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 ______.

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Definitions:

Supplier Switching Costs

The costs associated with changing from one supplier to another, including financial, time, and effort expenses.

Acquisition Costs

The total costs incurred to acquire an asset or service, including the purchase price and all associated expenses.

Leverage/Commodity Items

The strategic use of commodity items, which are basic goods used in commerce that are interchangeable with other goods of the same type, to gain an advantage in negotiations or cost efficiency.

Bottleneck Items

Goods or components in the supply chain that slow down production or delivery due to their limited availability or high demand.