Fundamentals of Business

Statistics
Hypothesis Testing
Dr. P.K.Viswanathan

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Preliminaries

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 Sampling Distribution-A Conceptual Framework

The probability distribution of all the possible values

a sample statistic can take is called the sampling
distribution. of the statistic. The key word here is
“sample statistic”.

Sample mean and sample proportion based on a

random sample are examples of sample statistic(s).

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P.K.Viswanathan 3
 Concept of Standard Error
What is the standard deviation of the sample
statistic called? Can you guess? It is called the Standard
Error of the Statistic.

The standard deviation of the distribution of the

sample means is called the standard error of the mean.

Likewise, the standard deviation of the distribution

of the sample proportions is called the standard error
of the proportion.

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Sampling Distribution of Mean-Normal
Population
If X1 , X 2 , X 3 ,......., X nare n independent random
samples drawn from a Normal Population with Mean μ
= and Standard Deviation σ = , then the sampling
distribution of follows a Normal Distribution with
Mean = , andXStandard Deviation = .
μ σ
is known by the term Standard Error. n
σ
n

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Central Limit Theorem
The distinguishing and unique feature of the central limit
theorem is that irrespective of the shape of the
distribution of the original population, the sampling
distribution of the mean will approach a normal
distribution as the size of the sample increases and
becomes large.

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Central Limit Theorem-Picture

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Hypothesis-Basics

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 What is a Statistical Hypothesis?

A statistical hypothesis is a statement about

a population parameter. It may or may not be
true. The manager has to ascertain the truth
of the hypothesis.

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P.K.Viswanathan 9
 Null and Alternative Hypothesis

A Null Hypothesis is status quo. It is so

formulated that its rejection leads to the
desired conclusion which is the Alternative
Hypothesis.
Researchers and Decision Makers
generally want to prove the Alternative
Hypothesis

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Type I and Type II Error

Null Hypothesis

True False
Reject Type I No
Error Error
(α )
Accept No Type II
Error Error (β)

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11
P.K.Viswanathan
Hypothesis Testing –Marketing
Examples from Parasuraman

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Launching a Product Line Into a New Market
Area
Karen, product manager for a line of apparel, to introduce
the product line into a new market area
Survey of a random sample of 400 households in that
market showed a mean income per household of $30,000.
Standard deviation of the population based on a pilot study
is $8,000.
Karen strongly believes the product line will be adequately
profitable only in markets where the mean household
income is greater than $29,000. Should Karen introduce the
productline into the new market?

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Karen’s Criterion for Decision Making
To reach a final decision, Karen has to make a general
inference (about the population) from the sample data
Criterion-- mean income across across all households in the
market area under consideration
If the mean population household income is greater than
$29,000, Karen should introduce the product line into the
new market

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P.K.Viswanathan 14
Karen’s Hypothesis

Karen’s decision making is equivalent to either accepting or

rejecting the hypothesis:
– The population mean household income in the new
market area is greater than $29,000

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P.K.Viswanathan 15
One-Tailed Hypothesis Test

The term one-tailed signifies that all - or z-values that would

cause Karen to reject H0, are in just one tail of the sampling
distribution
µ = Population Mean
H0: µ ≤ $29,000
Ha: µ > $29,000

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Identifying the Critical Sample Mean Value-- Sampling
Distribution

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Test Statistic
Substituting the values in the formula given below for the
unknown terms, we get Z =2.5.

( X − µ)
Z=
σ
n
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Karen’s Decision Rule

Since the computed Z value falls in the rejection region,

reject the null hypothesis and introduce the productline
into the new market area.

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P.K.Viswanathan 19
Critical Value for Rejecting the Null Hypothesis

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P - Value – Actual Significance Level
The probability of obtaining an Z value which is greater than
Z computed (and in this case Z computed is 2.5) = .0062.
This value is sometimes called the actual significance level, or
the p-value. This is the level at which the null hypothesis gets
rejected.
The actual significance level of .0062 in this case means the
odds are less than 62 out of 10,000 that the sample mean
income of $30,000 would have occurred entirely due to
chance (when the population mean income is $29,000 or
less).
Since P-Value is less than alpha the level of singnificance(5%),
the null hypothesis is rejected. The decision is to introduce
the productline ito the new market area.

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P.K.Viswanathan 21
Hypothesis Testing-Inline Question
A retailer is weighing strawberries to sell as 250g
punnets. A customer has complained that strawberries
he had bought previously weighed under 250g. The
retailer decides to check the weight of 36 punnets. He
finds that the average weight is 248.5g. with standard
deviation 4.8g. In using a significance test to judge
whether he is selling under-weight punnets, which of the
following conclusions is correct?

a. At 5% level he is selling under weight

b. At 5% level he is not selling under weight
c. At 5% level the test is inconclusive
d. A significance test is inappropriate in this case

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Hypothesis Formulation Exercises
State the Null and Alternative Hypothesis for the following:

a) Is the average waiting time for the customers of Smart Supermarket

at the checkouts greater than 15 minutes?

b) Is the proportion of households owning Color TVs in Chennai less

than 0.4?

c) Is the average expenditure per household on eating out significantly

higher in Bangalore than in Calcutta?

d) Two random sample surveys, conducted with two months gap

between the two, assessed public opinions on the outcome: The
question that was posed was “If the general election was going to
take place tomorrow, would you cast your vote for or against the
ruling party?”
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t Test Application-One Sample
Experian Marketing Services reported that the typical American
spends a mean of 144 minutes (2.4 hours) per day accessing the
Internet via a mobile device. (Source: The 2014 Digital Marketer,
available at ex.pn/1kXJjfX.) In order to test the validity of this
statement, you select a sample of 30 friends and family. The results
for the time spent per day accessing the Internet via mobile device (in
minutes) are stored in InternetMobileTime .

a. Is there evidence that the population mean time spent per day
accessing the Internet via mobile device is different from 144 minutes?
Use the p-value approach and a level of significance of 0.05.

b. What assumption about the population distribution is needed in

order to conduct the t test in (a)?

Problem 9.35 from the Textbook adapted for Classroom

Discussion(Chapter 9-page 314)
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Independent t Test-Two Sample
A hotel manager looks to enhance the initial impressions that hotel
guests have when they check in. Contributing to initial impressions is
the time it takes to deliver a guest’s luggage to the room after check-
in. A random sample of 20 deliveries on a particular day were selected
in Wing A of the hotel, and a random sample of 20 deliveries were
selected in Wing B. The results are stored in Luggage . Analyze the
data and determine whether there is a difference between the mean
delivery times in the two wings of the hotel. (Use a = 0.05.)

Problem 10.83 from the Textbook adapted for Classroom

Discussion(Chapter 10-page 387)

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 Chi-Square- Application
A company is considering an organizational change involving the use of self-managed
work teams. To assess the attitudes of employees of the company toward this change, a
sample of 400 employees is selected and asked whether they favor the institution of self-
managed work teams in the organization. Three responses are permitted: favor, neutral,
or oppose. The results of the survey, cross-classified by type of job and attitude toward
self managed work teams, are summarized as follows:

At the 0.05 level of significance, is there evidence of a relationship between attitude

toward self-managed work teams and type of job?

Problem 11.32, Chapter 11, Pages 424-425 of the Textbook

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