TABLE 9-7
A major home improvement store conducted its biggest brand recognition campaign in the company's history. A series of new television advertisements featuring well-known entertainers and sports figures were launched. A key metric for the success of television advertisements is the proportion of viewers who "like the ads a lot." A study of 1,189 adults who viewed the ads reported that 230 indicated that they "like the ads a lot." The percentage of a typical television advertisement receiving the "like the ads a lot" score is believed to be 22%. Company officials wanted to know if there is evidence that the series of television advertisements are less successful than the typical ad at a 0.01 level of significance.
-Referring to Table 9-7, the parameter the company officials is interested in is
A) the proportion of viewers who "like the ads a lot."
B) the mean number of viewers who "like the ads a lot."
C) the total number of viewers who "like the ads a lot."
D) the mean number of company officials who "like the ads a lot."

Question

Quizplus · Accepted Answer

The parameter of interest for the company officials is the proportion of viewers who "like the ads a lot." This is because they want to know if the series of television advertisements are less successful than the typical ad, which is measured by the percentage of viewers who "like the ads a lot." Therefore, the answer is (A) the proportion of viewers who "like the ads a lot."

TABLE 9-7 A Major Home Improvement Store Conducted Its Biggest Brand Recognition