中山大学吴柏林教授 研究生课程“营销管理”绝密资料_CH21.ppt

Exploring Marketing ResearchWilliam G. Zikmund Chapter 21: Univariate Analysis Univariate Statistics Test of statistical significance Hypothesis testing one variable at a time Hypothesis Unproven proposition Supposition that tentatively explains certain facts or phenomena Assumption about nature of the world Hypothesis An unproven proposition or supposition that tentatively explains certain facts or phenomena Null hypothesis Alternative hypothesis Null Hypothesis Statement about the status quo No difference Alternative Hypothesis Statement that indicates the opposite of the null hypo