads is to improve attitudes toward the brand,using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure.A five point-scale was used where higher scores indicate more agreement.
A chart of the data and F-test results are shown below. 
$$\begin{array} { l c c } 
\hline \text { Factors Evaluated } & \text { F } & \text { Level of Significance } ( { \alpha } ) \
\hline \text { Gender (Alone) } & 2.34 & .15 \
\text { Humor (Alone) } & 2.48 & .17 \
\text { Spokesperson } \times \text { Humor interaction } & 1.83 & .25 \
\hline
\end{array}$$
Which of the following is the correct conclusion to draw from this data?

Accepted Answer

The answer of You conduct a factorial research study which...

Question 4

You are planning a factorial research study.There are three variables.One variable,tone,uses either a humorous or a serious approach.A second variable,length,uses either a 30 second or a 60 second message.A third variable,music,uses either a classical,pop,or rap soundtrack in the background.This study would be considered a ________ design.

Accepted Answer

This study is a 2 x 2 x 3 factorial design because it involves three variables with two levels (humorous or serious tone, 30 second or 60 second length), and one with three levels (classical, pop, or rap music), making it a 2 x 2 x 3 design.

Question 5

The two statements below refer to factorial designs.
I.A factorial design allows you to make judgments about the simultaneous
Influence of two or more variables.
II.Factorial designs allow you to determine if there is an interaction between the variables.
Which,if any,of these statements is (are)true?

Accepted Answer

Statement I is true because a factorial design involves manipulating two or more independent variables simultaneously to examine their impact on a dependent variable. 
Statement II is also true because factorial designs allow researchers to test for interactions between variables, which means that the effect of one independent variable depends on the level of the other independent variable.

Question 6

The range of a correlation coefficient is ________.

Accepted Answer

The range of a correlation coefficient is always between -1 and +1, indicating the strength and direction of the relationship between two variables. A correlation of +1 indicates a perfect positive correlation, while a correlation of -1 indicates a perfect negative correlation. A correlation of 0 indicates no correlation between the variables. Therefore, option D, (-1 to +1) is the correct range of correlation coefficient.

Question 7

You conduct a factorial research study which has two variables with two aspects of each variable.The variables and their aspects are: gender of spokesperson (male or female)and humor (present or absent).The goal of all four ads is to improve attitudes toward the brand,using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure.A five point-scale was used where higher scores indicate more agreement.
The data and F-test results are shown below. $$\begin{array} { l c } 
\hline \text { Measure: Ratings of Personal Relevance } & \text { Average Rating } \
\hline \text { Spokesperson } & \
~~\text { Male ("Logo" and "Guitars" combined) } & 3.3 \
~~\text { Female ("Trial" and "Text" combined) } & 2.2 \
\text { Humor } & \
~~\text { Present ("Logo" and "Trial" combined) } & 2.7 \
~~\text { Absent ("Guitars" and "Text" combined) } & 2.8 \
\text { Individual Ads } & \
~~\text { "Logo" } & 2.8 \
~~\text { "Trial" } & 2.6 \
~~\text { "Guitars" } & 3.8 \
~~\text { "Text" } & 1.8 \
\hline
\end{array}$$
$$\begin{array} { l r c } 
\hline{ \text { Factors Evaluated } } & \text { F } & \text { Level of Significance } ( \alpha ) \
\hline \text { Gender (Alone) } & 32.45 & .001 \
\text { Humor (Alone) } & 2.97 & .15 \
\text { Spokesperson } \times \text { Humor Interaction } & 17.92 & .01 \
\hline
\end{array}$$
Which of the following is the correct conclusion to draw from this data?

Accepted Answer

The data shows a significant effect of gender alone and a significant interaction between gender and humor. The average ratings indicate that when humor is absent, the male spokesperson leads to more positive reactions compared to the female spokesperson.

Question 8

The correlation between "message believability" and "commercial liking" is -.73.This means that ratings of message believability and commercial liking rise or fall together,as one increases (or decreases)so does the other.

Accepted Answer

A correlation of -.73 indicates a strong negative relationship, meaning that as ratings of message believability increase, ratings of commercial liking tend to decrease, and vice versa.

