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A Beginner’s Guide to Hypothesis Testing in Business

• 30 Mar 2021

Becoming a more data-driven decision-maker can bring several benefits to your organization, enabling you to identify new opportunities to pursue and threats to abate. Rather than allowing subjective thinking to guide your business strategy, backing your decisions with data can empower your company to become more innovative and, ultimately, profitable.

If you’re new to data-driven decision-making, you might be wondering how data translates into business strategy. The answer lies in generating a hypothesis and verifying or rejecting it based on what various forms of data tell you.

Below is a look at hypothesis testing and the role it plays in helping businesses become more data-driven.

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What Is Hypothesis Testing?

To understand what hypothesis testing is, it’s important first to understand what a hypothesis is.

A hypothesis or hypothesis statement seeks to explain why something has happened, or what might happen, under certain conditions. It can also be used to understand how different variables relate to each other. Hypotheses are often written as if-then statements; for example, “If this happens, then this will happen.”

Hypothesis testing , then, is a statistical means of testing an assumption stated in a hypothesis. While the specific methodology leveraged depends on the nature of the hypothesis and data available, hypothesis testing typically uses sample data to extrapolate insights about a larger population.

Hypothesis Testing in Business

When it comes to data-driven decision-making, there’s a certain amount of risk that can mislead a professional. This could be due to flawed thinking or observations, incomplete or inaccurate data , or the presence of unknown variables. The danger in this is that, if major strategic decisions are made based on flawed insights, it can lead to wasted resources, missed opportunities, and catastrophic outcomes.

The real value of hypothesis testing in business is that it allows professionals to test their theories and assumptions before putting them into action. This essentially allows an organization to verify its analysis is correct before committing resources to implement a broader strategy.

As one example, consider a company that wishes to launch a new marketing campaign to revitalize sales during a slow period. Doing so could be an incredibly expensive endeavor, depending on the campaign’s size and complexity. The company, therefore, may wish to test the campaign on a smaller scale to understand how it will perform.

In this example, the hypothesis that’s being tested would fall along the lines of: “If the company launches a new marketing campaign, then it will translate into an increase in sales.” It may even be possible to quantify how much of a lift in sales the company expects to see from the effort. Pending the results of the pilot campaign, the business would then know whether it makes sense to roll it out more broadly.

Related: 9 Fundamental Data Science Skills for Business Professionals

Key Considerations for Hypothesis Testing

1. alternative hypothesis and null hypothesis.

In hypothesis testing, the hypothesis that’s being tested is known as the alternative hypothesis . Often, it’s expressed as a correlation or statistical relationship between variables. The null hypothesis , on the other hand, is a statement that’s meant to show there’s no statistical relationship between the variables being tested. It’s typically the exact opposite of whatever is stated in the alternative hypothesis.

For example, consider a company’s leadership team that historically and reliably sees $12 million in monthly revenue. They want to understand if reducing the price of their services will attract more customers and, in turn, increase revenue.

In this case, the alternative hypothesis may take the form of a statement such as: “If we reduce the price of our flagship service by five percent, then we’ll see an increase in sales and realize revenues greater than $12 million in the next month.”

The null hypothesis, on the other hand, would indicate that revenues wouldn’t increase from the base of $12 million, or might even decrease.

Check out the video below about the difference between an alternative and a null hypothesis, and subscribe to our YouTube channel for more explainer content.

2. Significance Level and P-Value

Statistically speaking, if you were to run the same scenario 100 times, you’d likely receive somewhat different results each time. If you were to plot these results in a distribution plot, you’d see the most likely outcome is at the tallest point in the graph, with less likely outcomes falling to the right and left of that point.

With this in mind, imagine you’ve completed your hypothesis test and have your results, which indicate there may be a correlation between the variables you were testing. To understand your results' significance, you’ll need to identify a p-value for the test, which helps note how confident you are in the test results.

In statistics, the p-value depicts the probability that, assuming the null hypothesis is correct, you might still observe results that are at least as extreme as the results of your hypothesis test. The smaller the p-value, the more likely the alternative hypothesis is correct, and the greater the significance of your results.

3. One-Sided vs. Two-Sided Testing

When it’s time to test your hypothesis, it’s important to leverage the correct testing method. The two most common hypothesis testing methods are one-sided and two-sided tests , or one-tailed and two-tailed tests, respectively.

Typically, you’d leverage a one-sided test when you have a strong conviction about the direction of change you expect to see due to your hypothesis test. You’d leverage a two-sided test when you’re less confident in the direction of change.

4. Sampling

To perform hypothesis testing in the first place, you need to collect a sample of data to be analyzed. Depending on the question you’re seeking to answer or investigate, you might collect samples through surveys, observational studies, or experiments.

A survey involves asking a series of questions to a random population sample and recording self-reported responses.

Observational studies involve a researcher observing a sample population and collecting data as it occurs naturally, without intervention.

Finally, an experiment involves dividing a sample into multiple groups, one of which acts as the control group. For each non-control group, the variable being studied is manipulated to determine how the data collected differs from that of the control group.

Learn How to Perform Hypothesis Testing

Hypothesis testing is a complex process involving different moving pieces that can allow an organization to effectively leverage its data and inform strategic decisions.

If you’re interested in better understanding hypothesis testing and the role it can play within your organization, one option is to complete a course that focuses on the process. Doing so can lay the statistical and analytical foundation you need to succeed.

Do you want to learn more about hypothesis testing? Explore Business Analytics —one of our online business essentials courses —and download our Beginner’s Guide to Data & Analytics .

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“A fact is a simple statement that everyone believes. It is innocent, unless found guilty. A hypothesis is a novel suggestion that no one wants to believe. It is guilty until found effective.”

