1. Hypothesis Testing

2. Steps for Hypothesis Testing Fig. 15.3 Draw Marketing Research Conclusion Formulate H 0 and H 1 Select Appropriate Test Choose Level of Significance Determine Prob Assoc with Test Stat Determine Critical Value of Test Stat TS CR Determine if TS CR falls into (Non) Rejection Region Compare with Level of Significance,  Reject/Do not Reject H 0 Calculate Test Statistic TS CAL

3. Step 1: Formulate the Hypothesis A null hypothesis is a statement of the status quo, one of no difference or no effect. If the null hypothesis is not rejected, no changes will be made. An alternative hypothesis is one in which some difference or effect is expected. The null hypothesis refers to a specified value of the population parameter (e.g., ), not a sample statistic (e.g., ).  , ,  X

4. A null hypothesis may be rejected, but it can never be accepted based on a single test. In marketing research, the null hypothesis is formulated in such a way that its rejection leads to the acceptance of the desired conclusion. A new Internet Shopping Service will be introduced if more than 40% people use it: H 0 :   0.40 H 1 :  > 0.40 Step 1: Formulate the Hypothesis

5. In eg on previous slide, the null hyp is a one-tailed test, because the alternative hypothesis is expressed directionally. If not, then a two-tailed test would be required as foll: H 0 :  =0.40 H 1 :   0.40 Step 1: Formulate the Hypothesis

6. The test statistic measures how close the sample has come to the null hypothesis. The test statistic often follows a well-known distribution (eg, normal, t, or chi-square). In our example, the z statistic, which follows the standard normal distribution, would be appropriate. Step 2: Select an Appropriate Test z = p -   p where  p =  n

7. Type I Error Type I error occurs if the null hypothesis is rejected when it is in fact true. The probability of type I error ( α ) is also called the level of significance. Type II Error Type II error occurs if the null hypothesis is not rejected when it is in fact false. The probability of type II error is denoted by β. Unlike α, which is specified by the researcher, the magnitude of β depends on the actual value of the population parameter (proportion). Step 3: Choose Level of Significance

8. Power of a Test The power of a test is the probability (1 - β) of rejecting the null hypothesis when it is false and should be rejected. Although β is unknown, it is related to α. An extremely low value of α (e.g., = 0.001) will result in intolerably high β errors. So it is necessary to balance the two types of errors. Step 3: Choose Level of Significance

9. Probability of z with a One- Tailed Test Unshaded Area = 0.0301 Fig. 15.5 Shaded Area = 0.9699 z = 1.88 0

10. The required data are collected and the value of the test statistic computed. In our example, 30 people were surveyed and 17 shopped on the internet. The value of the sample proportion is = 17/30 = 0.567. The value of can be determined as follows: Step 4: Collect Data and Calculate Test Statistic p  p  p =  (1 -  ) n = (0.40)(0.6) 30 = 0.089

11. The test statistic z can be calculated as follows:   p p z   ˆ = 0.567-0.40 0.089 = 1.88 Step 4: Collect Data and Calculate Test Statistic

12. Using standard normal tables (Table 2 of the Statistical Appendix), the probability of obtaining a z value of 1.88 can be calculated The shaded area between 0 and 1.88 is 0.4699. Therefore, the area to the right of z = 1.88 is 0.5 - 0.4699 = 0.0301. Alternatively, the critical value of z, which will give an area to the right side of the critical value of 0.05, is between 1.64 and 1.65 and equals 1.645. Note, in determining the critical value of the test statistic, the area to the right of the critical value is either α or α/2. It is α for a one-tail test and α/2 for a two-tail test. Step 5: Determine Prob (Critical Value)

13. If the prob associated with the calculated value of the test statistic ( TS CAL ) is less than the level of significance (α ), the null hypothesis is rejected. In our case, this prob is 0.0301.This is the prob of getting a p value of 0.567 when π= 0.40. This is less than the level of significance of 0.05. Hence, the null hypothesis is rejected. Alternatively, if the calculated value of the test statistic is greater than the critical value of the test statistic ( TS CR ), the null hypothesis is rejected. Steps 6 & 7: Compare Prob and Make the Decision

14. The calculated value of the test statistic z = 1.88 lies in the rejection region, beyond the value of 1.645. Again, the same conclusion to reject the null hypothesis is reached. Note that the two ways of testing the null hypothesis are equivalent but mathematically opposite in the direction of comparison. If the probability of TS CAL TS CR then reject H 0. Steps 6 & 7: Compare Prob and Make the Decision

15. The conclusion reached by hypothesis testing must be expressed in terms of the marketing research problem. In our example, we conclude that there is evidence that the proportion of Internet users who shop via the Internet is significantly greater than 0.40. Hence, the department store should introduce the new Internet shopping service. Step 8: Mkt Research Conclusion

16. Broad Classification of Hyp Tests Median/ Rankings Distributions Means Proportions Fig. 15.6 Tests of Association Tests of Differences Hypothesis Tests

17. Hypothesis Testing for Differences Independent Samples Paired Samples * Two-Group t test * Z test * Paired t test Hypothesis Tests One Sample Two or More Samples * t test * Z test Parametric Tests (Metric) Non-parametric Tests (Nonmetric)

