In a Pepsi project the researcher is interested in examining the effect of humor and the effect of various levels of brand information on advertising effectiveness.Three levels of humor (no humor,some humor,and high humor)are to be examined.Likewise,brand information is to be manipulated at three levels (low,medium,and high).The resulting table would be three rows (levels of information)by three columns (levels of humor),producing nine possible combinations or cells.The respondents would be randomly assigned to one of the nine cells.Respondents in each cell would receive a specific treatment combination.After exposure to a treatment combination,measures would be obtained on attitudes toward Pepsi advertising,brand,and the celebrity from respondents in each cell.To which category of design does this fall into?
A) statistical regression design
B) recombinant design
C) static group design
D) one-shot case study
E) factorial design

Question

Quizplus · Accepted Answer

This is a factorial design because there are two independent variables (humor and brand information) being manipulated at three different levels each, resulting in nine possible combinations or cells. The respondents are randomly assigned to each cell and measures are taken after exposure to the specific treatment combination.

In a Pepsi Project the Researcher Is Interested in Examining