TABLE 12-2 Many Companies Use Well-Known Celebrities as Spokespersons in Their TV

Multiple Choice

TABLE 12-2
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.

-Referring to Table 12-2, at 5% level of significance, the conclusion is that

A) brand awareness of female TV viewers and the gender of the spokesperson are independent.
B) brand awareness of female TV viewers and the gender of the spokesperson are not independent.
C) brand awareness of female TV viewers and the gender of the spokesperson are related.
D) Both B and C.