18. Parametric Tests Assume that the random variable X is normally dist, with unknown pop variance estimated by the sample variance s 2. Then a t test is appropriate. The t-statistic, is t distributed with n - 1 df. The t dist is similar to the normal distribution: bell-shaped and symmetric. As the number of df increases, the t dist approaches the normal dist.  t = (X -  )/s X

19. For the data in Table 15.1, suppose we wanted to test the hypothesis that the mean familiarity rating exceeds 4.0, the neutral value on a 7 point scale. A significance level of = 0.05 is selected. The hypotheses may be formulated as: One Sample : t Test  = 1.579/5.385 = 0.293 t = (4.724-4.0)/0.293 = 0.724/0.293 = 2.471 < 4.0 H0:H0: > 4.0 = H1:H1:

20. The df for the t stat is n - 1. In this case, n - 1 = 28. From Table 4 in the Statistical Appendix, the probability assoc with 2.471 is less than 0.05 Alternatively, the critical t value for 28 degrees of freedom and a significance level of 0.05 is 1.7011 Since, 1.7011 <2.471, the null hypothesis is rejected. The familiarity level does exceed 4.0. One Sample : t Test

21. Note that if the population standard deviation was known to be 1.5, rather than estimated from the sample, a z test would be appropriate. In this case, the value of the z statistic would be: where = = 1.5/5.385 = 0.279 and z = (4.724 - 4.0)/0.279 = 0.724/0.279 = 2.595 Again null hyp rejected One Sample : Z Test

22. Two Independent Samples: Means In the case of means for two independent samples, the hypotheses take the following form. The two populations are sampled and the means and variances computed based on samples of sizes n1 and n2. If both populations are found to have the same variance, the pooled variance estimate is: s 2 = (n 1 -1)s 1 2 +(n 2 -1)s 2 2 n 1 +n 2 -2

23. The standard deviation of the test statistic can be estimated as: The appropriate value of t can be calculated as: The degrees of freedom in this case are (n 1 + n 2 -2). Two Independent Samples: Means

24. An F test of sample variance may be performed if it is not known whether the two populations have equal variance. In this case, the hypotheses are: H 0 : 1 2 = 2 2 H 1 : 1 2 2 2 Are the variances equal? Independent Samples F Test

25. The F statistic is computed from the sample variances as follows where n i = size of sample i n i -1= degrees of freedom for sample i s i 2 = sample variance for sample i For data of Table 15.1, suppose we wanted to determine whether Internet usage was different for males as compared to females. A two-independent-samples t test was conducted. The hyp for equality of variances is rejected The ‘equal variances not assumed’ t-test should be used The results are presented in Table 15.14. Are the variances equal? Independent Samples F Test

26. Two Independent-Samples: t Tests Table 15.14 -

27. Consider data of Table 15.1 Is the proportion of respondents using the Internet for shopping the same for males and females? The null and alternative hypotheses are: The test statistic is given by: Two Independent Samples: Proportions

28. In the test statistic, P i is the proportion in the ith samples. The denominator is the standard error of the difference in the two proportions and is given by where Two Independent Samples: Proportions

29. Significance level = 0.05. Given the data of Table 15.1, the test statistic can be calculated as: = (11/15) -(6/15) = 0.733 - 0.400 = 0.333 P = (15 x 0.733+15 x 0.4)/(15 + 15) = 0.567 =0.181 Z = 0.333/0.181 = 1.84 Two Independent Samples: Proportions

30. For a two-tail test, the critical value of the test statistic is 1.96. Since the calculated value is less than the critical value, the null hypothesis can not be rejected. Thus, the proportion of users is not significantly different for the two samples. Two Independent Samples: Proportions

31. Paired Samples The difference in these cases is examined by a paired samples t test. For the t stat, the paired difference variable, D, is formed and its mean and variance calculated. Then the t statistic is computed. The df= n - 1, where n is the number of pairs. The relevant formulas are: continued…

32. Where: In the Internet usage example (Table 15.1), a paired t test could be used to determine if the respondents differed in their attitude toward the Internet and attitude toward technology. The resulting output is shown in Table 15.15. D= D i  i= 1 n n Paired Samples

33. Paired-Samples t Test

34. Nonparametric Tests Nonparametric tests are used when the independent variables are nonmetric. Nonparametric tests are available for testing variables from one sample, two independent samples, or two related samples.

35. Summary of Hypothesis Tests for Differences SampleApplicationLevel of ScalingTest/Comments One Sample Means Metric ttest, if variance is unknown z test, if variance is known ProportionMetricZ test

36. Summary of Hypothesis Tests for Differences Two Indep Samples Two indep samples Means Metric Two-groupt test F test for equality of variances Two indep samples Proportions Metric z test Nonmetric Chi-square test ApplicationScalingTest/Comments

37. Summary of Hypothesis Tests for Differences Paired Samples Paired samples Means Metric Pairedt test Paired samples Proportions Nonmetric McNemar test for binary variables Chi-square test