A clothing company using a business website for retail purposes, and is seeking to determine which background colour scheme is most effective in retaining customers attention when viewing this website to make online purchases. The management team has been provided with four potential colour schemes from their IT department; blue/grey, red/yellow, black/white and green/orange.
You recruit 30 participants (from the public) and take them individually to a room with a computer displaying the companys website. You ask them to sit down and interact with this website. For all participants the blue/grey background colour scheme is the first one shown. You record the amount of time they spend on the site (in seconds) until they say they are “bored” and no longer wish to continue viewing the site.
Following a 5 minute break, you then show the same participants the company website, however this time it is presented with a red/yellow background colour scheme. You record the time they spend on the site before they request to stop.
After another 5 minute break, you show the same participants the company website however this time it is presented with a black/white background colour scheme. Again you record the time they spend on the site before requesting to stop.
Finally, after another 5 minute break, you show participants the company website however now it is presented with a green/orange background colour scheme. Once more you record the time they spend on the site before requesting to stop.
You collate the time-spent data (in seconds) for each participant and each colour condition. Your task is to determine which website colour condition participants spend most time interacting with, and assume this indicates the optimal background colour scheme for the companys website.
Analyse the data and write a results section using APA format (Hint: If the overall ANOVA is significant and you calculate post hoc comparisons, only include those pairs that describe the most important “time spent watching” differences – that is, you dont need to include every single comparison).
Describe the research findings and the conclusion you would provide the company.
There is a hidden design flaw in this scenario. Identify this flaw and explain how it might affect your statistical finding, hence lead to an inaccurate conclusion.