Marketing: The Core 4th Edition by Roger Kerin, Steven Hartley, William Rudelius, Erin Steffes

Exercise 6

Suppose Fisher-Price wants to run a simple experiment to evaluate a proposed chatter telephone design. It has two different groups of children on which to run its experiment for one week each. The first group has the old toy telephone, whereas the second group is exposed to the newly designed pull toy with wheels, a noisemaker, and bobbing eyes. The dependent variable is the average number of minutes during the two-hour play period that one of the children is playing with the toy, and the results are as follows:

Should Fisher-Price introduce the new design Why