Question 2
(11 marks)
A marketing team wants to determine which of two prospective product lines
consumers might prefer. They randomly select subjects to participate in a quantitative
focus group in which half of the participants were given product A, while the other half of
participants were given product B. Participants completed a questionnaire that probed
their affinity for the product they inspected during the focus group. Questionnaires items
were collapsed into a continuous-valued composite index of product affinity. In a
preliminary analysis, the marketing team ensured that the assumption of homogeneity of
variance was met:
???? =
????????
2
?????????
2 =
5.59
4.33 = 1.29, ????.???? = 4.04 .
Given the product affinity data they collected (see Table 2 below), which product are
consumers more likely to prefer? Show all relevant descriptive statistics.
Table 2. Product affinity scores for Product A and product B.
Subject Product Scores
1 A 3.27
2 A 2.52
3 A 4.83
4 A 0.68
5 A 4.59
6 A 3.84
7 A 3.35
8 A 7.00
9 A 1.19
10 A –1.32
11 B 2.69
12 B 4.04
13 B 3.26
14 B –2.08
15 B –0.44
16 B 0.93
17 B 2.97
18 B 4.17
19 B 0.30
20 B 2.80
Sample Solution
