TABLE 11-2
an Airline Wants to Select a Computer Software

question 16

Multiple Choice

TABLE 11-2
An airline wants to select a computer software package for its reservation system. Four software packages (1, 2, 3, and 4) are commercially available. The airline will choose the package that bumps as few passengers, on the average, as possible during a month. An experiment is set up in which each package is used to make reservations for 5 randomly selected weeks. (A total of 20 weeks was included in the experiment.) The number of passengers bumped each week is obtained, which gives rise to the following Excel output:
$$\begin{array}{l}\text { ANOVA }\\\begin{array} { l c c c c c c } \hline \text { Source of Variation } & \text { SS } & \text { df } & \text { MS } & F & p \text {-value } & \text { F crit } \\\hline \text { Between Groups } & 212.4 & 3 & & 8.304985 & 0.001474 & 3.238867 \\\text { Within Groups } & 136.4 & & 8.525 & & & \\\\\text { Total } & 348.8 & & & & & \\\hline\end{array}\end{array}$$
-Referring to Table 11-2, the within group degrees of freedom is

• A) 4.
• B) 3.
• C) 19.
• D) 16.

Evaluate the strategic implications of co-branding partnerships.

Analyze the impacts of brand extension and architecture decisions on brand equity.

Understand the balance between relevance and consistency in brand management.

Identify the three levels of change affecting brand relevance and examples of each.

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Definitions:

Drive-Reduction Theory

Approach to motivation that assumes behavior arises from physiological needs that cause internal drives to push the organism to satisfy the need and reduce tension and arousal.

Eating

The act of consuming food for nourishment and energy.

Smoking Pot

A colloquial term for the act of inhaling the smoke produced by burning cannabis, a psychoactive drug.

Need for Affiliation

The desire to form and maintain social connections and relationships, often driven by feelings of belongingness and social support.