Hypothesis Testing 264a Marketing Research 1 Hypothesis Testing Descriptive Statistics -- show the sample results . Inferential Statistics -- we want to generalize our results. 264a Marketing Research 2 Sampling becomes very important We must have probability samples Random sampling is best 264a Marketing Research 3 We set up a hypothesis: H0 The Null Hypothesis HA The Alternative Hypothesis 264a Marketing Research 4 Error Types Decision based on sample Reject H0 Fail to reject H0 264a Marketing Research Actual Value H0 True Type I error () 1- for Population H0 False 1- () Type II error 5 All the testing procedures we will discuss require us to set Type I error (). The way we test then minimizes () Type II error for all possible values of HA. 264a Marketing Research 6 Steps in Hypothesis Testing 1. H0 : State the Null hypothesis. 2. HA : State the Alternative hypothesis. 3. TSC :Calculated test statistic. 4. TSt : Tabulated value of the test statistic. 5. DR : Decision rule for rejecting H0. 264a Marketing Research 7 2) Please evaluate the Virtual Adventures ride (Loch Ness Expedition) (Please circle the appropriate answer). Not At All Very Much Fun 1 2 3 4 5 Exciting 1 2 3 4 5 Challenging 1 2 3 4 5 Engaging Story 1 2 3 4 5 Unique Experience 1 2 3 4 5 Easy to Understand 1 2 3 4 5 Easy to Play 1 2 3 4 5 Family Fun 1 2 3 4 5 Total Enjoyment 1 2 3 4 5 264a Marketing Research 8 Code 8001 8002 Date T T Session 1. 1. q1 1. 1. q2a 4. 5. q2b 4. 5. q2c 4. 5. q2d 3. 5. q2e 4. 5. q2f 3. 4. q2g 3. 4. q2h 5. 5. q2i 4. 5. 8003 T 1. 1. 5. 5. 5. 4. 5. 3. 2. 5. 4. 8004 T 1. 1. 5. 5. 5. 5. 5. 5. 5. 5. 5. 8005 T 1. 1. 3. 3. 5. 4. 3. 2. 2. 2. 3. 8006 8007 8008 8009 8010 8011 8012 8013 8014 T T T T T T T T T 1. 1. 1. 1. 1. 1. 1. 1. 1. 1. 1. 1. 1. 1. 1. 1. 1. 1. 3. 4. 4. 5. 4. 4. 5. 5. 5. 3. 4. 5. 4. 4. 3. 5. 5. 5. 4. 4. 3. 5. 3. 5. 4. 5. 4. 4. 3. 4. 4. 4. 4. 5. 5. 4. 5. 5. 4. 4. 5. 5. 5. 1. 4. 2. 3. 2. 3. 2. 3. 5. 2. 3. 3. 4. 2. 4. 3. 3. 5. 3. 4. 4. 4. 4. 5. 5. 3. 5. 3. 4. 4. 5. 3. 4. 5. 4. 5. 8015 8016 1 2 3 4 5 6 7 T T F F F F F F F 1. 1. 2. 2. 2. 2. 2. 2. 2. 1. 1. 1. 1. 1. 1. 1. 1. 1. 5. 5. 4. 5. 4. 3. 4. 2. 5. 3. 4. 3. 4. 5. 2. 2. 3. 3. 4. 5. 4. 5. 5. 4. 4. 4. 4. 2. 4. 3. 5. 3. 3. 4. 2. 3. 4. 5. 3. 5. 3. 5. 5. 5. 3. 3. 5. 3. 2. 4. 4. 4. 5. 3. 4. 4. 3. 2. 4. 3. 3. 3. 5. 5. 5. 5. 4. 4. 4. 2. 4. 4. 5. 4. 5. 5. 3. 5. 4. 4. 8 9 F F 2. 2. 1. 1. 4. 5. 3. 5. 2. 5. 5. 3. 5. 5. 3. 4. 2. 3. 5. 4. 4. 4. 10 F 2. 1. 5. 4. 5. 4. 5. 3. 3. 4. 5. 11 12 13 14 F F F F 2. 2. 2. 2. 1. 1. 1. 1. 5. 3. 4. 4. 5. 2. 2. 3. 5. 1. 5. 4. 4. 3. 3. 3. 5. 3. 5. 5. 3. 4. 3. 4. 2. 4. 3. 4. 5. 5. 5. 5. 5. 3. 3. 4. 264a Marketing Research 9 One Sample Test of a Mean Is the average Enjoyment Scale different from 4.09=36? ( X ) t s n X s n t prob 264a Marketing Research 36 35.98 5.02 209 -0.07 0.53 10 One Sample Proportion Is the true proportion of people who want to ride again .50? ZC p s n ZC prob * 264a Marketing Research p * * (1 *) n 0.93 0.03 209 12.52 <0.0001 0.50 11 Test of Proportions: Two Independent Samples Do men and women differ in the proportion who do not want to ride again? p* s n1 p1 n2 p2 n1 n2 1 1 p * (1 p*) n1 n2 ZC p n p* s Z prob 264a