HYPOTHESES OF EQUIVALENCE AND THEIR TESTING
Hypothesis of no difference are null hypotheses for studies to show that populations differ. To show that populations are essentially the same, the appropriate null is that substantial differences do exist. We propose that there is a pent-up conceptual need for equivalence hypothesizing in all of ma...
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| Veröffentlicht in: | Journal of marketing theory and practice 2018-07, Vol.26 (3), p.280-288 |
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| container_title | Journal of marketing theory and practice |
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| creator | Garber, Lawrence L. Boya, Ünal Ö. Hyatt, Eva M. |
| description | Hypothesis of no difference are null hypotheses for studies to show that populations differ. To show that populations are essentially the same, the appropriate null is that substantial differences do exist. We propose that there is a pent-up conceptual need for equivalence hypothesizing in all of marketing—e.g, for the testing of core marketing concepts including the marketing concept, optimization of the marketing mix, product differentiation, market segmentation, the building of brand loyalty, product positioning, test marketing, as well as marketing pedagogy. We present two statistical tests appropriate for Equivalence Hypothesis Testing (EHT). Usefulness of the method to marketing is discussed. |
| doi_str_mv | 10.1080/10696679.2018.1450634 |
| format | Article |
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| language | eng |
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| source | Jstor Complete Legacy; EBSCOhost Business Source Complete |
| subjects | Bias Bioavailability Brand loyalty Business education Confidence intervals Economic models Food Generic drugs Generic products Hypotheses Hypothesis testing Market segmentation Marketing Methods Pedagogy Product differentiation Psychology Research methodology Researchers Sales territories Software Websites |
| title | HYPOTHESES OF EQUIVALENCE AND THEIR TESTING |
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