Consumer Behavior Research Methods

Inferential Statistics

Test of Proportions in One Sample

Comparing the proportion of a dichotomous variable (yes/no) to a specific value in one sample (e.g., is the choice of the brand in the sample equal to 50%?)

 

Test by hand --> z-test

 
 
Compare computed z-statistic to critical value of z:

  • 2-sided test (testing equality): 1.96 for sign. level 0.05, 1.65 for sign. level .1

  • 1-sided test (greater or smaller than/ hypothesis is expressed directionally): 1.65 for sign level 0.05, 1.29 for sign. level 0.1

  • If absolute value of z-statistic > critical value of z --> H0 (equality) is rejected at given sign level

Diskussion