Marketing Research p1 p2 s Males Females 0.0743 0.0492 148 61 0.0670 0.0014 17.3784 <0.0001 12 “Do you think all positions would be the same fun level?” by Position in VA. 264a Marketing Research 13 4) What control position did you play today? (Please circle the appropriate answer). Commander Pilot Periscope Operator Robotic Arm Operator 5) Before the game started, did you have any preferred position? (Check all that apply). ( ) Commander ( ) Pilot ( ) Periscope ( ) Robotic Arm ( ) No preference If you played in a preferred position, please skip part b and go on to Question 6. b) If you did not play in a preferred position, how much did being assigned to another position affect you? (Please circle the appropriate answer). Strongly negative -5 -4 Strongly positive -3 -2 -1 0 1 2 3 4 5 6) After having played Virtual Adventures, do you think all positions would be the same level of fun? (Please circle the appropriate answer). Yes No (If "No" please rank your preference for positions from "4" down to "1" with "4" being most fun.) (___) Commander (___) Pilot (___) Periscope (___) Robotic Arm 264a Marketing Research 14 q4a 0. 0. q4b 0. 0. q4c 0. 0. q4d 1. 0. q5a1 0. 0. q5a2 0. 0. q5a3 0. 0. q5a4 0. 0. q5a5 1. 1. 0. 1. 0. 0. 0. 1. 0. 0. 0. 0. 0. 0. 1. 0. 0. 0. 0. 1. 0. 1. 0. 0. 0. 1. 1. 1. 0. 0. 0. 3. 0. 0. 0. 0. 1. 0. 1. 0. 0. 0. 0. 0. 0. 0. 0. 0. 1. 0. 0. 1. 0. 0. 0. 1. 0. 0. 0. 0. 0. 0. 1. 0. 0. 0. 0. 1. 0. 1. 0. 0. 0. 0. 0. 0. 0. 0. 0. 1. 0. 0. 0. 0. 0. 0. 0. 0. 0. 0. 0. 1. 0. 0. 0. 0. 0. 0. 0. 0. 0. 0. 0. 0. 1. 0. 0. 1. 1. 0. 1. 1. 1. 0. 1. 0. 0. 1. 1. 1. 0. 1. 0. 0. 0. 0. 0. 0. 1. 0. 0. 0. 0. 0. 0. 0. 0. 0. 0. 0. 0. 1. 1. 0. 1. 0. 0. 0. 0. 0. 0. 0. 0. 0. 0. 0. 0. 0. 0. 0. 0. 1. 0. 1. 1. 0. 0. 0. 0. 0. 1. 0. 0. 0. 0. 0. 0. 0. 1. 0. 0. 0. 0. 1. 0. 0. 0. 0. 0. 1. 0. 0. 1. 0. 0. 1. 1. 0. 0. 0. 1. 0. 0. 0. 0. 0. 1. 1. 0. 0. 0. 1. 0. 0. 0. 0. 0. 0. 1. 0. 0. 0. 0. 0. 0. 1. 1. 1. 0. 0. 0. 0. 0. 0. 0. 264a Marketing Research q5b 0. 5. q6 1. 1. q6a q6b q6c q6d 0. 2. 1. 4. 3. 0. 1. 0. 0. 3. 4. 1. 2. 2. 1. 4. 3. 0. 0. 0. 0. 0. 0. 1. 4. 1. 4. 4. 1. 4. 3. 4. 3. 4. 3. 2. 1. 2. 1. 4. 4. 4. 2. 3. 2. 2. 2. 0. 0. 3. 2. 4. 1. 4. -3. 0. 0. 2. 2. 1. 3. 4. 1. 3. 4. 0. 0. 0. 2. 1. 3. 4. 0. 0. 0. 0. -1. 0. 1. 0. 0. 2. 3. 1. 4. 4. 2. 3. 1. 1. 1. 5. 0. 0. 0. 0. 1. 0. 1. 1. 15 Test of Expectations: More Than Two Independent Samples “Do you think all positions would be the same fun level?” by Position in VA. (Oi Ei )2 Ei i 1 2 K df K 1 Count of q6 q6 Position 0 1 2 3 4 Grand Total 0 1 28 32 17 16 20 11 14 23 27 21 106 103 264a Marketing Research Expectation Grand Under Total Independence (O-E)^2/E 60 30.43 29.57 0.19 0.20 33 16.74 16.26 0.00 0.00 31 15.72 15.28 1.16 1.20 37 18.77 18.23 1.21 1.25 48 24.34 23.66 0.29 0.30 209 2 5.81 p=0.21 16 Test of Means: Two Independent Samples Does the mean Enjoyment Scale differ by gender? HO : 1 2 H A : 1 2 X1 X2 s X1 X2 df n1 n2 2 TSC : t TSt : t (1 sX 1 X2 2 ) s12 s22 n1 n2 Gender Data Average of Enjoyment Scale Var of Enjoyment Scale Count of Gender Difference S T prob 264a Marketing Research 0-Male 1-Female 36.97 35.57 28.50 23.38 61 148 -1.40 0.79 -1.77 0.04 Grand Total 35.98 25.15 209 17