Below are three hypothetical results of three “secondary meaning” studies using a test v. control design on a sample of approximately 250 respondents in each cell. The three tables show the results generated when respondents were asked if the stimuli they have just seen are “made or put out by one company, more than one company or you don’t know or are not sure?”

Case 1

Test Group

Control Group
(Sample Size)

(250)

(252)
Percent identifying the stimulus product as “made or put out by one company”

17(*)

5
(*)  Significantly different from the Control Group at 95% confidence

Case 2

Test Group

Control Group
(Sample Size)

(253)

(252)
Percent identifying the stimulus product as “made or put out by one company”

67(*)

58
(*)  Significantly different from the Control Group at 95% confidence

Case 3

Test Group

Control Group
(Sample Size)

(250)

(250)
Percent identifying the stimulus product as “made or put out by one company”

43(*)

17
(*)  Significantly different from the Control Group at 95% confidence

 

In each case, the difference between the test group and the control group results is statistically significant.

Evaluate each case separately and determine whether the results point to a finding of secondary meaning or not and explain your rationale.

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