TABLE 11-9
the Marketing Manager of a Company Producing a New

question 20

Short Answer

TABLE 11-9
The marketing manager of a company producing a new cereal aimed for children wants to examine the effect of the color and shape of the box's logo on the approval rating of the cereal. He combined 4 colors and 3 shapes to produce a total of 12 designs. Each logo was presented to 2 different groups (a total of 24 groups) and the approval rating for each was recorded and is shown below. The manager analyzed these data using the ? = 0.05 level of significance for all inferences
$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$$\text { COLORS }$
$\begin{array} { l l l l l } \text { SHAPES } & \text { Red } & \text { Green } & \text { Blue } & \text { Yellow } \\\hline \text { Circle } & 54 & 67 & 36 & 45 \\ & 44 & 61 & 44 & 41 \\ \text { Square } & 34 & 56 & 36 & 21 \\ & 36 & 58 & 30 & 25 \\ \text { Diamond } & 46 & 60 & 34 & 31 \\ & 48 & 60 & 38 & 33 \end{array}$

$\text { Analysis of Variance }$
$\begin{array}{lrcrrr}\hline \text { Source } & d f & {S S} & {\text { MS }} & {F} & p \\\hline \text { Colors } & 3 & 2711.17 & 903.72 & 7230 & 0.000 \\\text { Shapes } & 2 & 579.00 & 289.50 & 23.16 & 0.000 \\\text { Interaction } & 6 & 150.33 & 25.06 & 2.00 & 0.144 \\\text { Error } & 12 & 150.00 & 12.50 & & \\\text { Total } & 23 & 3590.50 & & &\end{array}$

-Referring to Table 11-9, the mean square for the interaction of color and shape is _____.

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Definitions:

Harvest Strategy

A business approach focused on extracting maximum profits from a product, division, or business segment with minimal investment.

Retrenchment Strategy

A strategy used by businesses to reduce their size or operations in response to economic challenges or poor performance in order to become more financially stable.

Restructure

The process of changing the organizational, ownership, or operational structure of a company to make it more profitable, efficient, or to adapt to new conditions.

Competitive Advantage

The distinctive qualities or situations that enable a company to surpass its rivals in performance.