OE106 Research Skills for Marketeers
Reader 1: Statistical Tests
More than 5% is above one
Under 5% under one
Continuous variable: length, weight, temperature (scale)
Discrete variable
- Qualitative = characteristics
Gender
- Quantitative = numbers
Age
Binary variable
Two possible results or values
North or South
Yes or No
Nominal variable
Qualitative variables whose categories cannot be arranged in a fixed or logical order
Town district > Centre, north, east, south, west
Ordinal variable
Qualitative variables whose categories have an intrinsic or logical order
Agree, no opinion, disagree
, One sample T-test
When to use
The one-sample t-test can be used to test whether the mean of a variable (e.g. gross annual income)
within a population is the same as a certain predetermined value
- Example: to test the hypothesis that the average gross annual income of residents in a
certain municipality is lower than the average annual income across the Netherlands
Where to find
Analyze -> Compare Means -> One sample t-test
Example
A 2011 study revealed that the average age of Graceland customers was 46.5. Has the average age
changed since then?
1. H0: the average age of Graceland customers is 46.5
2. Analyze -> Compare Means -> One sample t-test
3. Test variable: age in years, test value: 46,5
4. P-value: 0.044 < 0,05
5. Conclusion: the average age of Graceland customers in 2016 is significantly lower than in
2011
Paired-samples T-test
When to use
The paired-samples t test can be used to test whether the means of two variables are the same
- Example: to test whether average incomes in 2015 and 2016 were different
Where to find
Analyze -> Compare Means -> Paired-samples T-test
Example
Is the average appreciation of the service equal to the average appreciation of the location?
1. H0: the average appreciation of the service is equal to the average appreciation of the
location.
2. Analyze -> Compare Means -> Paired-samples T-test
3. Variable 1: Appreciation of the service, Variable 2: Appreciation of the location
4. P-value: 0,000 < 0,05
5. Conclusion: the average appreciation of the service is higher than the average appreciation
of the location
Independent samples T-test
When to use
The independent-samples t test can be used to test whether the means of two independent groups
are the same
- Example: whether average age is the same for both men and women
Where to find
Analyze -> Compare Means -> Independent-Samples T Test
Reader 1: Statistical Tests
More than 5% is above one
Under 5% under one
Continuous variable: length, weight, temperature (scale)
Discrete variable
- Qualitative = characteristics
Gender
- Quantitative = numbers
Age
Binary variable
Two possible results or values
North or South
Yes or No
Nominal variable
Qualitative variables whose categories cannot be arranged in a fixed or logical order
Town district > Centre, north, east, south, west
Ordinal variable
Qualitative variables whose categories have an intrinsic or logical order
Agree, no opinion, disagree
, One sample T-test
When to use
The one-sample t-test can be used to test whether the mean of a variable (e.g. gross annual income)
within a population is the same as a certain predetermined value
- Example: to test the hypothesis that the average gross annual income of residents in a
certain municipality is lower than the average annual income across the Netherlands
Where to find
Analyze -> Compare Means -> One sample t-test
Example
A 2011 study revealed that the average age of Graceland customers was 46.5. Has the average age
changed since then?
1. H0: the average age of Graceland customers is 46.5
2. Analyze -> Compare Means -> One sample t-test
3. Test variable: age in years, test value: 46,5
4. P-value: 0.044 < 0,05
5. Conclusion: the average age of Graceland customers in 2016 is significantly lower than in
2011
Paired-samples T-test
When to use
The paired-samples t test can be used to test whether the means of two variables are the same
- Example: to test whether average incomes in 2015 and 2016 were different
Where to find
Analyze -> Compare Means -> Paired-samples T-test
Example
Is the average appreciation of the service equal to the average appreciation of the location?
1. H0: the average appreciation of the service is equal to the average appreciation of the
location.
2. Analyze -> Compare Means -> Paired-samples T-test
3. Variable 1: Appreciation of the service, Variable 2: Appreciation of the location
4. P-value: 0,000 < 0,05
5. Conclusion: the average appreciation of the service is higher than the average appreciation
of the location
Independent samples T-test
When to use
The independent-samples t test can be used to test whether the means of two independent groups
are the same
- Example: whether average age is the same for both men and women
Where to find
Analyze -> Compare Means -> Independent-Samples T Test
