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Use Table to Calculate Measure of Association

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:

Teenagers: Cola 50 Nocola 80

Adults: Cola 90 Nocola 40

Calculate an appropriate measure of association.

Solution Preview

First, let's calculate the chi-square value for the table. Start by assuming that there is no association. If that were the case, you'd have values of 65 in each cell of the table (half of the teenagers and half of the adults would like ...