Radio Advertising Is Big Business, Second Only to Television Advertising $\text { Number of correct responses from } 10 \text { questions }$

question 54

Essay

Radio advertising is big business, second only to television advertising. The objective for radio advertisements is to get listeners to remember as much as possible about the product/service being advertised. The advertising executive of a large company must decide between two pitched radio advertisements for their company. In order to ascertain the general public's perception, 12 randomly chosen people are selected to listen to both potential advertisements and are then asked a series of 5 questions regarding the radio advertisement's content. The number of correct responses are recorded and listed below. Assume that responses are non-normal. $\text { Number of correct responses from } 10 \text { questions }$
$\begin{array}{|c|c|c|}\hline \text { Respondent } & \begin{array}{c}\text { Radio } \\\text { advertisement 1 }\end{array} & \begin{array}{c}\text { Radio } \\\text { advertisement 2 }\end{array} \\\hline 1 & 3 & 1 \\\hline 2 & 5 & 5 \\\hline 3 & 5 & 4 \\\hline 4 & 4 & 3 \\\hline 5 & 3 & 2 \\\hline 6 & 2 & 1 \\\hline 7 & 1 & 3 \\\hline 8 & 4 & 2 \\\hline 9 & 5 & 1 \\\hline 10 & 3 & 4 \\\hline 11 & 4 & 3 \\\hline 12 & 3 & 1 \\\hline\end{array}$ a. Which test is appropriate for this situation?
b. Do these data provide enough evidence at the 5% significance level to conclude that the two radio advertisements differ?

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Definitions:

Electromagnetic

Pertaining to or emanating from the interaction of electric and magnetic fields, referring to the full spectrum of waves from radio to gamma rays.

Electroreceptors

Specialized cells or organs in some aquatic animals that allow them to detect electric fields in their environment, aiding in navigation, hunting, and communication.

Mechanoreceptors

Sensory receptors in the body that respond to mechanical pressure or distortion, crucial for senses like touch and hearing.

Thermoreceptors

Sensory receptors in the body that detect changes in temperature, helping to maintain homeostasis.