Statistics question?

Question

An advertising firm wants to determine the effect of the length of a commercial and how frequently it is shown on the customers intent to buy a product. Are people more likely to buy a product after watching long versions of the commercial, or shorter ones? Do people prefer to see the same commercial many times, or fewer? Does the answer to the last question depend on how long the commercial is?They prepare two versions of a commercial for a soft drink - one a 30 second version, and the other a 45 second version. Then they prepare videotapes of a one-hour episode of a popular TV show, where they insert either the long or short versions of the commercial, either one, two or three times (in addition to commercials for other products that would normally advertise there.) Twenty-four people are then recruited to participate in the study, without telling them what the purpose of it is. Four people are selected at random to watch each one of the videotapes (and made to sit through the whole thing, including the commercials.) After watching the show, each person is asked (individually) how likely they are to purchase the soft drink: not at all, somewhat likely, very likely.Find the sections of the article that matches each of the terms below.
A. 1, 2, 3
B. intent to purchase
C. 30, 45 seconds
D. 24
E. length, number of times
F. 4
G. 6

 

Here's what I put but I got 4 of the 7 wrong and I don't know why :( Can someone please explain to me each one? Not sure which of the 4 I got wrong, but could you please tell me? Thanks!
1. response variable: E
2. factors: B
3. experimental units: D
4. replication: F
5. No. of treatments: G
6. levels of length: C
7. levels of number of times: A

Answer 1

As I see it:

1. The response variable is the outcome being measured, i.e. how disposed people were to buy the product, so B

2. Factors are the different parameters being varied: duration of commercial and repetitions, so E

3. Experimental units -- unclear on this one

4. Replication -- usually this would mean how many times the experiment was run. You probably selected 4 because there were 4 people in each group. I think it would be strange to use "replication" either for the total number of subjects or the subjects per group, while if each subject saw the same film twice, that might be replication. In this case, your 4 might be right, but I would vote for "1, 2, 3", the number of times a commercial was replicated in the film. However, that's also my answer for 7 :-(

5. Number of treatments: (2 durations) x (3 levels of repetition) = 6 different treatments

6. Levels of length: C

7. levels of number of times: A

 

I don't think the question is terribly clear, but maybe it goes along with how the material was presented in your course.