Comparing more than two means: one factor ANOVA with independent samples. Multiple comparison testing with the Newman-Keuls test - Improving the User Experience through Practical Data Analytics - page 139

She steps into your ofice and urgently whispers: “Yeah, but I'm wondering if
we're barking up the wrong tree with that new home page design we have. I mean, if
only punks think it's sophisticated, don't we have to rethink the strategy?
“Well, we don't know that yet. But keep in mind that our biggest customers are
in the 26-45 range, followed closely by the younger boomers, who are ages 46-55.
Our styles are a little conservative for the 18-25 crowd, and not conservative enough
for the 56-66 crowd. Since sales are low for those 'outlier' brackets, we don't worry
about them as much as the others.”
Bittle is staring down at her cell, madly texting. You're inished talking but she
never looks up. It's obvious she didn't hear what you said, but she persists: “Can we
just see which group thinks the design is sophisticated?”
You decide to appease rather than continue the one-way conversation: “Sure, let
me slice and dice the survey data by age this time. Then, we can see if there are dif-
ferences in sophistication by age for the chosen design. Give me the rest of the day
and I'll see what I can ind out.”
“Thanks,” she says without a break in the rabid texting. She starts to walk away,
never taking her eyes off her phone. “Let me know asap.”
You open your Excel ile containing the survey data. When you get to the cru-
cial Likert scale about sophistication, “This page makes Mademoiselle La La seem
sophisticated”—you start slicing the data to see what the age bracket slices tell you—
if anything.
You quickly sort the data by youngest to oldest, using these age brackets:

1. Gen Z, 18-25 years
2. Gen Y, 26-35 years
3. Gen X, 36-45 years
4. Younger boomers, 46-55 years
5. Older boomers, 56-66 years

The data for people in each group are displayed in Table 6.1 .

Table 6.1 Data for Five Groups Evaluating “Sophistication” on the 1-5 Likert Scale

Age Bracket 1 Age Bracket 2 Age Bracket 3 Age Bracket 4 Age Bracket 5

18-25
Gen Z

26-35
Gen Y

36-45
Gen X

46-55
Younger
boomers

56-66
Older boomers

2 4 4 3 3

3 3 5 4 4

3 3 4 4 3

2 3 4 3 2

(Continued)