TABLE 12-16
a Perfume Manufacturer Is Trying to Choose $$\begin{array} { l l } \text { Package } & \text { Scratch } \\\hline 52 & 37 \\68 & 43 \\43 & 53 \\48 & 39 \\56 & 47\end{array}$$

question 90

Multiple Choice

TABLE 12-16
A perfume manufacturer is trying to choose between 2 magazine advertising layouts. An expensive layout would include a small package of the perfume. A cheaper layout would include a "scratch-and-sniff" sample of the product. The manufacturer would use the more expensive layout only if there is evidence that it would lead to a higher approval rate. The manufacturer presents both layouts to 5 groups and determines the approval rating from each group on both layouts. The data are given below. Use this to test whether the median difference in approval rating is different from zero in favor of the more expensive layout with a level of significance of 0.05.
$$\begin{array} { l l } \text { Package } & \text { Scratch } \\\hline 52 & 37 \\68 & 43 \\43 & 53 \\48 & 39 \\56 & 47\end{array}$$
-Referring to Table 12-16, the perfume manufacturer will

• A) use the "scratch-and-sniff" layout because there is sufficient evidence to conclude that this is the best course of action.
• B) use the package layout because there is insufficient evidence to do otherwise.
• C) use the package layout because there is sufficient evidence to conclude that this is the best course of action.
• D) use the "scratch-and-sniff" layout because there is insufficient evidence to do otherwise.

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Definitions:

Practical Advantages

The tangible benefits or usefulness that something offers in real-world situations.

Emotional Benefits

Emotional benefits are the positive feelings or emotional responses a consumer perceives they will gain from using a product or service.

Smartphone Users

Individuals who use smartphones, which are mobile phones with advanced features like internet connectivity and the ability to run apps.

Shopping-related Information

Data or details relevant to the purchasing of goods or services.