Price and advertising interact significantly if the effect of advertising depends on the product price. For example, suppose you want to predict sales by using product price and advertising budget. When k > 1 you can determine whether two factors exhibit a significant interaction (discussed in more detail in the section, “Two-way ANOVA with Interactions”). If k>1 the situation is called two-way ANOVA with replication.
If k = 1, the situation is called two-way ANOVA without replication. In two-way ANOVA the dependent variable must be observed the same number of times (call it k) for each combination of the two factors. When two factors might influence a dependent variable you can use two-way analysis of variance (ANOVA) to easily determine which, if any, of the two factors influence the dependent variable.
How can the type of button and shape of a banner ad affect the number of click-throughs?. How can price and advertising affect sales?. How can the salespeople and their territory affect sales?. In many marketing situations the marketing analyst believes that two factors may affect a dependent variable of interest. In this chapter you learn about how two-way ANOVA can be used to analyze situations in which two factors may possibly affect a dependent variable. When two factors might influence a dependent variable, you can use two-way analysis of variance (ANOVA) to determine which, if any, of the factors have a significant influence on the dependent variable. In Chapter 40, “Analysis of Variance: One-way ANOVA,” you studied one-way ANOVA where only one factor influenced a dependent variable. Marketing Analytics: Data-Driven Techniques with Microsoft Excel (2014) Part X.
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