– Edward Teller, Nuclear Physicist

During my first brainstorming meeting on my first project at McKinsey, this very serious partner, who had a PhD in Physics, looked at me and said, “So, Joe, what are your main hypotheses.” I looked back at him, perplexed, and said, “Ummm, my what?” I was used to people simply asking, “what are your best ideas, opinions, thoughts, etc.” Over time, I began to understand the importance of hypotheses and how it plays an important role in McKinsey’s problem solving of separating ideas and opinions from facts.

What is a Hypothesis?

“Hypothesis” is probably one of the top 5 words used by McKinsey consultants. And, being hypothesis-driven was required to have any success at McKinsey. A hypothesis is an idea or theory, often based on limited data, which is typically the beginning of a thread of further investigation to prove, disprove or improve the hypothesis through facts and empirical data.

The first step in being hypothesis-driven is to focus on the highest potential ideas and theories of how to solve a problem or realize an opportunity.

Let’s go over an example of being hypothesis-driven.

Let’s say you own a website, and you brainstorm ten ideas to improve web traffic, but you don’t have the budget to execute all ten ideas. The first step in being hypothesis-driven is to prioritize the ten ideas based on how much impact you hypothesize they will create.

The second step in being hypothesis-driven is to apply the scientific method to your hypotheses by creating the fact base to prove or disprove your hypothesis, which then allows you to turn your hypothesis into fact and knowledge. Running with our example, you could prove or disprove your hypothesis on the ideas you think will drive the most impact by executing:

1. An analysis of previous research and the performance of the different ideas 2. A survey where customers rank order the ideas 3. An actual test of the ten ideas to create a fact base on click-through rates and cost

While there are many other ways to validate the hypothesis on your prioritization , I find most people do not take this critical step in validating a hypothesis. Instead, they apply bad logic to many important decisions . An idea pops into their head, and then somehow it just becomes a fact.

One of my favorite lousy logic moments was a CEO who stated,

“I’ve never heard our customers talk about price, so the price doesn’t matter with our products , and I’ve decided we’re going to raise prices.”

Luckily, his management team was able to do a survey to dig deeper into the hypothesis that customers weren’t price-sensitive. Well, of course, they were and through the survey, they built a fantastic fact base that proved and disproved many other important hypotheses.

Why is being hypothesis-driven so important?

Imagine if medicine never actually used the scientific method. We would probably still be living in a world of lobotomies and bleeding people. Many organizations are still stuck in the dark ages, having built a house of cards on opinions disguised as facts, because they don’t prove or disprove their hypotheses. Decisions made on top of decisions, made on top of opinions, steer organizations clear of reality and the facts necessary to objectively evolve their strategic understanding and knowledge. I’ve seen too many leadership teams led solely by gut and opinion. The problem with intuition and gut is if you don’t ever prove or disprove if your gut is right or wrong, you’re never going to improve your intuition. There is a reason why being hypothesis-driven is the cornerstone of problem solving at McKinsey and every other top strategy consulting firm.

How do you become hypothesis-driven?

Most people are idea-driven, and constantly have hypotheses on how the world works and what they or their organization should do to improve. Though, there is often a fatal flaw in that many people turn their hypotheses into false facts, without actually finding or creating the facts to prove or disprove their hypotheses. These people aren’t hypothesis-driven; they are gut-driven.

The conversation typically goes something like “doing this discount promotion will increase our profits” or “our customers need to have this feature” or “morale is in the toilet because we don’t pay well, so we need to increase pay.” These should all be hypotheses that need the appropriate fact base, but instead, they become false facts, often leading to unintended results and consequences. In each of these cases, to become hypothesis-driven necessitates a different framing.

• Instead of “doing this discount promotion will increase our profits,” a hypothesis-driven approach is to ask “what are the best marketing ideas to increase our profits?” and then conduct a marketing experiment to see which ideas increase profits the most.

• Instead of “our customers need to have this feature,” ask the question, “what features would our customers value most?” And, then conduct a simple survey having customers rank order the features based on value to them.

• Instead of “morale is in the toilet because we don’t pay well, so we need to increase pay,” conduct a survey asking, “what is the level of morale?” what are potential issues affecting morale?” and what are the best ideas to improve morale?”

Beyond, watching out for just following your gut, here are some of the other best practices in being hypothesis-driven:

Listen to Your Intuition

Your mind has taken the collision of your experiences and everything you’ve learned over the years to create your intuition, which are those ideas that pop into your head and those hunches that come from your gut. Your intuition is your wellspring of hypotheses. So listen to your intuition, build hypotheses from it, and then prove or disprove those hypotheses, which will, in turn, improve your intuition. Intuition without feedback will over time typically evolve into poor intuition, which leads to poor judgment, thinking, and decisions.

Constantly Be Curious

I’m always curious about cause and effect. At Sports Authority, I had a hypothesis that customers that received service and assistance as they shopped, were worth more than customers who didn’t receive assistance from an associate. We figured out how to prove or disprove this hypothesis by tying surveys to transactional data of customers, and we found the hypothesis was true, which led us to a broad initiative around improving service. The key is you have to be always curious about what you think does or will drive value, create hypotheses and then prove or disprove those hypotheses.

Validate Hypotheses

You need to validate and prove or disprove hypotheses. Don’t just chalk up an idea as fact. In most cases, you’re going to have to create a fact base utilizing logic, observation, testing (see the section on Experimentation ), surveys, and analysis.

Be a Learning Organization

The foundation of learning organizations is the testing of and learning from hypotheses. I remember my first strategy internship at Mercer Management Consulting when I spent a good part of the summer combing through the results, findings, and insights of thousands of experiments that a banking client had conducted. It was fascinating to see the vastness and depth of their collective knowledge base. And, in today’s world of knowledge portals, it is so easy to disseminate, learn from, and build upon the knowledge created by companies.

