Can Ad be perceived differently by genders?

EXAMPLE:

An advertising company has designed an advertisement for a new product that a client wants to promote to both men and woman.
The company wants to know whether the advertisement they have designed is perceived differently by men and women.

To ascertain this, the company shows the advertisement to 20 men and 20 women and then ask them to fill a questionnaire that measures their engagement with the product being advertised.

The questionnaire an overall engagement score be calculated and the company wants to determine whether there are differences in this score between men and women.

Mann-Whitney U -Test is used when all below statements are TRUE:

  • 1. Want to compare scores of two groups (not more than 2).
  • 2. Groups are independent.
  • 3. Data has not normal distribution.
  • 4. Sample sizes are small ( < 30)
  • 5. Variables are ordinal

TESTING

  • H0: The engagement is the same across gender
  • H1: The engagement is different across gender
  • alpha = .05

1 = 'Male'

2 = 'Female'

RESULTS:

Sig. = .142
aplha = .05
Sig. > alpha
I am going to retain H0.

INTERPRETATION:

Results shows that there is no significant difference between genders - engagement level for both genders is the same.

The same test but in PYTHON

p value = 0.1417
p value > alpha

Fail to reject H0.
Both genders have the same engagement with the advertisement.