TABLE 9-7 A Major Home Improvement Store Conducted Its Biggest Brand Recognition

question 34

Short Answer

TABLE 9-7
A major home improvement store conducted its biggest brand recognition campaign in the company's history. A series of new television advertisements featuring well-known entertainers and sports figures was launched. A key metric for the success of television advertisements is the proportion of viewers who "like the ads a lot." A study of 1,189 adults who viewed the ads reported that 230 indicated that they "like the ads a lot." The percentage of a typical television advertisement receiving the "like the ads a lot" score is believed to be 22%. Company officials wanted to know if there is evidence that the series of television advertisements are less successful than the typical ad (i.e. if there is evidence that the population proportion of "like the ads a lot" for the company's ads is less than 0.22) at a 0.01 level of significance.
-Referring to Table 9-7, what critical value should the company officials use to determine the rejection region?

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Definitions:

Case Studies

Detailed examinations of a single instance or event, typically used to explore complex issues in real-life contexts.

Sensemaking

The process of making sense of or assigning meaning to complex phenomena based on one's experiences, beliefs, and knowledge.

Administrators

Individuals responsible for overseeing and managing the operations of organizations or systems, often within institutional, educational, or corporate contexts.

Ethnobiography

A combination of ethnography and biography, focusing on the detailed narrative study of a single person's life within their cultural and social context.