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Home→The Westburn Dictionary of Marketing→N→null hypothesis

null hypothesis

Definition:
In inferential statistics, the null hypothesis is what the statistical test allows one to decide as being unlikely. One constructs a no-difference or no-effect null hypothesis and the test informs the researcher that the null hypothesis is extremely unlikely. The researcher then accepts the hypothesis that he is really interested in.

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Stephen K. Tagg], [1998].