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Chapter 11

MKT500 - Chapter 11 – Population estimates and hypothesis testing

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Department
Marketing
Course
MKT 500
Professor
Helene Moore
Semester
Fall

Description
Wk. 8 – Chapter 11 – Population estimates and hypothesis testing Lecture on: October 30, 2012 Generalizing a sample’s findings: estimating the population value - Parameter – proper name for population fact - Parameter estimation – generalization process - How to estimate a population percentage (categorical data): o Confidence interval – range into which the researcher believes the population parameter falls with an associated degree of confidence o The confidence interval is always wider for 99% than it is for 95% when the sample size is the same and variability is equal o Standard error depends on two factors: 1. Variability, 2. Sample size - How to estimate a population average (metric data) o Calculating a confidence interval for an average Testing hyp
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