# Lecture Marketing research (12th edition) - Chapter 18: Hypothesis testing: Means and proportions

## Chapter 18 - Hypothesis testing: Means and proportions. In this chapter, the following content will be discussed: Testing hypothesis about a single mean, hypothesis testing about a single mean – step by step, relationship between confidence interval and hypothesis testing,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Eighteen 2 Hypothesis Testing: Means and Proportions Marketing Research 12th Edition Testing Hypothesis about a Single Mean Broadly speaking, the choice of the distribution depends on the purpose of hypothesis testing, the size of the sample, and whether or not the population standard deviation is known. 3 Marketing Research 12th Edition Hypothesis Testing about a Single Mean – Step by Step 4 Marketing Research 12th Edition 4 Hypothesis Testing About A Single Mean - Example 1 - Two-tailed test Ho: = 5000 (hypothesized value of population) Ha: 5000 (alternative hypothesis) n = 100 X = 4960 = 250 = Rejection rule: if |zcalc| > z /2 then reject Ho 5 Marketing Research 12th Edition 5 Population case: therefore z-test Standard error of mean: x = /sqrt(n) = 250/10 = 25 z= (4960-5000) / 25 = z /2 = if |zcalc| > z /2 then reject Ho since || z /2 then reject Ho 5 Marketing Research 12th Edition 5 Population case: therefore z-test Standard error of mean: x = /sqrt(n) = 250/10 = 25 z= (4960-5000) / 25 = z /2 = if |zcalc| > z /2 then reject Ho since || tdf, /2 then reject Ho 6 Marketing Research 12th Edition 6 Softdrink manufacturer plans to introduce new soft drink. 12 supermarkets are selected at random and soft drink is offered in these supermarkets for limited existing softdrink sales are 1000, new softdrink sales are Sample t /2 then reject Ho since || 1000 (alternative hypothesis) n = 12 X = s = = Rejection rule: if tcalc > tdf, then reject Ho 7 Marketing Research 12th Edition 7

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