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

question 83

Short Answer

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, the mean square for the factor shape is ________.

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Definitions:

Individualized Marketing Approach

A marketing strategy that involves tailoring products, services, and communications to meet the specific needs and preferences of individual customers.

Transnational Companies

Entities that operate in multiple countries beyond their home country, harnessing global markets for production and sales.

Global Agnostics

Individuals or entities that remain neutral or undecided on global cultural, religious, or political preferences.

Higher-Quality Goods

Products characterized by superior craftsmanship, durability, and performance, often associated with a higher price point.