8.4 Testing Categorical Probabilities: Two-Way (Contingency) Table

In Section 8.3, we introduced the multinomial probability distribution and considered data classified according to a single criterion. We now consider multinomial experiments in which the data are classified according to two criteria—that is, classification with respect to two qualitative factors.

Consider a study similar to one in the Journal of Marketing on the impact of using celebrities in television advertisements. The researchers investigated the relationship between the gender of a viewer and the viewer’s brand awareness. Three hundred TV viewers were randomly selected and each asked to identify products advertised by male celebrity spokespersons. The data are summarized ...

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