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Session: 10a
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Two-way ANOVA
Two-way ANOVA
Cell Means
Promotion Coupon Count Mean
High Yes 5 9.200
High No 5 7.400
Medium Yes 5 7.600
Medium No 5 4.800
Low Yes 5 5.400
Low No 5 2.000
TOTAL 30
Factor Level
Means
Promotion Coupon Count Mean
High 10 8.300
Medium 10 6.200
Low 10 3.700
Yes 15 7.400
No 15 4.733
Grand Mean 30 6.067
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Issues in Interpretation
Important issues involved in interpretation of
ANOVA results include
Multiple comparisons,
Relative importance of factors, &
Interactions effects
= 0.557
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Issues in Interpretation
SStotal = 106.067 + 53.333 + 3.267 + 23.2
= 185.867
Likewise, the associated with couponing is:
2
= 0.280
Example:
Medicines A & B may have no effect when either is
taken alone. But, the two together may have an effect.
The whole is different from the sum of the parts.
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Patterns of Interaction
Case 1: No Interaction Case 2: Ordinal Interaction
X 22 X 22
Y X 21 Y X 21
X 11 X 12 X13 X 11 X 12 X13
Case 3: Disordinal Interaction: Case 4: Disordinal Interaction:
Noncrossover Crossover
X 22 X 22
Y X 21 Y
X21
X 11 X 12 X13 X 11 X 12 X13
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ANCOVA: Examples
In determining how different groups exposed to
different commercials evaluate a brand, it may be
necessary to control for prior knowledge.
Illustration: ANCOVA
Suppose we want to determine effect of in-store
promotion & couponing on sales while controlling for
effect of clientele.
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Analysis of Covariance
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Example: MANOVA
Suppose that four groups, each consisting of 100
randomly selected individuals, were exposed to four
different commercial about Tide detergent.
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THANK YOU