Problem
Warner Brothers is trying to determine which of four different television advertisement positionings they should use for their upcoming movie adaptation of the book entitled "I Heard You Paint Houses" by Charles Brandt. The movie based on the book is entitled the "Irishman" starring Bobby Cannavale, Joe Pesci, Ray Romano, Robert De Niro and Al Pacino and deals with the Jimmy Hoffa disappearance. Specifically Warner Brothers is interested in short TV commercials and have selected the following four potential versions to test. In one advertisement Al Pacino's hand is seen sticking out of the concrete in Giants Stadium in New Jersey. Upon seeing this Pesci says: "He still runs faster than some of the Giants receivers". In the second version (V2), Ray Romano is chased by a gang of hoods, he screams "Not everyone loves Raymond." In the third version (V3), Kanye West's "cameo" appearance in the film is ruined when he steps behind Kim Kardashian and disappears from view. In the final version, Pacino, Romano, Pesci and De Niro wonder out loud what 5 Italians are doing in a film called the Irishman.... (V4).
In order to test which ad was the best, you suggest that the four versions of the television advertisements should be examined using "Thurstone's Law of Comparative Judgment," You ask 858 respondents to judge in a pairwise fashion, the four movie positionings and arrive at the following results below:...
PAIRWISE COMPARISONS OF THE FOUR POSITIONINGS
% WHO PREFER V1 67% % WHO PREFER V2 33%
% WHO PREFER V3 59.87% % WHO PREFER V1 40.13%
% WHO PREFER V1 83.15% % WHO PREFER V4 16.85%
% WHO PREFER V3 74.22% % WHO PREFER V2 25.78%
% WHO PREFER V2 69.5% % WHO PREFER V4 30.5%
% WHO PREFER V3 96.16% % WHO PREFER V4 3.84%
NOW!
A. Develop a MATRIX A which can be used to set up MATRIX B which shows an ordinal ranking of the 4 advertisement positionings.
B. Present MATRIX B which reveals the ordinal ranking of the four positionings.
C. Present MATRIX C which is the INTERVAL scale representative of Thurstone's Law of Comparative Judgment.
D. Present a diagram of your findings.
E. Can one argue that V3 is preferred slightly more than twice as much as V1? Why or why not? Explain your answer.