TABLE 12-9
Many companies use well-known celebrities as spokespersons in their TV advertisements. A study was conducted to determine whether brand awareness of female TV viewers and the gender of the spokesperson are independent. Each in a sample of 300 female TV viewers was asked to identify a product advertised by a celebrity spokesperson. The gender of the spokesperson and whether or not the viewer could identify the product was recorded. The numbers in each category are given below.
-Referring to Table 12-9, which test would be used to properly analyze the data in this experiment?
Definitions:
Capital Gains
The increase in value of an asset or investment above its purchase price, realized upon the sale of the asset.
Clientele Effect
A theory suggesting that the types of investors attracted to certain stocks or dividends policies can affect the stock price or policy sustainability.
Dividend Policy
Guidelines a company follows to decide how much it will pay out to shareholders in dividends.
Investors
Individuals or institutions that allocate capital to various types of investments with the expectation of earning a financial return.
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