Multiple choices of the case

CASE Turbo Communications Incorporated Until recently, Turbo Communications Inc. offered Internet services only to businesses in their market area. Twelve months ago, the company diversified its service offerings by entering the residential high speed Internet market in Southwestern Ontario. Unfortunately, sales of their new residential high speed Internet package, called Residential Turbo Plus, have not been as good as the company had forecasted. Although you left the company 10 months ago to join a market research consulting firm, you had predicted sales would be low given the lack of Turbo’s brand recognition in the residential market. The Turbo executives now realize that you were correct and have hired you as a consultant to assist them with the research and marketing efforts needed to rectify the situation. The new vice-president of marketing for Turbo has explained the six months ago they collected data using a survey and found that Brand Recognition is positively related to Purchase Intention and have realized they need to increase their Brand Recognition in order to increase sales. Knowing this, they have decided to create a 30 second television advertisement about Turbo Communication’s new residential services, which they are hoping will increase their brand recognition. The design of the advertisement has not yet been decided, however, they want the advertisement to feature a family, with multiple device connected to their Internet, enjoying Turbo’s high-speed Internet service. During the advertisement, a voice actor will be explaining the benefits Turbo’s service. Yet to be decided is whether the voice will be from a Male or Female actor and whether the advertisement will feature a younger family (with children under 13) or a slightly older family (with children over the age of 13). In other words, they still need to determine which combination of Voice-Over Actor Sex and Family Age will create the most Brand Recognition.

Question 11 (1 point)

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To ensure that this is a true experimental design, you would have to randomly assign participants to one of the four conditions.

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Question 12 (1 point)

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Which of the following would be the design notation for the experiment described in the case.

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Question 13 (1 point)

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What type of experimental design is described in the case?

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Question 14 (1 point)

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If you opted to not randomly assign participants to one of the experimental conditions, you would not have a true experiment.

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Question 15 (1 point)

If the design notation for this experiment were as follows:

R O X O
R O X O
R O X O
R O X O

This would imply that participant be shown the advertisement, and then a measure of their Brand Recognition would be taken, and then they would be shown the advertisement again.

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Question 16 (1 point)

Which of the following plots of the main effects of Voice Actor Sex on Brand Recognition shows the null case?

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Question 17 (1 point)

If there was no main effect of Family Age (younger vs older) on Brand Recognition, we would expect to find…

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Question 18 (1 point)

The N in the following experimental design notation stands for sample size.

N X O
N X O
N X O
N X O

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Question 19 (1 point)

The experimental design discussed in the case has two factors, each with two levels, and one dependent variable.

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Question 20 (1 point)

The dependent variable in the experimental design discussed in the case is Purchase Intention.

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