Question 9

You conduct a factorial research study which has two variables with two aspects of each variable.The variables and their aspects are: gender of spokesperson (male or female)and humor (present or absent).The goal of all four ads is to improve attitudes toward the brand,using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure.A five point-scale was used where higher scores indicate more agreement.
The findings and F-test results are shown below. $$\begin{array} { l c } 
\hline \text { Measure: Ratings of Personal Relevance } & \text { Average Rating } \
\hline \text { Spokesperson } & \
~~\text { Male ("Logo" and "Guitars" combined) } & 2.3 \
~~\text { Female ("Trial" and "Text" combined) } & 3.7 \
\text { Humor } & \
~~\text { Present ("Logo" and "Trial" combined) } & 3.7 \
~~\text { Absent " "Guitars" and "Text" combined) } & 2.3 \
\text { Individual Ads } & \
~~\text { "Logo" } & 3.0 \
~~\text { "Trial" } & 4.4 \
~~\text { "Guitars" } & 1.6 \
~~\text { "Text" } & 3.0 \
\hline
\end{array}$$
$$\begin{array} { l c c } 
\hline \text { Factors Evaluated } & \text { F } & \text { Level of Significance } ( { \alpha } ) \
\hline \text { Gender (Alone) } & 18.23 & .001 \
\text { Humor (Alone) } & 17.81 & .001 \
\text { Spokesperson } \times \text { Humor Interaction } & 6.02 & .43 \
\hline
\end{array}$$
Which of the following is the correct conclusion to draw from this data?

Accepted Answer

The data shows that ads with a female spokesperson (average rating 3.7) and ads with humor present (average rating 3.7) both received higher ratings of personal relevance compared to their counterparts. The significant F values for gender and humor indicate these factors independently affect attitudes toward the brand. The interaction between spokesperson gender and humor was not significant (p = .43), suggesting the effects of gender and humor on ad effectiveness are additive rather than interactive.

Question 10

You conduct a factorial research study which has two variables with two aspects of each variable.The variables and their aspects are: gender of spokesperson (male or female)and humor (present or absent).The goal of all four ads is to improve attitudes toward the brand,using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure.A five point-scale was used where higher scores indicate more agreement.
The data and F-test results are shown below. 
$$\begin{array} { l r c } 
\hline{ \text { Factors Evaluated } } & \text { F } & \text { Level of Significance } ( \alpha ) \
\hline \text { Gender (Alone) } & 32.45 & .001 \
\text { Humor (Alone) } & 2.97 & .15 \
\text { Spokesperson X Humor Interaction } & 17.92 & .01 \
\hline
\end{array}$$
Which of the following is the correct conclusion to draw from this data?

Accepted Answer

The answer of You conduct a factorial research study which...

Question 11

You conduct a factorial research study which has two variables with two aspects of each variable.The variables and their aspects are: gender of spokesperson (male or female)and humor (present or absent).The goal of all four ads is to improve attitudes toward the brand,using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure.A five point-scale was used where higher scores indicate more agreement.
The data and results of the F-test are shown below. $$\begin{array} { l c } 
\hline \text { Measure: Ratings of Personal Relevance } & \text { Average Rating } \
\hline \text { Spokesperson } & \
~~\text { Male ("Logo" and "Guitars" combined) } & 3.7 \
~~\text { Female ("Trial" and "Text" combined) } & 3.9 \
\text { Humor } & \
~~\text { Present ("Logo" and "Trial" combined) } & 3.7 \
~~\text { Absent ("Guitars" and "Text" combined) } & 3.9 \
\text { Individual Ads } & \
~~\text { "Logo" } & 3.6 \
~~\text { "Trial" } & 3.8 \
~~\text { "Guitars" } & 3.8 \
~~\text { "Text" } & 4.0 \
\hline
\end{array}$$
$$\begin{array} { l c c } 
\hline \text { Factors Evaluated } & \text { F } & \text { Level of Significance } ( \alpha ) \
\hline \text { Gender (Alone) } & 2.34 & .15 \
\text { Humor (Alone) } & 2.48 & .17 \
\text { Spokesperson } \times \text { Humor Interaction } & 1.83 & .25 \
\hline
\end{array}$$
Which of the following is the correct conclusion to draw from this data?

