Advertising researchers claim that the power of curiosity can be harnessed to design an effective Internet advertising strategy that results in a better evaluation of the advertised product. They develop six advertising texts with varying amounts of "curiosity" triggers. College students are randomly assigned to one of the six versions of the advertisement text and their evaluation score of the advertised product is recorded.

matched pairs t-test

two-sample t-test

ANOVA

chi-squared test for independence

inference for regression

ANOVA

Explanation:

The statistical tool ANOVA( analysis of variance) is used here. Created by Ronald Fisher in 1918, Analysis of variance test is used to test the influence of independent variables on dependent variables in a regression study. Here individuals are randomly assigned to different versions of advertisement test(comparison of groups) and the analyst tries to determine which "curiosity level" gets desired results by measuring variability and determining any relationships that may exist.

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