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How Is a Hypothesis Important in Business?

Much of running a small business is a gamble, buoyed by boldness, intuition and guts. But wise business leaders also conduct formal and informal research to inform their business decisions. Good research starts with a good hypothesis, which is simply a statement making a prediction based on a set of observations. For example, if you're considering offering flexible work hours to your employees, you might hypothesize that this policy change will positively affect their productivity and contribute to your bottom line. The ultimate job of the hypothesis in business is to serve as a guidepost to your testing and research methods.

Importance of Hypothesis Testing in Business

Essentially good hypotheses lead decision-makers like you to new and better ways to achieve your business goals. When you need to make decisions such as how much you should spend on advertising or what effect a price increase will have your customer base, it's easy to make wild assumptions or get lost in analysis paralysis. A business hypothesis solves this problem, because, at the start, it's based on some foundational information. In all of science, hypotheses are grounded in theory. Theory tells you what you can generally expect from a certain line of inquiry.

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A hypothesis based on years of business research in a particular area, then, helps you focus, define and appropriately direct your research. You won't go on a wild goose chase to prove or disprove it. A hypothesis predicts the relationship between two variables. If you want to study pricing and customer loyalty, you won't waste your time and resources studying tangential areas.

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One of the most important hypotheses you'll make in growing your small business is the cost of acquiring a customer. Your viability as a business is founded on ensuring that your customers bring you more money than it costs you to get them in the door. Hypothesizing this number informs not only your pricing strategy but also your marketing efforts and the rest of your overhead expenses. You can also make predictions about the lifetime value of each customer to determine how much marketing you need to do. Businesses frequently attempt to guesstimate how long a customer will stick around and how much sales to each one will contribute to your profit.

In real life, hypotheses are honed and perfected over time through refining of your basic questions, assumptions and research methods, suggests Quickbooks. In addition, you may have more than one hypothesis to explain your observations, such as why your product failed or why morale is sinking in the office.

Forming a Hypothesis

To form a good hypothesis, you should ensure certain criteria are met when making your prediction statements. The hypothesis must be testable as a start, reports Corporate Finance Institute. Don't make the mistake of trying to prove a tautology, or a hypothesis that is always true. For example, "Our social media strategy will succeed if it's social or it will fail." In addition, your hypothesis should be based on the most up-to-date research and knowledge on the subject matter.

Don't Forget to Test It

The most important part of having a hypothesis is determining whether it's supported by the facts. The scope and formality of your research depend on your research and may simply involve examining the literature, polling your stakeholders or researching other areas. For example, in determining whether to locate your business in a pricey downtown or an exurb with no public transportation, you may look at commuting statistics of your general metropolitan area, the prevalence of carpooling, the socioeconomic status of most of your employees, as well as where your competitors are located.

• Corporate Finance Institute: Hypothesis Testing

• Encyclopedia of Management
• Hypothesis Testing

HYPOTHESIS TESTING

Social science research, and by extension business research, uses a number of different approaches to study a variety of issues. This research may be a very informal, simple process or it may be a formal, somewhat sophisticated process. Regardless of the type of process, all research begins with a generalized idea in the form of a research question or a hypothesis. A research question usually is posed in the beginning of a research effort or in a specific area of study that has had little formal research. A research question may take the form of a basic question about some issue or phenomena or a question about the relationship between two or more variables. For example, a research question might be: "Do flexible work hours improve employee productivity?" Another question might be: "How do flexible hours influence employees' work?"

A hypothesis differs from a research question; it is more specific and makes a prediction. It is a tentative statement about the relationship between two or more variables. The major difference between a research question and a hypothesis is that a hypothesis predicts an experimental outcome. For example, a hypothesis might state: "There is a positive relationship between the availability of flexible work hours and employee productivity."

Hypotheses provide the following benefits:

• They determine the focus and direction for a research effort.
• Their development forces the researcher to clearly state the purpose of the research activity.
• They determine what variables will not be considered in a study, as well as those that will be considered.
• They require the researcher to have an operational definition of the variables of interest.

The worth of a hypothesis often depends on the researcher's skills. Since the hypothesis is the basis of a research study, it is necessary for the hypothesis be developed with a great deal of thought and contemplation. There are basic criteria to consider when developing a hypothesis, in order to ensure that it meets the needs of the study and the researcher. A good hypothesis should:

• Have logical consistency. Based on the current research literature and knowledge base, does this hypothesis make sense?
• Be in step with the current literature and/or provide a good basis for any differences. Though it does not have to support the current body of literature, it is necessary to provide a good rationale for stepping away from the mainstream.
• Be testable. If one cannot design the means to conduct the research, the hypothesis means nothing.
• Be stated in clear and simple terms in order to reduce confusion.

HYPOTHESIS TESTING PROCESS

Hypothesis testing is a systematic method used to evaluate data and aid the decision-making process. Following is a typical series of steps involved in hypothesis testing:

• State the hypotheses of interest
• Determine the appropriate test statistic
• Specify the level of statistical significance
• Determine the decision rule for rejecting or not rejecting the null hypothesis
• Collect the data and perform the needed calculations
• Decide to reject or not reject the null hypothesis

Each step in the process will be discussed in detail, and an example will follow the discussion of the steps.

STATING THE HYPOTHESES.

A research study includes at least two hypotheses—the null hypothesis and the alternative hypothesis. The hypothesis being tested is referred to as the null hypothesis and it is designated as H It also is referred to as the hypothesis of no difference and should include a statement of equality (=, ≥, or £). The alternative hypothesis presents the alternative to the null and includes a statement of inequality (≠). The null hypothesis and the alternative hypothesis are complementary.

