MKT 500 Lecture Notes - Lecture 8: Null Hypothesis, How Do You Know, Statistical Inference
Document Summary
Market segmentation based on differences between groups and consumers. Testing for significant differences between two groups: statistical tests are used when researcher wants to compare the means or percentages of two different groups or samples. With small sample sizes, spss eliminates the need to determine the appropriate statistical test, since it is programmed to select the correct statistic. Differences between percentages with two groups (independent samples) Independent samples representing two potentially different populations. Formula for significance for the difference between two percentages: If the null hypothesis is true, we would expect there to be no differences between the two percentages: yet we know that, in any given study, differences may be expected due to sampling error. If the null hypothesis were true, we would expect 95% of the z scores computed from 100 samples to fall between. Question: last year a harris poll showed 40% of surveyed companies were coming to college campuses to hire seniors (n.
