Consumer Behavior Research Methods
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Inferential Statistics

Question 3: What and how many samples does the hypothesis involve?

The hypothesis is about:

  1. One sample: if you want to compare the parameter in a given group to a specific value (e.g., whether mean liking = 3)

  2. Independent samples: if you want to compare one parameter across two or more separate groups (e.g., whether mean beer liking is different between men and women)

  3. Related samples: if you want to compare the responses of the same individual amongst each other (e.g. whether women like branded beers as much as they like unbranded beers).

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