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

SCENARIO 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. $$\begin{array} { r | | c c } & \text { Male Celebrity } & \text { Female Celebrity } \\\hline \text { Identified product } & 41 & 61 \\\text { Could not identify } & 109 & 89\end{array}$$
-Referring to Scenario 12-9, which test would be used to properly analyze the data in this experiment? a) $\chi ^ { 2 }$ test for independence
b) $\chi ^ { 2 }$ test for differences among more than two proportions
c) Wilcoxon rank sum test for independent populations
d) Kruskal-Wallis rank test

Correct Answer:

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