Marketing and Consumer Behavior A homebuilding company offers a variety of styles in only two exterior finishes: vinyl siding (V) or brick (B). Immediately following an advertising campaign explaining the advantages of vinyl siding, a sample of consecutive customers was obtained, and each was classified by the exterior finish chosen. The ordered observations are given in the following table.
B V V V V V B V V V V B V B B
a. Conduct a runs test with a ≈ 0.05 to determine whether there is any evidence to suggest that the order of observations is not random with respect to exterior finish.
b. Using this sample, do you believe the advertising campaign was successful? Why or why not?