BUS 642 Week 6 DQ 1 Measures of Association

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Answer Making Research Decisions 5 on page 524 of your text.

A research team conducted a study of soft-drink preferences among residents in a test market prior to an advertising campaign for a new cola product. Of the participants, 130 are teenagers and 130 are adults. The researchers secured the following results:

Calculate an appropriate measure of association, and decide how to present the results. How might this information affect the advertising strategy?