The null hypothesis is the statement that is believed to be correct throughout the analysis, and it is the null hypothesis upon which the analysis is based. For example, the null hypothesis might state that the average age of entering college freshmen is 21 years. H 0 The average age of entering college freshman = 21 years

If the data one collects and analyzes indicates that the average age of entering college freshmen is greater than or less than 21 years, the null hypothesis is rejected. In this case the alternative hypothesis could be stated in the following three ways: (1) the average age of entering college freshman is not 21 years (the average age of entering college freshmen ≠ 21); (2) the average age of entering college freshman is less than 21 years (the average age of entering college freshmen < 21); or (3) the average age of entering college freshman is greater than 21 years (the average age of entering college freshmen > 21 years).

The choice of which alternative hypothesis to use is generally determined by the study's objective. The preceding second and third examples of alternative hypotheses involve the use of a "one-tailed" statistical test. This is referred to as "one-tailed" because a direction (greater than [>] or less than [<]) is implied in the statement. The first example represents a "two-tailed" test. There is inequality expressed (age ≠ 21 years), but the inequality does not imply direction. One-tailed tests are used more often in management and marketing research because there usually is a need to imply a specific direction in the outcome. For example, it is more likely that a researcher would want to know if Product A performed better than Product B (Product A performance > Product B performance), or vice versa (Product A performance < Product B performance), rather than whether Product A performed differently than Product B (Product A performance ≠ Product B performance). Additionally, more useful information is gained by knowing that employees who work from 7:00 a.m. to 4:00 p.m. are more productive than those who work from 3:00 p.m. to 12:00 a.m. (early shift employee production > late shift employee production), rather than simply knowing that these employees have different levels of productivity (early shift employee production ≠ late shift employee production).

Both the alternative and the null hypotheses must be determined and stated prior to the collection of data. Before the alternative and null hypotheses can be formulated it is necessary to decide on the desired or expected conclusion of the research. Generally, the desired conclusion of the study is stated in the alternative hypothesis. This is true as long as the null hypothesis can include a statement of equality. For example, suppose that a researcher is interested in exploring the effects of amount of study time on tests scores. The researcher believes that students who study longer perform better on tests. Specifically, the research suggests that students who spend four hours studying for an exam will get a better score than those who study two hours. In this case the hypotheses might be: H 0 The average test scores of students who study 4 hours for the test = the average test scores of those who study 2 hours. H 1 The average test score of students who study 4 hours for the test < the average test scores of those who study 2 hours.

As a result of the statistical analysis, the null hypothesis can be rejected or not rejected. As a principle of rigorous scientific method, this subtle but important point means that the null hypothesis cannot be accepted. If the null is rejected, the alternative hypothesis can be accepted; however, if the null is not rejected, we can't conclude that the null hypothesis is true. The rationale is that evidence that supports a hypothesis is not conclusive, but evidence that negates a hypothesis is ample to discredit a hypothesis. The analysis of study time and test scores provides an example. If the results of one study indicate that the test scores of students who study 4 hours are significantly better than the test scores of students who study two hours, the null hypothesis can be rejected because the researcher has found one case when the null is not true. However, if the results of the study indicate that the test scores of those who study 4 hours are not significantly better than those who study 2 hours, the null hypothesis cannot be rejected. One also cannot conclude that the null hypothesis is accepted because these results are only one set of score comparisons. Just because the null hypothesis is true in one situation does not mean it is always true.

DETERMINING THE APPROPRIATE TEST STATISTIC.

The appropriate test statistic (the statistic to be used in statistical hypothesis testing) is based on various characteristics of the sample population of interest, including sample size and distribution. The test statistic can assume many numerical values. Since the value of the test statistic has a significant effect on the decision, one must use the appropriate statistic in order to obtain meaningful results. Most test statistics follow this general pattern:

For example, the appropriate statistic to use when testing a hypothesis about a population means is:

In this formula Z = test statistic, Χ̅ = mean of the sample, μ = mean of the population, σ = standard deviation of the sample, and η = number in the sample.

SPECIFYING THE STATISTICAL SIGNIFICANCE SEVEL.

As previously noted, one can reject a null hypothesis or fail to reject a null hypothesis. A null hypothesis that is rejected may, in reality, be true or false. Additionally, a null hypothesis that fails to be rejected may, in reality, be true or false. The outcome that a researcher desires is to reject a false null hypothesis or to fail to reject a true null hypothesis. However, there always is the possibility of rejecting a true hypothesis or failing to reject a false hypothesis.

Rejecting a null hypothesis that is true is called a Type I error and failing to reject a false null hypothesis is called a Type II error. The probability of committing a Type I error is termed α and the probability of committing a Type II error is termed β. As the value of α increases, the probability of committing a Type I error increases. As the value of β increases, the probability of committing a Type II error increases. While one would like to decrease the probability of committing of both types of errors, the reduction of α results in the increase of β and vice versa. The best way to reduce the probability of decreasing both types of error is to increase sample size.

The probability of committing a Type I error, α, is called the level of significance. Before data is collected one must specify a level of significance, or the probability of committing a Type I error (rejecting a true null hypothesis). There is an inverse relationship between a researcher's desire to avoid making a Type I error and the selected value of α; if not making the error is particularly important, a low probability of making the error is sought. The greater the desire is to not reject a true null hypothesis, the lower the selected value of α. In theory, the value of α can be any value between 0 and 1. However, the most common values used in social science research are .05, .01, and .001, which respectively correspond to the levels of 95 percent, 99 percent, and 99.9 percent likelihood that a Type I error is not being made. The tradeoff for choosing a higher level of certainty (significance) is that it will take much stronger statistical evidence to ever reject the null hypothesis.

DETERMINING THE DECISION RULE.

