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Study of recall of TV commercials. Refer to the Journal
Chapter 12, Problem 81E(choose chapter or problem)
Study of recall of TV commercials. Refer to the Journal ofApplied Psychology (June 2002) study of recall of television commercials, Exercise 9.28 (p. 509). Participants were assigned to watch one of three types of TV programs,with nine commercials embedded in each show. GroupV watched a TV program with a violent content coderating (e.g., Tour of Duty); group S viewed a show witha sex content code rating (e.g., Strip Mall); and group Nwatched a neutral TV program with neither a V nor anS rating (e.g., Candid Camera). The dependent variable measured for each participant was a score (y) on his/herrecall of the brand names in the commercial messages,with scores ranging from 0 (no brands recalled) to 9 (allbrands recalled).
a. Write a model for E(y) as a function of the viewer group.
b. Fit the model, part a, to the data saved in the file. Give The least squares prediction equation.
c. Conduct a test of overall model utility at \(\alpha\ =\ .01\).Interpret the results.
d. The sample mean recall scores for the three groups were \(\bar{y}_{\mathrm{V}}=2.08,\ \bar{y}_{\mathrm{S}}=1.71,\ \text { and }\ \bar{y}_{\mathrm{N}}=3.17\). Show how to find these sample means using only the \(\beta\) estimates obtained in part b.
Questions & Answers
QUESTION:
Study of recall of TV commercials. Refer to the Journal ofApplied Psychology (June 2002) study of recall of television commercials, Exercise 9.28 (p. 509). Participants were assigned to watch one of three types of TV programs,with nine commercials embedded in each show. GroupV watched a TV program with a violent content coderating (e.g., Tour of Duty); group S viewed a show witha sex content code rating (e.g., Strip Mall); and group Nwatched a neutral TV program with neither a V nor anS rating (e.g., Candid Camera). The dependent variable measured for each participant was a score (y) on his/herrecall of the brand names in the commercial messages,with scores ranging from 0 (no brands recalled) to 9 (allbrands recalled).
a. Write a model for E(y) as a function of the viewer group.
b. Fit the model, part a, to the data saved in the file. Give The least squares prediction equation.
c. Conduct a test of overall model utility at \(\alpha\ =\ .01\).Interpret the results.
d. The sample mean recall scores for the three groups were \(\bar{y}_{\mathrm{V}}=2.08,\ \bar{y}_{\mathrm{S}}=1.71,\ \text { and }\ \bar{y}_{\mathrm{N}}=3.17\). Show how to find these sample means using only the \(\beta\) estimates obtained in part b.
ANSWER:Step 1 of 10
(a)
Compute the model.
The data represent the Recall score was recorded as the TV programs. The TV programs can be classified as group V, group S, and group N. Therefore, the two dummy variables 