An advertiser conducts a taste test of Cherry Coke versus Cherry Pepsi and Dr. Pepper. Ten respondents rate Coke and another ten rate Pepsi and another 10 rate Dr. Pepper. The scale used is:
Excellent taste 1.
Good taste 2.
Neither good nor bad taste 3 .
Poor taste 4.
Very poor taste 5.
The ratings are shown below.
Brand: Cherry Coke Cherry Pepsi Dr. Pepper
1 1 1
2 2 1
3 3 1
4 4 5
5 3 5
1 4 5
2 4 1
3 4 1
4 2 5
5 2 5
Average; 3.0 3.0 3.0
Denny, the researcher, concludes that reactions to Cherry Pepsi and Dr. Pepper are identical. Is this conclusion correct? Why?
No, this conclusion is not correct. Even though the overall means are the same, the underlying distributions are very different. All of the ratings for Cherry Pepsi are in the middle of the rating scale while the ratings for Dr. Pepper all lie at the extremes.
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