3.2 Hypotheses Testing, and Findings It is important to use a very clear and easy language to write up your findings section. Also, use tables, graphs, and charts to aid the illustration of key findings (lots ol visuals help the reader to understand). Use each hypothesis as a subheading to present your statistical analysis, and findings. Remember that there are different statistical methods to be used depending on the level of measurement of the variables under study (eg., a; 1f2; F statist., t statistics, r, adjusted R2, etc).SPSS outputs and slats that are heavier are shown In the appendix ONLY. However, you need to make your own clean tables. (In Excel) to Illustrate the reader. You will report only significant findings, unless it is critical to fail to reject a null hypothesis. For example, if you are trying to prove that a current advertising campaign is still effective, you will benefit from failing to reject the null hypothesis. This means that the current advertisement campaign is still effective, and you do not need to incur in additional investments to promote your product, or brand. The statistics to be Included In the analysts are 1. Crosstabs (contingency tables) – for categorical vs. categorical 2. T-tests – for categorical vs. scale 3. Correlation – for scale vs. scale 4. Regression Analysis – for scale vs. scale
You need to describe in detail each statistical analysis. For example, In the contingency table below you need to interpret the findings after the hypothesis testing.
TABLE 16.4 Usage of Nike Shoos by Gender
Gender
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You will interpret the findings by summarizing the key indicators. For example, in table 16.4 we can appreciate that although 52.4 percent of the males are
heavy users, only 20.8 percent of females are heavy users. This seems to indicate that compared to females, males are more likely to be heavy users of Nike shoes. These findings are significant with a p (0.001) 0.05, and a X2 (3.14). The recommendation to management might be to promote more heavily to women to increase their usage rate or to promote more heavily to men to prevent brand loyalty erosion, etc. Each statistical analysis merits and explanation. Make sure you interpret the results of the SPSS outputs, and mention what they do indicate in terms of marked, or consumer behavior. Please refer to the following b.ps://owl rnglich I/owl/resource/560/19/ fora detailed description of APA 6. ed formatting of tables, graphs, and figures.