Before data are collected and analyzed it is necessary to determine under what circumstances the null hypothesis will be rejected or fail to be rejected. The decision rule can be stated in terms of the computed test statistic, or in probabilistic terms. The same decision will be reached regardless of which method is chosen.

COLLECTING THE DATA AND PERFORMING THE CALCULATIONS.

The method of data collection is determined early in the research process. Once a research question is determined, one must make decisions regarding what type of data is needed and how the data will be collected. This decision establishes the bases for how the data will be analyzed. One should use only approved research methods for collecting and analyzing data.

DECIDING WHETHER TO REJECT THE NULL HYPOTHESIS.

This step involves the application of the decision rule. The decision rule allows one to reject or fail to reject the null hypothesis. If one rejects the null hypothesis, the alternative hypothesis can be accepted. However, as discussed earlier, if one fails to reject the null he or she can only suggest that the null may be true.

XYZ Corporation is a company that is focused on a stable workforce that has very little turnover. XYZ has been in business for 50 years and has more than 10,000 employees. The company has always promoted the idea that its employees stay with them for a very long time, and it has used the following line in its recruitment brochures: "The average tenure of our employees is 20 years." Since XYZ isn't quite sure if that statement is still true, a random sample of 100 employees is taken and the average age turns out to be 19 years with a standard deviation of 2 years. Can XYZ continue to make its claim, or does it need to make a change?

• State the hypotheses. H 0 = 20 years H 1 ≠ 20 years
• Determine the test statistic. Since we are testing a population mean that is normally distributed, the appropriate test statistic is:
• Specify the significance level. Since the firm would like to keep its present message to new recruits, it selects a fairly weak significance level (α = .05). Since this is a two-tailed test, half of the alpha will be assigned to each tail of the distribution. In this situation the critical values of Z = +1.96 and −1.96.
• State the decision rule. If the computed value of Z is greater than or equal to +1.96 or less than or equal to −1.96, the null hypothesis is rejected.
• Calculations.
• Reject or fail to reject the null. Since 2.5 is greater than 1.96, the null is rejected. The mean tenure is not 20 years, therefore XYZ needs to change its statement.

SEE ALSO: Research Methods and Processes ; Statistics

Donna T. Mayo

Revised by Marcia Simmering

FURTHER READING:

Anderson, David R., Dennis J. Sweeney, and Thomas A. Williams. Statistics for Business and Economics. 9th ed. Mason, OH: South-Western College Publishing, 2004.

Kerlinger, Fred N., and Howard B. Lee. Foundations of Behavioral Research. 4th ed. Fort Worth, TX: Harcourt College Publishers, 2000.

Pedhazur, Elazar J., and Liora Pedhazur Schmelkin. Measurement, Design, and Analysis: An Integrated Approach. Hillsdale, NJ: Lawrence Erlbaum Associates, 1991.

Schwab, Donald P. Research Methods for Organizational Studies. Mahwah, NJ: Lawrence Erlbaum Associates, 1999.

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What is Hypothesis? Definition, Meaning, Characteristics, Sources

• Post last modified: 10 January 2022
• Reading time: 18 mins read
• Post category: Research Methodology

• What is Hypothesis?

Hypothesis is a prediction of the outcome of a study. Hypotheses are drawn from theories and research questions or from direct observations. In fact, a research problem can be formulated as a hypothesis. To test the hypothesis we need to formulate it in terms that can actually be analysed with statistical tools.

As an example, if we want to explore whether using a specific teaching method at school will result in better school marks (research question), the hypothesis could be that the mean school marks of students being taught with that specific teaching method will be higher than of those being taught using other methods.

In this example, we stated a hypothesis about the expected differences between groups. Other hypotheses may refer to correlations between variables.

Table of Content

• 1 What is Hypothesis?
• 2 Hypothesis Definition
• 3 Meaning of Hypothesis
• 4.1 Conceptual Clarity
• 4.2 Need of empirical referents
• 4.3 Hypothesis should be specific
• 4.4 Hypothesis should be within the ambit of the available research techniques
• 4.5 Hypothesis should be consistent with the theory
• 4.6 Hypothesis should be concerned with observable facts and empirical events
• 4.7 Hypothesis should be simple
• 5.1 Observation
• 5.2 Analogies
• 5.4 State of Knowledge
• 5.5 Culture
• 5.6 Continuity of Research
• 6.1 Null Hypothesis
• 6.2 Alternative Hypothesis

Thus, to formulate a hypothesis, we need to refer to the descriptive statistics (such as the mean final marks), and specify a set of conditions about these statistics (such as a difference between the means, or in a different example, a positive or negative correlation). The hypothesis we formulate applies to the population of interest.

The null hypothesis makes a statement that no difference exists (see Pyrczak, 1995, pp. 75-84).

Hypothesis Definition

A hypothesis is ‘a guess or supposition as to the existence of some fact or law which will serve to explain a connection of facts already known to exist.’ – J. E. Creighton & H. R. Smart

Hypothesis is ‘a proposition not known to be definitely true or false, examined for the sake of determining the consequences which would follow from its truth.’ – Max Black

Hypothesis is ‘a proposition which can be put to a test to determine validity and is useful for further research.’ – W. J. Goode and P. K. Hatt

A hypothesis is a proposition, condition or principle which is assumed, perhaps without belief, in order to draw out its logical consequences and by this method to test its accord with facts which are known or may be determined. – Webster’s New International Dictionary of the English Language (1956)

Meaning of Hypothesis

From the above mentioned definitions of hypothesis, its meaning can be explained in the following ways.