Accepted Answer

The F-test results show that neither the gender of the spokesperson nor the presence of humor alone has a significant effect on attitudes toward the brand, as indicated by the levels of significance (.15 and .17, respectively) being above the typical alpha level of .05. Additionally, the interaction between spokesperson gender and humor is not significant, with a level of significance of .25, further supporting the conclusion that there is no interaction between the factors.

Question 12

You conduct a factorial research study which has two variables with two aspects of each variable.The variables and their aspects are: gender of spokesperson (male or female)and humor (present or absent).The goal of all four ads is to improve attitudes toward the brand,using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure.A five point-scale was used where higher scores indicate more agreement.
The findings and F-test results are shown below. $$\begin{array} { l c } 
\hline \text { Measure: Purchase Intent } & \text { Average Rating } \
\hline \text { Spokesperson } & \
~~\text { Male ("Logo" and "Guitars" combined) } & 3.1 \
~~\text { Female ("Trial" and "Text" combined) } & 3.1 \
\text { Humor } & \
~~\text { Present ("Logo" and "Trial" combined) } & 3.2 \
~~\text { Absent ("Guitars" and "Text" combined) } & 3.0 \
\text { Individual Ads } & \
~~\text { "Logo" } & 2.0 \
~~\text { "Trial" } & 4.4 \
~~\text { "Guitars" } & 4.2 \
~~\text { "Text" } & 1.8 \
\hline
\end{array}$$
$$\begin{array} { l r c } 
\hline \text { Factors Evaluated } & \text { F } & \text { Level of Significance } ( { \alpha } ) \
\hline \text { Gender (Alone) } & 1.45 & .91 \
\text { Humor (Alone) } & 1.87 & .88 \
\text { Spokesperson X Humor Interaction } & 17.92 & .001 \
\hline
\end{array}$$
Which of the following is the correct conclusion to draw from this data?

Accepted Answer

The F-test results show that neither gender (F = 1.45, α = .91) nor humor (F = 1.87, α = .88) alone are significant, as their levels of significance are well above the conventional threshold of .05. However, the interaction between spokesperson gender and humor is significant (F = 17.92, α = .001), indicating that the effect of one factor depends on the level of the other factor.

Question 13

A correlation coefficient between "commercial believability" and "brand purchase intent" is +1.This means that high ratings of commercial believability cause increased purchase intent.

Accepted Answer

A correlation coefficient of +1 indicates a perfect positive relationship between commercial believability and brand purchase intent, meaning they move together in the same direction. However, correlation does not imply causation; it does not prove that high ratings of commercial believability cause increased purchase intent.

Question 14

When planning a factorial study,one factor always needs to have exactly two levels.

Accepted Answer

A factorial study can have any number of factors and each factor can have any number of levels, including more than two.

Question 15

A correlation is a measure of the covariance between two or more variables.

Accepted Answer

A correlation measures the degree to which two variables are related or associated to each other, usually expressed as a coefficient that ranges from -1 to 1. It is based on calculating the covariance or "shared variation" between the variables, which indicates whether they tend to vary together in a positive or negative direction.

Question 16

You conduct a factorial research study which has two variables with two aspects of each variable.The variables and their aspects are: gender of spokesperson (male or female)and humor (present or absent).The goal of all four ads is to improve attitudes toward the brand,using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure.A five point-scale was used where higher scores indicate more agreement.
The data and results of an F-test are shown below. $$\begin{array} { l c } 
\hline \text { Measure: Ratings of Personal Relevance } & \text { Average Rating } \
\hline \text { Spokesperson } & \
~~\text { Male ("Logo" and "Guitars" combined) } & 3.7 \
~~\text { Female ("Trial" and "Text" combined) } & 2.5 \
\text { Humor } & \
~~\text { Present ("Logo" and "Trial" combined) } & 3.0 \
~~\text { Absent ("Guitars" and "Text" combined) } & \
\text { Individual Ads } & \
~~\text { "Logo" } & 3.6 \
~~\text { "Trial" } & 2.4 \
~~\text { "Guitars" } & 3.8 \
~~\text { "Text" } & 2.6 \
\hline
\end{array}$$
$$\begin{array} { l r c } 
\hline \text { Factors Evaluated } & \text { F } & \text { Level of Significance } ( { \alpha } ) \
\hline \text { Gender (Alone) } & 42.45 & .001 \
\text { Humor (Alone) } & .97 & .92 \
\text { Spokesperson X Humor interaction } & 1.02 & .85 \
\hline
\end{array}$$
Which of the following is the correct conclusion to draw from this data?

