2 nd step describe the test results What did you conclude reject or not reject

# 2 nd step describe the test results what did you

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• 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