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You Conduct a Factorial Research Study Which Has Two Variables

Question 39

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You conduct a factorial research study which has two variables with two aspects of each variable.The variables and their aspects are: gender of spokesperson (male or female) and humor (present or absent) .The goal of all four ads is to improve attitudes toward the brand,using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure.A five point-scale was used where higher scores indicate more agreement.
The findings and F-test results are shown below.  You conduct a factorial research study which has two variables with two aspects of each variable.The variables and their aspects are: gender of spokesperson (male or female) and humor (present or absent) .The goal of all four ads is to improve attitudes toward the brand,using the measure  How much do you agree or disagree with the statement: This is a brand for me  as the key measure.A five point-scale was used where higher scores indicate more agreement. The findings and F-test results are shown below.    \begin{array} { l c c }  \hline \text { Factors Evaluated } & \text { F } & \text { Level of Significance } ( \alpha )  \\ \hline \text { Gender (Alone)  } & 18.23 & .001 \\ \text { Humor (Alone)  } & 17.81 & .001 \\ \text { Spokesperson } \times \text { Humor Interaction } & 6.02 & .43 \\ \hline \end{array}  Which of the following is the correct conclusion to draw from this data? A) A female spokesperson is always more effective versus a male; the presence or absence of humor does not make a difference. B) A male spokesperson is always more effective versus a female; the presence or absence of humor does not make a difference. C) A female spokesperson is always more effective versus a male; the presence of humor results in more effective commercials versus those where humor is absent. D) A male spokesperson is always more effective versus a female; the presence of humor results in more effective commercials versus those where humor is absent.
 Factors Evaluated  F  Level of Significance (α)  Gender (Alone)  18.23.001 Humor (Alone)  17.81.001 Spokesperson × Humor Interaction 6.02.43\begin{array} { l c c } \hline \text { Factors Evaluated } & \text { F } & \text { Level of Significance } ( \alpha ) \\\hline \text { Gender (Alone) } & 18.23 & .001 \\\text { Humor (Alone) } & 17.81 & .001 \\\text { Spokesperson } \times \text { Humor Interaction } & 6.02 & .43 \\\hline\end{array}
Which of the following is the correct conclusion to draw from this data?


A) A female spokesperson is always more effective versus a male; the presence or absence of humor does not make a difference.
B) A male spokesperson is always more effective versus a female; the presence or absence of humor does not make a difference.
C) A female spokesperson is always more effective versus a male; the presence of humor results in more effective commercials versus those where humor is absent.
D) A male spokesperson is always more effective versus a female; the presence of humor results in more effective commercials versus those where humor is absent.

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