MARK205 Lecture Notes - Lecture 9: Null Hypothesis, Statistical Hypothesis Testing, Variance
Document Summary
Why differences are important: market segmentation is based on differences between groups of consumers. Independent samples are treated as representing two potentially different populations. One sample t-test: testing population mean against a known or given standard. Analyse - compare means - choose the type of test. Test value: 3 - drag attitude towards the internet into the box and click okay. Sig (2-tale) = 0. 00 which is <0. 01 - reject the null. Two independent samples: used when researcher wants to compare the means of two different groups or samples, examining mean differences between two different populations. For example: male vs. female users, preference between teenagers and adults. In this case, the hypotheses take the following form: given it involves comparing means of more than one group (e. g. male group vs. female group), homogeneity of variance needs to be established. If both populations are found to have the same variance, a pooled variance estimate is computed from the two sample variances.