• At the primary level, a hypothesis is the possible and probable explanation of the sequence of happenings or data.
• Sometimes, hypothesis may emerge from an imagination, common sense or a sudden event.
• Hypothesis can be a probable answer to the research problem undertaken for study. 4. Hypothesis may not always be true. It can get disproven. In other words, hypothesis need not always be a true proposition.
• Hypothesis, in a sense, is an attempt to present the interrelations that exist in the available data or information.
• Hypothesis is not an individual opinion or community thought. Instead, it is a philosophical means which is to be used for research purpose. Hypothesis is not to be considered as the ultimate objective; rather it is to be taken as the means of explaining scientifically the prevailing situation.

The concept of hypothesis can further be explained with the help of some examples. Lord Keynes, in his theory of national income determination, made a hypothesis about the consumption function. He stated that the consumption expenditure of an individual or an economy as a whole is dependent on the level of income and changes in a certain proportion.

Later, this proposition was proved in the statistical research carried out by Prof. Simon Kuznets. Matthus, while studying the population, formulated a hypothesis that population increases faster than the supply of food grains. Population studies of several countries revealed that this hypothesis is true.

Validation of the Malthus’ hypothesis turned it into a theory and when it was tested in many other countries it became the famous Malthus’ Law of Population. It thus emerges that when a hypothesis is tested and proven, it becomes a theory. The theory, when found true in different times and at different places, becomes the law. Having understood the concept of hypothesis, few hypotheses can be formulated in the areas of commerce and economics.

• Population growth moderates with the rise in per capita income.
• Sales growth is positively linked with the availability of credit.
• Commerce education increases the employability of the graduate students.
• High rates of direct taxes prompt people to evade taxes.
• Good working conditions improve the productivity of employees.
• Advertising is the most effecting way of promoting sales than any other scheme.
• Higher Debt-Equity Ratio increases the probability of insolvency.
• Economic reforms in India have made the public sector banks more efficient and competent.
• Foreign direct investment in India has moved in those sectors which offer higher rate of profit.
• There is no significant association between credit rating and investment of fund.

Characteristics of Hypothesis

Not all the hypotheses are good and useful from the point of view of research. It is only a few hypotheses satisfying certain criteria that are good, useful and directive in the research work undertaken. The characteristics of such a useful hypothesis can be listed as below:

Conceptual Clarity

Need of empirical referents, hypothesis should be specific, hypothesis should be within the ambit of the available research techniques, hypothesis should be consistent with the theory, hypothesis should be concerned with observable facts and empirical events, hypothesis should be simple.

The concepts used while framing hypothesis should be crystal clear and unambiguous. Such concepts must be clearly defined so that they become lucid and acceptable to everyone. How are the newly developed concepts interrelated and how are they linked with the old one is to be very clear so that the hypothesis framed on their basis also carries the same clarity.

A hypothesis embodying unclear and ambiguous concepts can to a great extent undermine the successful completion of the research work.

A hypothesis can be useful in the research work undertaken only when it has links with some empirical referents. Hypothesis based on moral values and ideals are useless as they cannot be tested. Similarly, hypothesis containing opinions as good and bad or expectation with respect to something are not testable and therefore useless.

For example, ‘current account deficit can be lowered if people change their attitude towards gold’ is a hypothesis encompassing expectation. In case of such a hypothesis, the attitude towards gold is something which cannot clearly be described and therefore a hypothesis which embodies such an unclean thing cannot be tested and proved or disproved. In short, the hypothesis should be linked with some testable referents.

For the successful conduction of research, it is necessary that the hypothesis is specific and presented in a precise manner. Hypothesis which is general, too ambitious and grandiose in scope is not to be made as such hypothesis cannot be easily put to test. A hypothesis is to be based on such concepts which are precise and empirical in nature. A hypothesis should give a clear idea about the indicators which are to be used.

For example, a hypothesis that economic power is increasingly getting concentrated in a few hands in India should enable us to define the concept of economic power. It should be explicated in terms of measurable indicator like income, wealth, etc. Such specificity in the formulation of a hypothesis ensures that the research is practicable and significant.

While framing the hypothesis, the researcher should be aware of the available research techniques and should see that the hypothesis framed is testable on the basis of them. In other words, a hypothesis should be researchable and for this it is important that a due thought has been given to the methods and techniques which can be used to measure the concepts and variables embodied in the hypothesis.

It does not however mean that hypotheses which are not testable with the available techniques of research are not to be made. If the problem is too significant and therefore the hypothesis framed becomes too ambitious and complex, it’s testing becomes possible with the development of new research techniques or the hypothesis itself leads to the development of new research techniques.

A hypothesis must be related to the existing theory or should have a theoretical orientation. The growth of knowledge takes place in the sequence of facts, hypothesis, theory and law or principles. It means the hypothesis should have a correspondence with the existing facts and theory.

If the hypothesis is related to some theory, the research work will enable us to support, modify or refute the existing theory. Theoretical orientation of the hypothesis ensures that it becomes scientifically useful. According to Prof. Goode and Prof. Hatt, research work can contribute to the existing knowledge only when the hypothesis is related with some theory.

This enables us to explain the observed facts and situations and also verify the framed hypothesis. In the words of Prof. Cohen and Prof. Nagel, “hypothesis must be formulated in such a manner that deduction can be made from it and that consequently a decision can be reached as to whether it does or does not explain the facts considered.”

If the research work based on a hypothesis is to be successful, it is necessary that the later is as simple and easy as possible. An ambition of finding out something new may lead the researcher to frame an unrealistic and unclear hypothesis. Such a temptation is to be avoided. Framing a simple, easy and testable hypothesis requires that the researcher is well acquainted with the related concepts.

Sources of Hypothesis

Hypotheses can be derived from various sources. Some of the sources is given below:

Observation

State of knowledge, continuity of research.

Hypotheses can be derived from observation from the observation of price behavior in a market. For example the relationship between the price and demand for an article is hypothesized.

