Marekting Research Main Effects

Marketing Research- Main effects

Question 1. The independent and dependent variables in the experiment and the levels.

| Type of Variable | Variable | Levels |

1. | Independent | Gender | i) Male ii) Female |

2. | Independent | Advertisement | i) Ad 1 ii) Ad 2 |

3. | Dependent | Effectiveness of ad on the Likert scale | - |

The Average Scores

| MALE | FEMALE | ANALYSIS |

AD 1 | 6 | 3 | 6= Male/AD 1 3=Female /AD1 |

AD 11 | 3.5 | 6.5 | 3.5= Male/AD116.5=Female/AD11 |

Question 2- The main effects and the interaction effect.

| MALE | FEMALE | AVERAGES |

AD 1 | 6 | 3 | 9/2= 4.5 |

AD 2 | 3.5 | 6.5 | 10/2= 5 |

AVERAGES | 9.5/2= 4.75 | 9.5/2= 4.75 | - |

The above graph shows the average scores of the males and females after viewing both ads 1 & 11. Here we looked at the independent variable Gender. There is no main effect.

The above graph shows the average score across male and females for Ad 1 and for Ad 11. Here we look at the independent variable Ad seen. The graph shoes a positive main effect

Interaction Effect

The above show a very strong interaction between independent variable gender and independent variable ad seen.

Question 3-Expectations

1. Expectation for the main effect averages of gender was that males and females would be different as both groups would have different views on the ads.

Result: This expectation was not matched as both males and females had the same average score of 4.75 on the Likert Scale.

2. With regards to the main effect of the Ads seen, the averages for the effectiveness of the ads across male and females were 4.5 for ad 1 and 5 for ad 11. Again it was expected that based on the fact that the ads were endorsed by a male and a female, there would be a significant difference in terms of how each gender reviewed how convincing the ads were.

Result: This expectation was not matched.

3. I was surprised at the matrix as for how each gender related to an ad...