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Hypothesis Testing Market Research

Hypothesis testing is used to analyse two statements about a research study to assess which is best supported by the data. A regular hypothesis should be decided upon before the study has begun; however, to test it, a contrasting hypothesis is made as to see which correlates to the data best. This helps validate the research study by looking at multiple conflicting conclusions instead of just one. 
 
Hypotheses are used in a range of scenarios, from a school Science classroom to a factory in the food industry. Any time there is a question that requires a study or research, there should also be a hypothesis. There are also a few different variations of a hypothesis, the most common being null or alternative hypothesis. A null hypothesis is used when it is not expected that there will be any significant difference between the two variables being studied and is normally the type of hypothesis a researcher would attempt to disprove. An alternative hypothesis is the opposite and states that there is a difference in the variables. Often when performing hypothesis testing, they will be measured against each other. For example, if the hypothesis at the start of the study was a null hypothesis, an alternative will be used after the study to test it.

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