University Marketing Assignment: Hypothesis Testing and Analysis

This assignment solution presents a detailed analysis of three marketing experiments, each involving hypothesis testing. The solution includes the formulation of null and alternative hypotheses, p-value calculations, and assessments of statistical significance using t-tests and F-tests. For each experiment, the document outlines the decisions made regarding the null hypothesis, followed by insightful questions that arise from the analysis. The results section for each experiment is presented in a standard paragraph format, offering a clear and concise summary of the findings. The analysis covers topics such as the impact of subliminal ads, the comparison of emotional versus standard recognition ads, and the influence of gender on ad image recognition. The document provides a comprehensive understanding of how to apply statistical methods to marketing research and interpret the outcomes.

QUESTION ONE
Hypothesis statement
H0 : The mean performance through successful subliminal ads is above 50
Vs
H1 : The mean performance through successful subliminal ads is less than 50
Level of significance
tcrit= 0.315 p-value is 95% level of confidence, which translates to an alpha of 0.05 as the
tolerable error in this experiment
Therefore, since the tcrit is greater than 0.05 the experiment at a 95% level of confidence is
insignificant (Newbold, Carlson, & Thorne, 2012).
Decisions on the null hypothesis
The test is t-statistics since the observed data is less than 30.
The tcalc= 1.064 this is the experiment calculations of the test-statistic. Using the statistical tables,
the t-critical value is t90.975= 2.26
Therefore, the null hypothesis is true.
Questions null Hypothesis
The alternate hypothesis is rejected; therefore it is perceived that any successful processing of
subliminal ads increases performance above 50 though the results is insignificant.
Conclusion
Therefore, since the tCal= 1.064 is less than the tcrit= 2.26, we fail to reject the null hypothesis and
conclude that the successful processing of subliminal ads increases performance above 50.
QUESTION TWO
Hypothesis statement

H0 : There is a difference between emotional ads and standards recognition ads remembrance by
customers
Vs
H1 : There is a difference between emotional ads and standards recognition ads remembrance by
customers.
Level of significance
tcrit= 0.028 p-value is 95% level of confidence, which translates to an alpha of 0.05 as the
tolerable error in this experiment.
Therefore, since the tcrit is less than the p-value 0.05 the experiment at a 95% level of confidence
is significant (Anderson, Sweeney, Williams, Camm, & Cochran, 2014).
Decisions on the null hypothesis
The tcalc= -2.624 this is the experiment calculations of the test-statistic. Using the statistical
tables, the t-critical value is 0.028.
Therefore, the null hypothesis is true.
Questions null Hypothesis
The alternate hypothesis is rejected; therefore, it is perceived that there is a difference between
emotional ads and standards recognition ads remembrance by customers.
This means that customers purchase of coke drinks is not tied to emotional adds nor standards
ads in advertisement channels.
Conclusion
Therefore, since the tcal= -20624 is less than the tcrit= 0.028, we fail to reject the null hypothesis
and conclude that there is a difference between emotional ads and standards recognition ads
remembrance by customers.

QUESTION THREE
Hypothesis statement
H0 : The recognition of images of ads differs across gender
Vs
H1 : The recognition of images of ads does not differ across gender.
Level of significance
Fcrit= 0.154 p-value is 95% level of confidence, which translates to an alpha of 0.05 as the
tolerable error in this experiment.
Therefore, since the Fcrit is less than two at a 95% level of confidence is insignificant.
Decisions on the null hypothesis
The Fcalc= 2.217 this is the experiment calculations of the test-statistic. Using the statistical tables
the F-critical value is 0.154.
Therefore, the null hypothesis is not true.
Questions null Hypothesis
The alternate hypothesis is accepted; therefore, the recognition of images of ads does not differ
across gender.
This means that customers purchase of coke drinks is the same across gender through
perceptions of images being the same across.
Conclusion
Therefore, since the FCal= 2.217 is greater than the Fcrit= 0.154, we fail to accept the null
hypothesis and conclude that gender difference doe not affect the recognition of images of ads.
References
Anderson, D. R., Sweeney, D. J., Williams, T. A., Camm, J. D., & Cochran, J. J. (2014).
Essentials of statistics for business and economics: Cengage Learning.

Newbold, P., Carlson, W., & Thorne, B. (2012). Statistics for business and economics: Pearson.