For a career woman, wearing lipstick has become an integral part of her daily life. It is not
unusual for a woman to look for a lipstick that will stay on her lips and not smudge off on to
cups or her teeth. Not only that, a lipstick should be able to radiate a sense of feminism. The
world of entertainment has always been curious if the ‘durability’ is at least as good as the ‘feel’
that a lipstick could offer.
In order to investigate this matter, the ‘Worldly Adornment’ magazine research team trialed 15
lipsticks using 20 women who are regular lipstick wearers. Each day for a period of 10 days, the
20 trial lists applied a different lipstick at l0 a.m. and then assessed it every two hours for the BMS2024 ADVANCED MANAGERIAL STATISTICS 2013
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next six hours. The trial lists were asked to assess for its ''durability'' and ''feel'' using a Likert on a
0 to 100 continuum scale. The higher rating indicates a higher ‘durability’ or ‘feel’. All brand
references on the lipsticks were covered for the trial to avoid influencing the trial lists''
assessment. They are only labeled as A, B and so on. The lipsticks were all a similar color, and
trial lists were asked not to consider color when assessing them.
The durability rating reflects the trial lists'' assessment of lipstick durability over a six-hour
period; the feel rating reflects the trial lists'' rating of the feel of the lipstick over the same sixhour period; and the overall rating is calculated as the average of the durability and feel ratings.
Using the data set stored in the Excel file; worksheet name as “lipstick”, analyze the data and
interpret your findings.