1. State the null and alternative hypotheses (Hint: The authors will note the alternative hypotheses, but you will have to infer the null as those are not typically stated in published research)Marketing Research and Data Analysis
2. Identify the statistical test used to determine statistical significance (e.g., t-test, analysis of variance, etc.).
3. Identify the test statistic, note it, and explain its meaning (e.g., t=3.47).
4. Identify the significance level used in each study.
5. Identify whether the authors found support for their hypotheses. Consider sample size and Type I and Type II error.
6. Explain the implications of each finding.