Analogies are another source of useful hypotheses. Julian Huxley has pointed out that casual observations in nature or in the framework of another science may be a fertile source of hypotheses. For example, the hypotheses that similar human types or activities may be found in similar geophysical regions come from plant ecology.

This is one of the main sources of hypotheses. It gives direction to research by stating what is known logical deduction from theory lead to new hypotheses. For example, profit / wealth maximization is considered as the goal of private enterprises. From this assumption various hypotheses are derived’.

An important source of hypotheses is the state of knowledge in any particular science where formal theories exist hypotheses can be deduced. If the hypotheses are rejected theories are scarce hypotheses are generated from conception frameworks.

Another source of hypotheses is the culture on which the researcher was nurtured. Western culture has induced the emergence of sociology as an academic discipline over the past decade, a large part of the hypotheses on American society examined by researchers were connected with violence. This interest is related to the considerable increase in the level of violence in America.

The continuity of research in a field itself constitutes an important source of hypotheses. The rejection of some hypotheses leads to the formulation of new ones capable of explaining dependent variables in subsequent research on the same subject.

Null and Alternative Hypothesis

Null hypothesis.

The hypothesis that are proposed with the intent of receiving a rejection for them are called Null Hypothesis . This requires that we hypothesize the opposite of what is desired to be proved. For example, if we want to show that sales and advertisement expenditure are related, we formulate the null hypothesis that they are not related.

Similarly, if we want to conclude that the new sales training programme is effective, we formulate the null hypothesis that the new training programme is not effective, and if we want to prove that the average wages of skilled workers in town 1 is greater than that of town 2, we formulate the null hypotheses that there is no difference in the average wages of the skilled workers in both the towns.

Since we hypothesize that sales and advertisement are not related, new training programme is not effective and the average wages of skilled workers in both the towns are equal, we call such hypotheses null hypotheses and denote them as H 0 .

Alternative Hypothesis

Rejection of null hypotheses leads to the acceptance of alternative hypothesis . The rejection of null hypothesis indicates that the relationship between variables (e.g., sales and advertisement expenditure) or the difference between means (e.g., wages of skilled workers in town 1 and town 2) or the difference between proportions have statistical significance and the acceptance of the null hypotheses indicates that these differences are due to chance.

As already mentioned, the alternative hypotheses specify that values/relation which the researcher believes hold true. The alternative hypotheses can cover a whole range of values rather than a single point. The alternative hypotheses are denoted by H 1 .

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Hypothesis Testing: A Step-by-Step Guide With Easy Examples

Introduction  

When we hear the word ‘hypothesis,’ the first thing that comes to our mind is a kind of theory. Assuming and explaining theories is a fundamental part of Business Analytics. In the past few years, the field of Business Analytics has proliferated and made several advancements. As the number of people interested in its statistical applications in business has increased, the concept of hypothesis testing has grabbed everyone’s attention.

Let us find out more about testing of hypothesis and the different steps through which you can write a hypothesis.  

What is Hypothesis?  

A hypothesis’s general definition says, “Hypothesis is an assumption made based on some evidence.” It is a theory you propose about what will happen in the future based on current circumstances. Proposing a hypothesis is the first and most important step of any research or investigation as it decides the future path of the research/investigation and can lead it to a faithful and acceptable answer.  

Key Points of a Hypothesis  

• The assumptions made while proposing the theory should be precise and based on proper evidence.  
• The hypothesis should target a specific topic only and should have the scope to conduct various experiments for proving the assumptions.  
• The sources used for developing a hypothesis must be based on scientific theories, common patterns that affect the thought process of the people, and observations made in past research programs on the same topic.  

Types of Hypotheses With Examples  

There are multiple types of hypotheses which are described below.  

1. Simple Hypothesis

As the name suggests, a simple hypothesis is pretty simple to work on. It just deals with a single independent variable and one dependent variable. While proving a simple hypothesis, you just have to confirm that these two variables are linked.  

Example: If you eat more vegetables, you will be safe from heart disease. Here eating vegetables is an independent variable and staying safe from heart disease is a dependent variable.  

2. Complex Hypothesis  

Unlike a simple hypothesis, a complex hypothesis deals with multiple dependent and independent variables in the assumption simultaneously. The involvement of multiple variables makes the hypothesis more accurate and more difficult to prove simultaneously.  

Example: Age, diet, and weight affect the chances of diseases like diabetes or blood pressure. Age, diet, and weight are independent variables, and diabetes and blood pressure are dependent variables.  

3. Null Hypothesis  

The null hypothesis is the opposite of the simple hypothesis. Where a simple hypothesis tries to establish a link between the dependent and the independent variables, the Null hypothesis tries to prove that there’s no link between the given variables. Simply put, it tries to prove a statement opposite to the proposed hypothesis. It is represented as H0.  

Example: Age and daily routine affect the chances of heart disease. In a Null hypothesis, you will try to prove that there is no relation between the given factors, i.e., age, weight, and heart disease.  

4. Alternative Hypothesis  

An alternative hypothesis tries to disapprove the assumptions or statements proposed in a null hypothesis. Generally, alternative and null hypotheses are used together. An alternative hypothesis is represented as HA.  

  It is to be noted that H0 ≠ H A.   The alternate hypothesis further branches into two categories:  

• Directional Hypothesis: The result obtained through this type of alternative hypothesis is either negative or positive. It is represented by adding ‘>’ or ‘<‘ along with the HA symbol.
• Non-Directional Hypothesis: This type of hypothesis only clarifies the dependency of the dependent variables on the independent variable. It does not state anything about the result being positive or negative.  

  Example:  

Age and daily routine affect the chances of heart disease. In an Alternative Hypothesis, you will try to prove that age and daily routine affect heart disease chances.  

