Consumer Behavior Research Methods

Inferential Statistics

Hypothesis Testing - Procedure

The larger the test statistic & smaller the p-value, the less likely H0!!! (careful!)

  • Compute the test statistic using a given formula, then compare it to the critical value 

  • Critical value is determined by the level of significance at which you want to conduct the test.

  • If the absolute value of the test statistic > critical value, H0 is rejected --> the parameter is significantly different from a specific value (one sample) or across groups (two or more samples)

  • For metric data involving one or two samples (t or z tests), SPSS automatically conducts two-sided tests. If you want to conduct a one-sided test on a metric variable, obtain the correct p-value by dividing the p-value in SPSS by 2.

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