Created 2004: Sept 25

last updated

2004: Sept 26

A case based on:

Keith B. Murray.
A Test of Services Marketing Theory:
Consumer Information Acquisition Activities.
Journal of Marketing, Vol. 55, Jan., 1991, 10-25.
CONTENTS OF THIS EXCEL WORKBOOK
Worksheet
1 Contents (this sheet)
2 Actual Design of Murray's study
First, the actual design is shown.
Then,
a dataset will be treated according to
different assumptions
on how it was obtained (the design).
We begin more simply
than the actual design
but eventually lead toward it.
3 One-Way ANOVA:
Data
4 One-Way ANOVA
5 Two-Way ANOVA:
Data
6 Two-Way ANOVA
7 Two-Way with Reps: Data
8 Two-Way with Reps
9 Data, by 15 Products
10 Patterns
11 Stacked data, showing
experimental variables
covariates
responses
12 AOV Table
13 Minitab output of AOV

Five LMH Patterns, 48 Ss per pattern

Each
x represents a response vector of six measures.

S1

.
.
.

S48
S49

.
.
.

S96
S97

.
.
.

S144
S145

.
.
.

S192
S193

.
.
.

S240

1
L
x

2
L

3
L

P
4
L

x
x
x

R O D U C T
5 6 7 8 9 10 11 12 13 14 15
L M M M M M H H H H H
x
x
x
x
x
x
x
x

x
x
x
x
x
x

x
x
x
x
x
x

x
x
x
x
x

x
x
x
x
x
x
x
x
x
x

x
x
x
x
x

x
x
x
x
x
x
x
x
x
x

x
x
x
x
x

x
x
x
x
x
x
x
x
x
x

x
x
x
x
x

One-Way ANOVA
Level of Service
L
M
H
5
5
5
5
5
4
4
4
5
5
5
6
5
4
6
6
6
5
6
5
6
5
6
6
5
7
7
7
7
7
53
54
57
5.30 5.40 5.70

10 Ss per group (30 Ss in all)

58.3
5.47

ANOVA:
SUMMARY
Groups
L
M
H

One Way(Groups = Levels of Service)

Count Sum AverageVariance

10
53
5.3 0.678
10
54
5.4 1.156
10
57
5.7 0.900

ANOVA
Between Groups
Within Groups

SS
0.867
24.600

Total

25.467

Source of Variation

s = SQRT(MSW) =
2-tail level = .20/3 =

pct pt of t(27) =
Bonferroni LSD =
H-L =

df
2
27

MS
F
0.433 0.476
0.911

29

0.955
0.067
1.911
0.816
0.4 which is < the LSD

P
.63

F crit
3.354

Two-Way ANOVA

Levels of Service X Ss

Level of Service
L
M
H Sum Mean
S1
5
5
5
15 5.00
S2
5
5
4
14 4.67
S3
4
4
5
13 4.33
S4
5
5
6
16 5.33
S5
5
4
6
15 5.00
S6
6
6
5
17 5.67
S7
6
5
6
17 5.67
S8
5
6
6
17 5.67
S9
5
7
7
19 6.33
S10
7
7
7
21 7.00
Sum
53
54
57 164
Mean
5.30 5.40 5.70
5.47

3 X 10

Anova: Two-Factor Without Replication

SUMMARY
S1
S2
S3
S4
S5
S6
S7
S8
S9
S10
L
M
H

Count
3
3
3
3
3
3
3
3
3
3

Sum Average Variance

15.00
5.000
0.000
14.00
4.667
0.333
13.00
4.333
0.333
16.00
5.333
0.333
15.00
5.000
1.000
17.00
5.667
0.333
17.00
5.667
0.333
17.00
5.667
0.333
19.00
6.333
1.333
21.00
7.000
0.000

