2 nd step describe the test results what did you

• 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?
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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
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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
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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
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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
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Today’s agenda
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• 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
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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
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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
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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