BUS 642 Week 6 DQ 1 Measures of Association

Answer Making Research Decisions 5 on page 524 of your text.
A research team conducted a study of soft-drink preferences among residents in a test market prior to an advertising campaign for a new cola product. Of the participants, 130 are teenagers and 130 are adults. The researchers secured the following results:

Calculate an appropriate measure of association, and decide how to present the results. How might this information affect the advertising strategy?