10 53.00
10 54.00
10 57.00

5.300
5.400
5.700

0.678
1.156
0.900

MS
1.867
0.433
0.433

F
4.308
1.000

ANOVA

Error

SS
16.800
0.867
7.800

Total

25.467

Source of Variation

Subjects
Levels of Service

df
9
2
18
29

Multiple comparisons:
s = SQRT(MSW) =
0.658
2-tail level = .20/3 =
0.067
pct pt of t(18) =
1.952
Bonferroni LSD =
0.575
H-L =
0.400 which is < the LSD

P
F crit
0.004 2.456
0.387 3.555

Two-Way ANOVA with Replication

S1
S2
S3
S4
S5

Level of Service
L
M
H
5
5
5
5
5
4
4
4
5
5
5
6
5
4
6
6
6
5
6
5
6
5
6
6
5
7
7
7
7
7
53
54
57
5.30 5.40 5.70

58.3
5.47

Anova: Two-Factor With Replication

S1

SUMMARY
Count
Sum
Average
Variance

L
2
10.000
5.000
0.000

M
2
10.000
5.000
0.000

H
2
9.000
4.500
0.500

Total
6
29.000
4.833
0.167

S2

Count
Sum
Average
Variance

2
9.000
4.500
0.500

2
9.000
4.500
0.500

2
11.000
5.500
0.500

6
29.000
4.833
0.567

S3

Count
Sum
Average
Variance

2
11.000
5.500
0.500

2
10.000
5.000
2.000

2
11.000
5.500
0.500

6
32.000
5.333
0.667

S4

Count
Sum
Average
Variance

2
11.000
5.500
0.500

2
11.000
5.500
0.500

2
12.000
6.000
0.000

6
34.000
5.667
0.267

S5

Count
Sum
Average
Variance

2
12.000
6.000
2.000

2
14.000
7.000
0.000

2
14.000
7.000
0.000

6
40.000
6.667
0.667

10
53.000
5.300
0.678

10
54.000
5.400
1.156

10
57.000
5.700
0.900

Total
Count
Sum
Average
Variance

ANOVA
Source
Ss
Service Levels

Interaction
Within

SS
13.800
0.867
2.800
8.000

df
4
2
8
15

Ss fixed
MS
F
3.450
6.469
0.433
0.813
0.350
0.656
0.533

P
0.003
0.462
0.721

F crit
1.710
1.795
1.621

Total

25.467

29

Treating Ss as random effects:

F(Service Levels) = MS(Service Levels)/MS(Interaction) = 0.433/0.350
or
1.238

(NS)

Five LMH Patterns, 2 Ss per pattern

P

1
L
S1
S2
S3
S4
S5
S6
S7
S8
S9
S10

5
5

10
5.00

R O D U C T
2 3 4 5 6 7 8 9 10 11 12 13 14 15
L
L L L M M M M M H H H H H
5
5
5
4
4
4
5
5
5
6
5
4
6
6
6
5
6
5
6
5
6
6
5
7
7
7
7
7
9

11

4.50 5.50

Five LMH Patterns, 2 Ss per pattern

P

S1
S2
S3
S4
S5
S6
S7
S8
S9
S10

R O D U C T
1
6 11 2 7 12 3 8 13 4 9 14 5 10 15
L
M H L M H L M H L M H L M H
5
5 5
5
5 4
4 4 5
5 5 6
5 4 6
6 6 5
6 5 6
5 6 6
5 7 7
7 7 7
10
5.00

