Dependent Variable and Hypothesis Research Proposal

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The data collected will be ordinal, largely strongly agree, agree, disagree, strongly disagree type of answers. This is practical because we are trying to gauge not only whether the sentiment exists, but the intensity of the sentiment on the part of the consumer. The decision rule that will confirm or deny the hypothesis is the correlation of responses indicating fear of West Nile and responses indicating that this drives a purchase of longer-sleeved shirts. A statistically significant correlation must exist in order to prove the null hypothesis. The two co-workers who disagree will need to both be happy with the decision.

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In this case, the respondents should indicate a level of concern about West Nile and a purchasing decision with greater intensity than "agree" in order to demonstrate intent. This is a more conservative approach, but the cost of action in this case is likely higher than the cost of inaction, so Ms Szekely should have to demonstrate clearly that her view is backed up by research in order to justify the additional expense….....

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