Hypothesis Testing

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Hypothesis Testing
Descriptive Statistics -- show the sample results .
Inferential Statistics -- we want to generalize our results.

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Sampling becomes very important

We must have probability samples
Random sampling is best

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We set up a hypothesis:
H0 The Null Hypothesis
HA The Alternative Hypothesis

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Error Types
Decision based
on sample
Reject H0
Fail to reject H0

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Actual Value
H0 True
Type I error ()
1-

for Population
H0 False
1-
() Type II error

All the testing procedures we will discuss require us to set

Type I error (). The way we test then minimizes () Type
II error for all possible values of HA.

264a Marketing Research

Steps in Hypothesis Testing

1. H0 : State the Null hypothesis.
2. HA : State the Alternative hypothesis.
3. TSC :Calculated test statistic.
4. TSt : Tabulated value of the test statistic.
5. DR : Decision rule for rejecting H0.

264a Marketing Research

2)

Please evaluate the Virtual Adventures ride (Loch Ness Expedition)

(Please circle the appropriate answer).
Not At All

Very Much

Fun

Exciting

Challenging

Engaging Story

Unique Experience

Easy to Understand 1

Easy to Play

Family Fun

Total Enjoyment

264a Marketing Research

Code
8001
8002

Date
T
T

Session
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q1
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q2a
4.
5.

q2b
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q2c
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q2d
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q2e
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q2f
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q2g
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q2h
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q2i
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8003

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8004

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8006
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264a Marketing Research

One Sample Test of a Mean

Is the average Enjoyment Scale different from 4.09=36?
( X )
t
s
n

X
s
n
t
prob
264a Marketing Research

36
35.98
5.02
209
-0.07
0.53
10

One Sample Proportion

Is the true proportion of people who want to ride again .50?
ZC

p
s
n
ZC
prob
*
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p *
* (1 *)
n
0.93
0.03
209
12.52
<0.0001
0.50
11

Test of Proportions: Two Independent Samples

Do men and women differ in the proportion who do not
want to ride again?

p*

n1 p1 n2 p2
n1 n2

1 1
p * (1 p*)

n1 n2
ZC

264a Marketing Research

p
n
p*
s
Z
prob

p1 p2
s

Males
Females
0.0743
0.0492
148
61
0.0670
0.0014
17.3784
<0.0001

12

Do you think all positions would be the same fun level?

by Position in VA.

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13

4) What control position did you play today? (Please circle the appropriate answer).
Commander

Pilot

Periscope Operator

Robotic Arm Operator

5) Before the game started, did you have any preferred position? (Check all that apply).
( ) Commander
( ) Pilot
( ) Periscope
( ) Robotic Arm
( ) No preference
If you played in a preferred position, please skip part b and go on to Question 6.
b) If you did not play in a preferred position, how much did being assigned to another
position affect you? (Please circle the appropriate answer).
Strongly negative
-5

-4

Strongly positive
-3

-2

-1

6) After having played Virtual Adventures, do you think all positions would be the same level of fun?
(Please circle the appropriate answer).
Yes
No

(If "No" please rank your preference for positions from "4" down to "1"
with "4" being most fun.)
(___) Commander
(___) Pilot
(___) Periscope
(___) Robotic Arm

264a Marketing Research

14

q4a
0.
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q4b
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q4c
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q4d
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q5a1
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264a Marketing Research

q5b
0.
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q6
1.
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q6a

q6b

q6c

q6d

0.

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1.

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15

Test of Expectations:
More Than Two Independent Samples
Do you think all positions would be the same fun level?
by Position in VA.
(Oi Ei )2

Ei
i 1
2

df K 1

Count
of q6
Position
0
1
2
3
4
Grand
Total

q6
0
1
28 32
17 16
20 11
14 23
27 21
106 103

264a Marketing Research

Expectation
Grand
Under
Total Independence (O-E)^2/E
60 30.43 29.57 0.19 0.20
33 16.74 16.26 0.00 0.00
31 15.72 15.28 1.16 1.20
37 18.77 18.23 1.21 1.25
48 24.34 23.66 0.29 0.30
209
2
5.81 p=0.21

16

Test of Means: Two Independent Samples

Does the mean Enjoyment Scale differ by gender?
HO : 1 2
H A : 1 2
X1 X2
sX X
1
2
df n1 n2 2

TSC : t
TSt : t

(1

sX

1 X2

)
2

s12 s22

n1 n2
Gender

Data
Average of Enjoyment Scale
Var of Enjoyment Scale
Count of Gender
Difference
S
T
prob
264a Marketing Research

0-Male 1-Female
35.57
36.97
23.38
28.50
148
61
-1.40
0.79
-1.77
0.04

Grand
Total
35.98
25.15
209

17