As the manager of a fashion brand, vou have recently run a large scale campaign to draw attention to your company's CSR activities and thus improve the brand's image. In order to evaluate the efficiency of the campaign, you conducted a survey at major fashion stores to measure the attitudes towards. your brand at two points of time: before the campaign started and after the campaign finished. By summing up respondents' answers to 3 questions (each measuring a particular aspect of attitude on a 1-5 scale), a single overall measure of attitude is obtained for each participant. This measure can therefore range from 3 to 15, with a score of 3 representing and extremely negative attitude and a score of 15 representing an extremely positive attitude. To check whether male and female customers have different attitudes towards you company, as well as to test whether the campaign may have affected males and females differently, you ask the respondents to report their gender.You analyse the data gathered in the two surveys in SPSS. The output is shown below.Conduct all necessary statistical tests at 05 level of significance, and fully interpret the results. As the manager of a fashion brand, you have recently run a large-scale campaign to draw attention toyour company's CSR activities and thus improve the brand's image. In order to evaluate the efficiencyof the campaign, you conducted a survey at major fashion stores to measure the attitudes towards.your brand at two points of time: before the campaign started and after the campaign finished. Bysumming up respondents' answers to 3 questions (each measuring a particular aspect of attitude ona 1-5 scale), a single overall measure of attitude is obtained for each participant. This measure cantherefore range from 3 to 15, with a score of 3 representing and extremely negative attitude and ascore of 15 representing an extremely positive attitude. To check whether male and femalecustomers have different attitudes towards you company, as well as to test whether the campaignmay have affected males and females differently, you ask the respondents to report their gender.You analyse the data gathered in the two surveys in SPSS. The output is shown below.Dependent Variable: AttitudeTime Gender Meanbefore femalemaleTotalfemalemaleTotalfemalemaleTotalafterDescriptive StatisticsTotalSourceCorrected Model11.2811.0211.1511.8411.6911.7711.5611.3611.46InterceptTimeGenderTime GenderErronTotalStd. Deviation2.3072.2502.2782.2032.0962.1472.2692.1952.233Dependent Variable: AttitudeType III Sumof Squares53.16566171.87547.6695.161.335dfTests of Between-Subjects Effects31111500504503N1261262521261262522522453.96068679.000Corrected Total2507.125a. R Squared= .021 (Adjusted R Squared= .015)252504Mean Square17.72266171.87547.6695.1613354.908F3.61113482.6709.7131.052068Sig.013000002306794Conduct all necessary statistical tests at .05 level of significance, and fully interpret the results.

Question

Accepted Answer

Consider the partial output of SPSS

The level of significance is, α=0.05
Decision rule:
Reject the…