BUS 418: Final Exam - Developing Hypotheses + Hypothesis Testing

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4 Terms

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Hypothesis

  • Unproven propositions about some phenomenon of interest

  • An assumption or guess that a researcher makes about some phenomenon of the population being investigated.

  • Hypothesis (singular) vs. Hypotheses (plural)

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Purpose of developing hypothesis

  • Marketing research studies cannot “prove” results

  • A set of hypothesis for each research question

    • H1a (or ᵃ1ᵅ): null hypothesis

    • H1b (or ᵃ1ᵄ): alternative hypothesis

  • Essentially, we want to reject H1a in favor of H1b.

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Developing your hypotheses with your exploratory research findings

  • Develop and clarify your hypotheses

  • Discover new ideas and insights of your research topic/objective

  • Generate hypotheses based on real world observations

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Hypothesis Testing

  • Procedure used to “confirm” or “reject” the hypothesis based on sample evidence

  • Hypotheses always pertains to population parameters, not sample characteristics