The analysis of variance is used so frequently in marketing research that researchers are often careless in presenting the results. In particular, hypotheses of interest in the analysis are vaguely stated and the reader is given no clear definition of what is being tested. This situation commonly arises when the analysis is based on a design with unequal cell sizes. Using recent examples found in the marketing literature, the author defines several hypotheses of interest in an analysis of variance design and discusses how they are tested.
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