• 2 nd step – describe the test results – What did you conclude (reject or not reject the null)? – What is the p value? – What does it mean in plain English? 51 A (type of t test) _____ was conducted to compare the difference between (group or variable 1) _____ and (group or variable 2) _____ in/for (variable or group name) _____. in our case this is as follows: An independent samples t test was conducted to compare the difference between teenagers and adults in their mean preference before entering the theme park. Or A paired sample t test was conducted to compare the mean preference before and after visiting the theme park A template for describing the test - t test 52
18 A one-way between subjects ANOVA was conducted to compare the difference in (DV) _____ across (IV) _____. in our case this is as follows: A one-way between subjects ANOVA was conducted to compare the difference in average store sales across different promotion programs. Describing the test – one way ANOVA 53 There was a significant (or not a significant) difference in (variable(s)) _____ between (groups) _____ at the p<.05 level [p = ____]. (group 1) _____ exhibit higher (or lower) (variable name) _____ than (group 2) _____ . in our case this is as follows: The null hypothesis is rejected. There is a significant difference in preference before entering the park between teenagers and adults [p = .006]. Teenagers exhibit higher average preference before entering the park than adults. (copy/paste the SPSS output tables here) Describing the results – t test 54 There was a significant (not a significant) effect of IV _____ on DV _____ at the p<.05 level for (the number of) _____ conditions [p = ____]. in our case this is as follows: The null hypothesis is rejected. There is a significant difference in average store sales across different promotion programs at the p<.05 level for the three conditions [p = .001]. (copy/paste the SPSS output tables here) Describing the results – one way ANOVA 55
19 Today’s agenda 56 • Hypothesis testing – tests of differences – Different types of t tests – Two-tailed vs. one-tailed test – ANOVA • How to write about hypothesis testing • A few words on assignment 2 What is expected of the assignment? • Write a marketing research report using Wendy’s case and questionnaire • Develop marketing research problem, research questions and hypotheses • Test the hypotheses with SPSS • Report and interpret your findings 57 How to get started? • Find out what information is collected through the questionnaire! • Why? Because you cannot test a hypothesis without relevant data • The tutorial exercises and mini task questions are really helpful 58
20 So what is in the questionnaire? • Demographic info – age, income, employment status, gender, marital status, family composition • Behaviour – frequency, restaurant choice, recency, ease of decision, payment method • Beliefs and attitudes – ratings of various fast food chains; health considerations 59 Decide what you want to study - MRP • Overall statement “to better understand ____.” You need to fill in a blank with a customer attitude, belief or behaviour construct
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- Statistics, Null hypothesis, Statistical hypothesis testing, Statistical tests, Student's t-test