EXAMPLE 12.17

How do users spend their time on Facebook? An online study was designed to compare the amount of time a Facebook user devotes to reading positive, negative, and neutral Facebook profiles. Each participant was randomly assigned to one of five Facebook profile groups:

  1. 1. Positive female

  2. 2. Positive male

  3. 3. Negative female

  4. 4. Negative male

  5. 5. Gender neutral with neutral content

671

and provided an email link to a survey on Survey Monkey. As part of the survey, the participant was directed to view the assigned Facebook profile page and then answer some additional questions. The amount of time (in minutes) the participant spent viewing the profile was recorded as the response.7