Consumer Behavior Research Methods
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Inferential Statistics

Hypothesis Testing - Two Sided Tests

H0: the parameter (e.g., mean, proportion) of the variable is equal:

  • The null hypothesis is typically the opposite of the 
    researcher's hypothesis

  • To a specific value(s) (one sample). “The average age is 
    equal to 40”.

  • Across different groups (two or more samples): “Branded beers are liked as much as unbranded beers”.

H1: the parameter of the variable is different:

  • From a specific value(s) (one sample). “The average age is different from 40”.

  • Across different groups (to or more samples): “Branded and unbranded beers are not equally liked

Diskussion