Accepted Answer

The F-test results show a significant effect of gender (p = .001) but not for humor (p = .92) or the interaction between spokesperson and humor (p = .85), indicating that a male spokesperson is more effective than a female one, while humor does not significantly affect the ratings.

Question 17

The correlation between "commercial relevance" and "message importance" is +.63.This means that ratings of commercial relevance and message importance rise or fall together,as one increases (or decreases)so does the other.

Accepted Answer

A correlation coefficient of +0.63 indicates a positive relationship between variables. In this case, it means that as ratings of commercial relevance increase or decrease, so do ratings of message importance, and this relationship is moderate in strength.

Question 18

When the data being examined is at the interval or ratio level of measurement a(n)________ can be used to determine if the responses of different subgroups are statistically significant.

Accepted Answer

When the data being examined is at the interval or ratio level of measurement, an F-test is the best choice for determining if the responses of different subgroups are statistically significant. The F-test compares the variances of two or more samples and is commonly used in analysis of variance (ANOVA) to determine if there are significant differences between group means.

Question 19

You conduct a factorial research study which has two variables with two aspects of each variable.The variables and their aspects are: gender of spokesperson (male or female)and humor (present or absent).The goal of all four ads is to improve attitudes toward the brand,using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure.A five point-scale was used where higher scores indicate more agreement.
The findings and F-test results are shown below. 
$$\begin{array} { l c c } 
\hline \text { Factors Evaluated } & \text { F } & \text { Level of Significance } ( \alpha ) \
\hline \text { Gender (Alone) } & 18.23 & .001 \
\text { Humor (Alone) } & 17.81 & .001 \
\text { Spokesperson } \times \text { Humor Interaction } & 6.02 & .43 \
\hline
\end{array}$$
Which of the following is the correct conclusion to draw from this data?

Accepted Answer

The answer of You conduct a factorial research study which...

Question 20

You conduct a factorial research study which has two variables with two aspects of each variable.The variables and their aspects are: gender of spokesperson (male or female)and humor (present or absent).The goal of all four ads is to improve attitudes toward the brand,using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure.A five point-scale was used where higher scores indicate more agreement.
The data and results of the F-test are shown below. 
$$\begin{array} { l r c } 
\hline \text { Factors Evaluated } & \text { F } & \text { Level of Significance } ( { \alpha } ) \
\hline \text { Gender (Alone) } & 42.45 & .001 \
\text { Humor (Alone) } & .97 & .92 \
\text { Spokesperson X Humor interaction } & 1.02 & .85 \
\hline
\end{array}$$
Which of the following is the correct conclusion to draw from this data?

Accepted Answer

The answer of You conduct a factorial research study which...

Quiz 16: Inferential Statistics

A significant interaction indicates that variables work independently while a nonsignificant interaction indicates that the combined impact of one or more variables is greater (or less)than the influence of each variable individually.

The range of a correlation coefficient is ________.

The correlation between "message believability" and "commercial liking" is -.73.This means that ratings of message believability and commercial liking rise or fall together,as one increases (or decreases)so does the other.

A correlation coefficient between "commercial believability" and "brand purchase intent" is +1.This means that high ratings of commercial believability cause increased purchase intent.

When planning a factorial study,one factor always needs to have exactly two levels.

A correlation is a measure of the covariance between two or more variables.

The correlation between "commercial relevance" and "message importance" is +.63.This means that ratings of commercial relevance and message importance rise or fall together,as one increases (or decreases)so does the other.

When the data being examined is at the interval or ratio level of measurement a(n) ________ can be used to determine if the responses of different subgroups are statistically significant.