• If you prove the result is positive or negative, i.e., age and daily routine do or do not affect the chances of heart disease, it is a directional hypothesis  
• If you only prove that the chances of heart disease depend on variables like age and daily routine, it is a non-directional hypothesis.  

5. Logical Hypothesis  

Logical hypotheses cannot be proved with the help of scientific evidence. The assumptions made in a logical hypothesis are based on some logical explanation that backs up our assumptions. Logical hypotheses are mostly used in philosophy, and as the assumptions made are often too complex or simply unrealistic, they are untestable, and we have to rely on logical explanations.  

Dinosaurs are related to the reptile family as both have scales. As the dinosaurs are extinct, we cannot test the given hypothesis and rely on our logical explanation on, not the experimental data.  

6. Empirical Hypothesis  

It is the complete opposite of the Logical Hypothesis. The assumptions made in an Empirical Hypothesis are based on empirical data and proved through scientific testing and analysis.    

It is divided into two parts, namely theoretical and empirical. Both methods of research rely on testing that can be verified through experimental data. So, unlike logical hypotheses, an empirical hypothesis can be and will be tested.  

Vegetables grow faster in cold climates as compared to warm and humid climates. The assumption stated here can be thoroughly tested through scientific methods.  

7. Statistical Hypothesis  

Statistical Hypothesis makes use of large statistical datasets to obtain results that consider larger populations.  This type of hypothesis is used when we have to take into consideration all the possible cases present in the assumptions made in the hypothesis. It makes use of datasets or samples so that conclusions can be drawn from the broader dataset. For this, you may conduct tests for sufficient samples and obtain results with high accuracy that would remain stable across all the datasets.  

Men in the U.S.A. are taller than men in India. It is simply impossible to measure the height of all the men present in India and the U.S.A., but by conducting the test on sufficient samples, you can obtain results with high accuracy that would remain constant over different samples.  

What Makes a Good Hypothesis?  

Before developing a good hypothesis, you must consider a few points.  

• Do the assumptions made in the hypothesis consist of dependent or independent variables?  
• Can you conduct safety tests for your assumptions in the hypothesis?  
• Are there any other alternative assumptions present that you can take into consideration?  

Characteristics of a Good Hypothesis –  

1. Candid Language  

Make use of simple language in your hypothesis instead of being vague. Try to focus on the given topic through your assumptions; it should be simple yet justifiable. The use of candid language makes the hypothesis more understandable and reachable to the common people.  

2. Cause and Effect  

Understand the assumptions made in the hypothesis. For example, the cause of the assumption, the effect of the assumption being accepted or rejected, etc. Try to back up your assumptions with the help of proper scientific data and explanations.  

3. The Independent and Dependent Variables  

Before starting to write a hypothesis, figure out the number of dependent and independent variables in the hypothesis. This will help you make proper assumptions to establish a link between these variables or to prove that these variables are not interlinked. It will also help you to prepare a mind map for your hypothesis.  

4. Accurate Results  

One of the most important characteristics of a good hypothesis is the accuracy of the results. Hypotheses are generally used to predict the future based on current scenarios. This can help to figure out the problems that may arise in the future and find solutions accordingly.  

5. Adherence to Ethics  

Sticking to ethics while working on any research project is very important. You get an idea about the research structure through the generally followed ethics beforehand. It helps to guide the research project or hypothesis in a fruitful direction.  

6. Testable Predictions  

The conditions used in the hypothesis research project should be easily testable. This helps to make the results of the hypothesis more accurate and reliable. Before starting the research on the assumptions in the hypothesis, you should be aware of all the different ways that can be used to make the hypothesis applicable to modern testing methodologies.  

How to Write a Hypothesis?  

Well, there are many ways to write a hypothesis; here are the six most efficient and important steps that will help you craft a strong hypothesis:  

Step 1: Ask a Question  

The first and most important step of writing a hypothesis is deciding upon the questions or assumptions you will implement in your research. A hypothesis can’t be based on random questions or general thoughts. The questions you decide must be approachable and testable as it forms the foundation of your project.  

Step 2: Carry out Preliminary Research  

Once you have decided on the questions and assumptions to be included in your hypothesis, you should start your preliminary research on the same. For that, you should start reading older research papers on the topic, go through the web, collect the data, prepare the dataset for the experiments, etc.  

Step 3: Define Your Variables  

After conducting the preliminary research, you need to define the number of variables present in your assumption and classify them into dependent and independent variables. It will help you to conduct further research and establish a link between them or prove that there is no link between them.  

Step-4: Collect Data to Support Your Hypothesis  

After classifying the variables and conducting the basic preliminary research, you need to start collecting evidence and data that will help you support your hypothesis. This data will help you test your assumptions and infer statistical results about your interesting dataset.

Step-5: Perform Statistical Tests  

The data you have collected from the above step can be used to perform different statistical tests.   The type of tests you perform depends on the data you collect. All the different tests are based on in-group variance and between-group variance. Depending on the variance, your statistical test will reflect a high or low p-value.    

After performing the tests, you should prepare a draft for writing down your hypothesis.  

Step-6: Present It in an If-Then Form  

Now that everything has been done, it is time to write down your hypothesis. Considering your draft, you should write down the hypothesis accordingly and ensure that it satisfies all the conditions like simple and to-the-point language, accurate results, relevant evidence and data sources, etc. The final hypothesis should be well-framed and address the topic clearly.  

Conclusion  

Research and hypothesis testing are an important part of the Business Analytics field. To write a good hypothesis or research, you need to conduct a good amount of research. Since you know about the different types of hypotheses and how to write a good hypothesis, writing a good and strong hypothesis by yourself is now much easier! If you want to pursue a career in the field of Business Analytics, you can check out the Integrated Program In Business Analytics by UNext Jigsaw. We hope now you understand “ what is hypothesis testing ?” and hypothesis testing steps in detail.

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