Marketing Communications

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Marketing Communications
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Hypotheses are often formulated in a pattern that either one or the other assumption is true. After the
formulation of hypotheses, the researcher will collect and investigate data or information relating to such
hypotheses so as to decide whether they are real or null. Null hypotheses are often rejected. The main
objectives of hypotheses include:

•    To direct a researcher in organizing his focus among different available variables in

the problem.

•    To transform the researcher’s ideas into testable forms

•    To suggest explanation for certain facts and guide investigation of other facts in the problem.

•    To offer a tentative answer to the research problem.

•    To serve as a useful guide in the research design for effectiveness and collection of

relevant data.

TYPES OF HYPOTHESIS

1. NULL HYPOTHESIS is a statement indicating that there is no relationship existing between
   the characteristic of the subjects being studied or there is no difference between the
   experimental treatments on the subject of study. It shows that there is no contradiction
   between the believed mean and the sample mean.


2. ALTERNATIVE HYPOTHESIS is the other statement that is opposite to the null hypothesis.
   It is an hypothesis that shows difference or contain statement of inequality. In a survey
   research, this hypothesis is often accepted for further investigation and research.

GUIDELINES FOR FORMULATING GOOD HYPOTHESIS

1. The statement should be about the expected relationship between the variables being
   investigated in a research problem.


2. Hypothesis must indicate clear implications for testing the relationship


3. It should be a brief, concise and clear statement.


4. The statement should be made in a way that it can be tested and found to be real or unreal.


5. The statement should indicate measurable variables, stated in simple forms.


6. The statement must identify variables and suggest relationship existing or that can exist
   between the variables.


7. Hypotheses must be formulated from existing data in the problem under investigation.