A Marketer May NOT Want to Use a Message That

question 29

Multiple Choice

A marketer may NOT want to use a message that draws an explicit conclusion for a target audience if:

• A)the audience is highly involved with the topic
• B)the audience is highly educated
• C)the message is low in complexity
• D)the audience will be exposed to the message numerous times
• E)any or all of the above are true

---

Definitions:

Null Hypothesis

A statement that there is no difference or effect, typically to be tested against an alternative hypothesis proposing a difference or effect.

Significance Level

The probability of rejecting the null hypothesis when it is actually true; a threshold chosen by the researcher to indicate the level of evidence needed to reject the null hypothesis.

Kruskal-Wallis Test

A nonparametric statistical test used to compare three or more independent samples to determine if they originate from the same distribution.

P-value

The probability of obtaining a test statistic at least as extreme as the one that was actually observed, assuming that the null hypothesis is true.