10

15

5.00 4.50 4.83

Stacked Data
DESIGN VARIABLES

COVARIATES

Level
1
1
1
1
1
1
1
1
1
1
2
2
2
2
2
2
2
2
2
2
3
3
3
3
3
3
3
3
3
3

Sex Age Exp* Y1 Y2 Y3 Y4

1 18
0 5 1 1 1
2 19
1 5 1 1 1
2 18
0 4 1 1 1
2 20
1 5 1 1 1
1 18
1 5 2 3 1
2 21
0 6 2 2 2
1 18
1 6 2 4 1
2 22
0 5 2 1 2
2 18
0 5 3 3 1
2 23
1 7 2 2 2
1 18
1 5 3 3 1
2 24
1 5 2 2 2
1 18
0 4 3 3 3
2 25
0 5 1 1 1
1 19
1 4 3 3 3
2 26
0 6 1 1 1
1 18
0 5 3 3 3
2 27
1 6 1 1 1
1 20
0 7 3 3 3
2 27
1 7 1 1 1
1 20
0 5 3 1 3
2 26
1 4 1 1 1
1 17
0 5 3 3 3
2 19
1 6 1 1 1
1 21
0 6 3 3 3
2 22
1 5 1 1 1
1 21
0 6 2 2 2
2 23
1 6 2 2 2
1 21
0 7 3 3 3
2 24
1 7 3 3 3

Product
1
1
2
2
3
3
4
4
5
5
6
6
7
7
8
8
9
9
10
10
11
11
12
12
13
13
14
14
15
15

S
1
2
3
4
5
6
7
8
9
10
1
2
3
4
5
6
7
8
9
10
1
2
3
4
5
6
7
8
9
10

* Experience with the product

RESPONSES

Y5 Y6
3 1
1 2
3 1
3 2
2 2
3 2
3 2
4 2
3 3
4 2
3 3
4 2
3 3
4 1
3 3
4 1
3 3
5 1
3 3
5 1
3 3
5 1
3 3
5 1
3 2
5 1
4 2
4 2
4 2
4 1

Five LMH Patterns, 2 Ss per pattern

P
1
L
S1
S2
S3
S4
S5
S6
S7
S8
S9
S10

2
L

3
L

4
L

5
5
4
5
5
6
6
5

O D U C T
5 6 7 8 9 10 11 12 13 14 15
L M M M M M H H H H H
5
5
5
4
4
5
5
6
4
6
6
5
5
6
6
6
5
7
7
7
7
7

10
9 11
5.00 4.50 5.50

One-way design (2 Ss in each of 15 Products)

has SS(Products) = SS(Levels) + SS(Products in Levels)
SOURCE
30 Grand Total
1 Mean
Total
15 Products
3 Ls
Products in Ls
Btw 2 Ss in 15 Cells

D.F.
30
1
29

SS

14
2
12
15

MS

MS(Products)
MS(Levels)
MS(Ps in Ls)
MS(Error)

Minitab
General Linear Model: Response
Factor
Type Levels
Level
fixed
3
Product(Level)
fixed
15
S(Level Product) random
30

versus Level, Product, S

Values
1 2 3
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10

Analysis of Variance for Response, using Adjusted SS for Tests

Source
DF
Seq SS
Adj SS
Adj MS
F
Level
2
0.86667
0.86667
0.43333
0.81
Product(Level)
12
16.60000
16.60000
1.38333
2.59
S(Level Product)
15
8.00000
8.00000
0.53333
**
Error
0
0.00000
0.00000
0.00000
Total
29
25.46667
** Denominator of F-test is zero.
General Linear Model: Response versus Level, Product
Factor
Type Levels Values
Level
fixed
3 1 2 3
Product(Level) fixed
15 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
Analysis of Variance for Response, using Adjusted SS for Tests
Source
DF
Seq SS
Adj SS
Adj MS
F
P
Level
2
0.8667
0.8667
0.4333
0.81 0.462
Product(Level)
12
16.6000
16.6000
1.3833
2.59 0.042
Error
15
8.0000
8.0000
0.5333
Total
29
25.4667
General Linear Model: Response versus Product
Factor
Type Levels Values
Product
fixed
15 1 2 3 4 5 6 7 8

9 10 11 12 13 14 15

Analysis of Variance for Response, using Adjusted SS for Tests

Source
DF
Seq SS
Adj SS
Adj MS
F
P
Product
14
17.4667
17.4667
1.2476
2.34 0.057
Error
15
8.0000
8.0000
0.5333
Total
29
25.4667

P
**
**