Question

A fast –food chain wishes to determine whether there are any differences in three media (magazine, TV, radio) in terms of consumer recall of an ad. The results of an advertising study are as follows:

a.At the 0.05 level of significance, determine whether there is evidence of a significant media effect with respect to the proportion of individuals who can recall the ad. b.If appropriate, use the .05 level of significance and determine which media are different in recall ability of the ad.

Recall Ability	Medium
	Magazine	TV	Radio	Total
Remember Ad	25	10	7	42
Do Not Remember Ad	73	93	108	274
Total	98	103	115	316

Answer 1

	Column 1	Column 2	Column 3	Total
Row 1	25	10	7	42
Row 2	73	93	108	274
Total	98	103	115	316

Expected Values	Column 1	Column 2	Column 3	Total
Row 1	98*42/316 = 13.025	103*42/316 = 13.69	115*42/316 = 15.285	42
Row 2	98*274/316 = 84.975	103*274/316 = 89.31	115*274/316 = 99.715	274
Total	98	103	115	316

Null and Alternative Hypotheses

H₀: there are no significance  differences in three media (magazine, TV, radio) in terms of consumer recall of an ad

H_a: there are significance  differences in three media (magazine, TV, radio) in terms of consumer recall of an ad

Conclusion : At  0.05 level of significance there is evidence of a significant media effect with respect to the proportion of individuals who can recall the ad.