Zelftesten – Marktonderzoek
Selecting the right univariate test
You have a shop in the city center of Ghent. When your customers leave your shop, they are
asked the following questions:
1 - How satisfied are you about the location of our shop?
2 - How satisfied were you about the service we offer in our shop?
What is your sex? Man - Woman
What is your year of birth?
.......
The questions about satisfaction are scored on 5-point Likert scales, ranging from 1 'Not at
all satisfied' to 5 'Very much satisfied'
Of course, all customers are free to participate, and if they participate, they are not obliged
to complete all questions (you may have missing data)
Which of the following research methods is the most appropriate to know if the average
satisfaction about the location differs significantly from the average satisfaction about the
service.
Paired Samples T-test
Two samples:
A sample on the satisfaction of the location
A sample on the satisfaction of the service
The two samples are dependent on each other
All the participants have read both questions so they could influence each other
The dependent variable (satisfaction) is interval/ratio
You have a shop in the city center of Ghent. When your customers leave your shop, they are
asked the following questions:
1 - How satisfied are you about the location of our shop?
2 - How satisfied were you about the service we offer in our shop?
What is your sex? Man - Woman
What is your year of birth?
.......
The questions about satisfaction are scored on 5-point Likert scales, ranging from 1 'Not at
all satisfied' to 5 'Very much satisfied'
, Of course, all customers are free to participate, and if they participate, they are not obliged
to complete all questions (you may have missing data)
Which of the following research methods is the most appropriate to know if the average
satisfaction about the location differs significantly for men and women.
Independent Samples T-test
Two samples:
A sample of men
A sample of women
The two samples are independent on each other
You are either a man OR a woman
The dependent variable (satisfaction) is interval/ratio
Imagine you have a hotel. Your main competitor got an average rating of 3.61 on a
TripAdvisor (min. score = 0; max. score = 5; 2.364 reviews)
Rather than relying on the ratings of your hotel on TripAdvisor, you ask all your clients during
check out how satisfied they were with their stay in your hotel, also using a 0 to 5 Likert
scale (so similar method as TripAdvisor)
You'd like to know if you score better than your main competitor.
Which test should you use?
One-Sample T-test
One sample:
Reviews of your clients
The dependent variable (satisfaction) is interval/ratio
You'd like to know which streaming service (Netflix, Amazon Prime, HBO Max, Disney+) is
most popular among the Flemish population
In a short survey, you asked to reach streaming services on an 11 points Likert scale (0 =
lowest score, 10 = highest score)
Repeated Measures Anova
Four samples:
All the different streaming services
The four samples are dependent on each other
All the participants rated the four different streaming services
The measurement level of the dependent variable is interval/ratio
The ratings of the four streaming services
A company evaluates every commercial it launches by means of the same measurement
instrument. For that, participants have to complete a short survey, and the answers on the
different questions in that survey are subjected a complex algorithm which results in an
overall rating of the advertisement (lowest rating =-100, highest rating = +100)
Each commercial is tested by a different sample, consisting of +/-350 potential clients
A person can only participate once every year
Selecting the right univariate test
You have a shop in the city center of Ghent. When your customers leave your shop, they are
asked the following questions:
1 - How satisfied are you about the location of our shop?
2 - How satisfied were you about the service we offer in our shop?
What is your sex? Man - Woman
What is your year of birth?
.......
The questions about satisfaction are scored on 5-point Likert scales, ranging from 1 'Not at
all satisfied' to 5 'Very much satisfied'
Of course, all customers are free to participate, and if they participate, they are not obliged
to complete all questions (you may have missing data)
Which of the following research methods is the most appropriate to know if the average
satisfaction about the location differs significantly from the average satisfaction about the
service.
Paired Samples T-test
Two samples:
A sample on the satisfaction of the location
A sample on the satisfaction of the service
The two samples are dependent on each other
All the participants have read both questions so they could influence each other
The dependent variable (satisfaction) is interval/ratio
You have a shop in the city center of Ghent. When your customers leave your shop, they are
asked the following questions:
1 - How satisfied are you about the location of our shop?
2 - How satisfied were you about the service we offer in our shop?
What is your sex? Man - Woman
What is your year of birth?
.......
The questions about satisfaction are scored on 5-point Likert scales, ranging from 1 'Not at
all satisfied' to 5 'Very much satisfied'
, Of course, all customers are free to participate, and if they participate, they are not obliged
to complete all questions (you may have missing data)
Which of the following research methods is the most appropriate to know if the average
satisfaction about the location differs significantly for men and women.
Independent Samples T-test
Two samples:
A sample of men
A sample of women
The two samples are independent on each other
You are either a man OR a woman
The dependent variable (satisfaction) is interval/ratio
Imagine you have a hotel. Your main competitor got an average rating of 3.61 on a
TripAdvisor (min. score = 0; max. score = 5; 2.364 reviews)
Rather than relying on the ratings of your hotel on TripAdvisor, you ask all your clients during
check out how satisfied they were with their stay in your hotel, also using a 0 to 5 Likert
scale (so similar method as TripAdvisor)
You'd like to know if you score better than your main competitor.
Which test should you use?
One-Sample T-test
One sample:
Reviews of your clients
The dependent variable (satisfaction) is interval/ratio
You'd like to know which streaming service (Netflix, Amazon Prime, HBO Max, Disney+) is
most popular among the Flemish population
In a short survey, you asked to reach streaming services on an 11 points Likert scale (0 =
lowest score, 10 = highest score)
Repeated Measures Anova
Four samples:
All the different streaming services
The four samples are dependent on each other
All the participants rated the four different streaming services
The measurement level of the dependent variable is interval/ratio
The ratings of the four streaming services
A company evaluates every commercial it launches by means of the same measurement
instrument. For that, participants have to complete a short survey, and the answers on the
different questions in that survey are subjected a complex algorithm which results in an
overall rating of the advertisement (lowest rating =-100, highest rating = +100)
Each commercial is tested by a different sample, consisting of +/-350 potential clients
A person can only participate once every year
