A male political consultant thinks that negative advertising works better than positive advertising. However, several female associates suggest that this might not be true, depending upon the sex of the viewer of such advertising. In order to study these questions objectively the group performs an experiment. Random samples of men and women are invited to a screening of either a positive or a negative campaign commercial. After viewing the commercial, the subjects are asked to give their opinion of the candidate, on a scale from 1-5, where five is an extremely positive rating and one is very negative. From four samples of five subjects, the following (hypothetical) results are obtained MALE (- Ad) FEMALE (- Ad) MALE (+ Ad) FEMALE (+ Ad) 4 2 3 5 5 1 2 4 3 2 4 5 4 3 3 4 5 1 2 3
What kind of experimental design was used? Identify the factor(s) and level(s) of each. Perform the appropriate statistical test with α = 0.05 to evaluate any main effects or interactions. Sketch an interaction graph and interpret the data. Show all your work and provide an ANOVA summary table of your results.
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