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Application of Chi Square Test in Marketing Research

Author

Listed:
  • Codruţa Dura

    (University of Petroşani, Romania)

  • Imola Drigă

    (University of Petroşani, Romania)

Abstract

The paper brings into focus the usefulness of chi square test in the field of marketing research. A chi square test represents a statistical tool based on the chi-square distribution of probability, which is easy to apply by a non-mathematician researcher in order to provide an efficient business solution. Therefore, the paper discusses chi-square test requirements and methodology, along with conditions that determine the researcher in marketing to reject or to retain the null hypothesis. Further on, we aim at solving a specific marketing problem with the help of the chi-square test. Our approach involves both” the classical” procedure employed in order to apply a chi-square test and the modern way of finding the solution, which implies the involvement of the SPSS soft.

Suggested Citation

  • Codruţa Dura & Imola Drigă, 2017. "Application of Chi Square Test in Marketing Research," Annals of the University of Petrosani, Economics, University of Petrosani, Romania, vol. 17(2), pages 79-90.
    • Handle: RePEc:pet:annals:v:17:y:2017:i:2:p:79-90
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    File URL: https://www.upet.ro/annals/economics/pdf/2017/p2/Dura-Driga.pdf
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    More about this item

    Keywords

    chi square test; SPSS; null hypothesis; cross-tabulation;
    All these keywords.

    JEL classification:

    • C14 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Semiparametric and Nonparametric Methods: General
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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