MKT 3413 Chapter Notes - Chapter 13: Null Hypothesis, Standard Error, Market Segmentation
Document Summary
A marketing research professional comments on the importance of differences analysis: to increase the usefulness of our own analysis, we can examine differences between two proportions: differences between two means or differences between more than two means. Market segmentation relies on the discovery of significant differences through the application of the proper data analysis. Of course, the differences must be meaningful and useful: significant differences must be meaningful and useful, analyzing for significant and meaningful differences is a discovery process. Marketing researcher and manager formulate the research objectives with the goal of finding useful market segmentation differences in the total market, but there is no guarantee that significant and meaningful differences will be found. Data analysis is used to investigate for statistically significant differences, and there are rules and guidelines about how to decide when significant differences are indeed found: there are three ways a researcher can analyze for differences in.
