TABLE 11-12 The Marketing Manager of a Company Producing a New Cereal

question 18

True/False

TABLE 11-12
The marketing manager of a company producing a new cereal aimed for children wants to examine the effect of the color and shape of the box's logo on the approval rating of the cereal. He combined 4 colors and 3 shapes to produce a total of 12 designs. Each logo was presented to 2 different groups (a total of 24 groups) and the approval rating for each was recorded and is shown below. The manager analyzed these data using the α = 0.05 level of significance for all inferences.

Analysis of Variance
Source df SS MS F p
Colors 3 2711.17 903.72 72.30 0.000
Shapes 2 579.00 289.50 23.16 0.000
Interaction 6 150.33 25.06 2.00 0.144
Error 12 150.00 12.50
Total 23 3590.50
-Referring to Table 11-12, based on the results of the hypothesis test, it appears that there is a significant effect on the approval rating associated with the color of the logo.

---

Definitions:

Nonverbal Cues

These are forms of communication without words, such as gestures, facial expressions, body language, and tone of voice, which can convey meaning or emotion.

Mass Audiences

Mass audiences are large groups of people who consume or are targeted by the same media content, such as television shows, movies, or online platforms, without demographic segmentation.

Nonverbal Information

Information conveyed without spoken or written language, through cues like facial expressions, posture, and gestures.

Face-To-Face Communication

Direct interaction between individuals, allowing for immediate feedback and personal interaction.