1 / 16

Marketing Research

Marketing Research. Aaker, Kumar, Day Seventh Edition Instructor’s Presentation Slides. Chapter Eighteen. Hypothesis Testing: Means and Proportions. Hypothesis Testing For Differences Between Means. Commonly used in experimental research

andrewy
Download Presentation

Marketing Research

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Marketing Research Aaker, Kumar, Day Seventh Edition Instructor’s Presentation Slides

  2. Chapter Eighteen Hypothesis Testing: Means and Proportions

  3. Hypothesis Testing For Differences Between Means • Commonly used in experimental research • Statistical technique used is analysis of variance (ANOVA) Aaker, Kumar, Day

  4. Hypothesis Testing For Differences Between Means (Cont.) Hypothesis Testing Criteria Depends on • Whether the samples are obtained from different or related populations • Whether the population is known on not known • If the population standard deviation is not known, whether they can be assumed to be equal or not Aaker, Kumar, Day

  5. The Probability Values (P-value) Approach to Hypothesis Testing • P-value provides researcher with alternative method of testing hypothesis without prespecifying  • Largest level of significance at which we would not reject ho Aaker, Kumar, Day

  6. The Probability Values (P-value) Approach to Hypothesis Testing (Contd.) Difference Between Using  and p-value • Hypothesis testing with a prespecified  • Researcher is trying to determine, "is the probability of what has been observed less than ?" • Reject or fail to reject ho accordingly Aaker, Kumar, Day

  7. The Probability Values (P-value) Approach to Hypothesis Testing (Contd.) Using the p-Value • Researcher can determine "how unlikely is the result that has been observed?" • Decide whether to reject or fail to reject ho without being bound by a prespecified significance level • In general, the smaller the p-value, the greater is the researcher's confidence in sample findings Aaker, Kumar, Day

  8. The Probability Values (P-value) Approach to Hypothesis Testing (Contd.) • P-value is generally sensitive to sample size • A large sample should yield a low p-value • P-value can report the impact of the sample size on the reliability of the results Aaker, Kumar, Day

  9. Analysis of Variance (ANOVA) • Response variable - dependent variable • Factors - independent variables • Treatments - different levels of factors Aaker, Kumar, Day

  10. One - Factor Analysis of Variance • Studies the effect of 'r' treatments on one response variable • Determine whether or not there are any statistically significant differences between the treatment means 1, 2,... R • Ho: all treatments have same effect on mean responses • H1 : At least 2 of 1, 2 ... r are different Aaker, Kumar, Day

  11. One - Factor Analysis of Variance (Contd.) • To Test Hypothesis, Compute the Ratio Between the "Between Treatment" Variance and "Within Treatment" Variance Between treatment variance SSr =  np (xp - x )2 P=1 Where • SSr = treatment sums of squares • R = number of groups • Np = sample size in group ‘p’ • X = overall Mean Aaker, Kumar, Day

  12. One - Factor Analysis of Variance (Contd.) • To Test Hypothesis, Compute the Ratio Between the "Between Treatment" Variance and "Within Treatment" Variance (Contd.) Between variance estimate (MSSr) MSSr = SSr/(r-1) Within-treatment variance SSu =  (xip - xp)2 P i Aaker, Kumar, Day

  13. One - Factor Analysis of Variance (Contd.) • To Test Hypothesis, Compute the Ratio Between the "Between Treatment" Variance and "Within Treatment" Variance (Contd.) Within variance estimate (MSSu) MSSu = SSu/(N-r) Where N = Total Sample Size Aaker, Kumar, Day

  14. One - Factor Analysis of Variance (Contd.) • To Test Hypothesis, Compute the Ratio Between the "Between Treatment" Variance and "Within Treatment" Variance (Contd.) Total variation (SSt) SSt = SSr + SSu F-statistic F=MSSr MSSu Aaker, Kumar, Day

  15. One - Factor Analysis of Variance (Contd.) P-value • Probability that the F-ratio* would be larger than the calculated F-ratio*, given the null hypothesis Aaker, Kumar, Day

  16. Interaction Effect • Impact of one treatment will not be the same for each condition of the other treatment • Hypothesis of no interaction can be tested using F-ratio for interaction F-ratio = MSS interaction MSS unexplained Aaker, Kumar, Day

More Related