TABLE 12-15
a Perfume Manufacturer Is Trying to Choose Between

question 191

Short Answer

TABLE 12-15
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 the more expensive layout to 4 groups and determines the approval rating for each group. He presents the "scratch-and-sniff" layout to 5 groups and again determines the approval rating of the perfume for each group. The data are given below. Use this to test the appropriate hypotheses with the Wilcoxon Rank Sum Test with a level of significance of 0.05.
$$\begin{array}{l}\begin{array} { l l } \text { Package }&\text {Scratch }\\ 52 & 37 \\68 & 43 \\43 & 53 \\48 & 39 \\& 47\end{array}\end{array}$$
-Referring to Table 12-15, the calculated value of the test statistic is ______.

---

Definitions:

Channel Choice

The decision-making process regarding the most effective medium or method to deliver a specific message.

Importance

The state or fact of being of great significance or value.

"You" View

A communication perspective that focuses on and addresses the recipient directly, often used to create a more engaging or personalized message.

"I/we" View

The "I/we" view is a perspective in communication that emphasizes the use of first-person pronouns to create a personal or inclusive tone in messaging.