TABLE 12-9
Many companies use well-known celebrities as spokespersons in their TV advertisements. A study was conducted to determine whether brand awareness of female TV viewers and the gender of the spokesperson are independent. Each in a sample of 300 female TV viewers was asked to identify a product advertised by a celebrity spokesperson. The gender of the spokesperson and whether or not the viewer could identify the product was recorded. The numbers in each category are given below.

-Referring to Table 12-9, which test would be used to properly analyze the data in this experiment?
A) X² test for independence
B) X² test for differences among more than two proportions
C) Wilcoxon rank sum test for independent populations
D) Kruskal-Wallis rank test

Question

TABLE 12-9
Many companies use well-known celebrities as spokespersons in their TV advertisements. A study was conducted to determine whether brand awareness of female TV viewers and the gender of the spokesperson are independent. Each in a sample of 300 female TV viewers was asked to identify a product advertised by a celebrity spokesperson. The gender of the spokesperson and whether or not the viewer could identify the product was recorded. The numbers in each category are given below.
 
-Referring to Table 12-9, which test would be used to properly analyze the data in this experiment?
A) X² test for independence 
B) X² test for differences among more than two proportions 
C) Wilcoxon rank sum test for independent populations 
D) Kruskal-Wallis rank test

Quizplus · Accepted Answer

The appropriate test for analyzing the independence of brand awareness of female TV viewers and the gender of the spokesperson is the X² test for independence. This test allows us to determine whether the observed frequencies of each combination of variables differ significantly from the expected frequencies, assuming that the variables are independent.

TABLE 12-9 Many Companies Use Well-Known Celebrities as Spokespersons in Their TV