TAILIEUCHUNG - Lecture Marketing research (10th edition): Chapter 16 - McDaniel, Gates

Chapter 16 - Statistical testing of differences and relationships. This chapter addresses statistical techniques that can be used to determine whether observed differences are likely to be real differences or whether they are likely attributable to sampling error. | Chapter Sixteen 16-1 Evaluating Differences and Changes The issue of whether certain measurements are different from one another is central to many questions of critical interest to marketing managers. See the text for some specific examples of managers’ questions relating to evaluating these differences and changes. 16-2 Key Terms & Definitions Bringing some specific examples out in class might help in explaining these concepts. Mathematical Differences: By definition, if numbers are not exactly the same, they are different. This does not, however, mean that the difference is either important or statistically significant. Statistical Significance: A difference that is large enough that it is not likely to have occurred because of chance or sampling error. Statistical Significance 16-3 Key Terms & Definitions Important Differences for Managers: One must be able to distinguish between mathematical differences and statistically significant differences in using the data analysis in .

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