Chapter 15

Quantitative Data Analysis:

Hypothesis Testing

Slide 15-2
 Type
Type II Errors,
Errors, Type
Type IIII Errors
Errors and
and
Statistical
Statistical Power
Power

 Type I error (): the probability of rejecting

the null hypothesis when it is actually
true.

 Type II error (): the probability of failing

to reject the null hypothesis given that the
alternative hypothesis is actually true.

 Statistical power (1 - ): the probability of

correctly rejecting the null hypothesis.
Slide 15-3
 Choosing
Choosing the
the Appropriate
Appropriate Statistical
Statistical
Technique
Technique

Slide 15-4
 Testing
Testing Hypotheses
Hypotheses on
on aa Single
Single Mean
Mean

 One sample t-test: statistical technique

that is used to test the hypothesis that the
mean of the population from which a
sample is drawn is equal to a comparison
standard.

Slide 15-5
 Testing
Testing Hypotheses
Hypotheses about
about Two
Two Related
Related
Means
Means
 Paired samples t-test: examines
differences in same group before and
after a treatment.
 The Wilcoxon signed-rank test: a non-
parametric test for examining significant
differences between two related samples
or repeated measurements on a single
sample. Used as an alternative for a
paired samples t-test when the population
cannot be assumed to be normally
distributed.
Slide 15-6
 Testing
Testing Hypotheses
Hypotheses about
about Two
Two Related
Related
Means
Means -- 22

 McNemar's test: non-parametric method

used on nominal data. It assesses the
significance of the difference between two
dependent samples when the variable of
interest is dichotomous. It is used
primarily in before-after studies to test for
an experimental effect.

Slide 15-7
 Testing
Testing Hypotheses
Hypotheses about
about Two
Two Unrelated
Unrelated
Means
Means

 Independent samples t-test: is done to see

if there are any significant differences in
the means for two groups in the variable
of interest.

Slide 15-8
 Testing
Testing Hypotheses
Hypotheses about
about Several
Several Means
Means

 ANalysis Of VAriance (ANOVA) helps to

examine the significant mean differences
among more than two groups on an
interval or ratio-scaled dependent
variable.

Slide 15-9
 Regression Analysis

 Simple regression analysis is used in a

situation where one metric independent
variable is hypothesized to affect one
metric dependent variable.

Slide 15-10
 Scatter plot
100

80
LKLHD_DATE

60

40

20

30 40 50 60 70 80 90
PHYS_ATTR

Slide 15-11
 Simple Linear Regression

Yi   0   1  X i   i

ˆ1 ? `0
ˆ 0
1

̂ 0

Slide 15-12
 Ordinary
Ordinary Least
Least Squares
Squares Estimation
Estimation

n
Minimize e
i 1
2
i

Yi
ei
ˆi
Y

Xi
Slide 15-13
 SPSS
Analyze  Regression  Linear
Model Summary

Adjusted Std. Error of

Model R R Square R Square the Estimate
1 .841 .707 .704 5.919

ANOVA

Sum of
Model Squares df Mean Square F Sig.
1 Regression 8195.319 1 8195.319 233.901 .000
Residual 3398.640 97 35.038
Total 11593.960 98

Slide 15-14
 SPSS cont’d

Coefficients

Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 34.738 2.065 16.822 .000
PHYS_ATTR .520 .034 .841 15.294 .000

Slide 15-15
 Model Validation
1. Face validity: signs and magnitudes make
sense
2. Statistical validity:
 Model fit: R2
 Model significance: F-test
 Parameter significance: t-test
 Strength of effects: beta-coefficients
 Discussion of multicollinearity:
correlation matrix
3. Predictive validity: how well the model
predicts
 Out-of-sample forecast errors
Slide 15-16
 SPSS

Model Summary

Adjusted Std. Error of

Model R R Square R Square the Estimate
1 .841 .707 .704 5.919

Slide 15-17
 Measure of Overall Fit: R22
 R2 measures the proportion of the variation in
y that is explained by the variation in x.

 R2 = total variation – unexplained variation

total variation

 R2 takes on any value between zero and one:

 R2 = 1: Perfect match between the line and
the data points.
 R2 = 0: There is no linear relationship
between x and y.
Slide 15-18
 SPSS

Model Summary

Adjusted Std. Error of

Model R R Square R Square the Estimate
1 .841 .707 .704 5.919

= r(Likelihood to Date, Physical Attractiveness)

Slide 15-19
 Model Significance

 H0: 0 = 1 = ... = m = 0 (all parameters are

zero)
H1: Not H0

Slide 15-20
 Model Significance

 H0: 0 = 1 = ... = m = 0 (all parameters are zero)

H1: Not H0

 Test statistic (k = # of variables excl. intercept)

F = (SSReg/k) ~ Fk, n-1-k

(SSe/(n – 1 – k)

SSReg = explained variation by regression

Slide 15-21
SSe = unexplained variation by regression
 SPSS

ANOVA

Sum of
Model Squares df Mean Square F Sig.
1 Regression 8195.319 1 8195.319 233.901 .000
Residual 3398.640 97 35.038
Total 11593.960 98

Slide 15-22
 Parameter Significance
 Testing that a specific parameter is
significant (i.e., j  0)

 H0: j = 0
H1: j  0

 Test-statistic: t = bj/SEj ~ tn-k-1

with bj = the estimated coefficient for j

Slide 15-23
SEj = the standard error of bj
 SPSS cont’d

Coefficients

Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 34.738 2.065 16.822 .000
PHYS_ATTR .520 .034 .841 15.294 .000

Slide 15-24
 Conceptual Model

+
Physical Likelihood
Attractiveness to Date

Slide 15-25
 Multiple Regression Analysis
Analysis

 We use more than one (metric or non-

metric) independent variable to explain
variance in a (metric) dependent variable.

Slide 14-26
 Conceptual Model

Perceived
Intelligence +

+
Physical Likelihood
Attractiveness to Date

Slide 15-27
 Model Summary

Adjusted Std. Error of

Model R R Square R Square the Estimate
1 .844 .712 .706 5.895

ANOVA

Sum of
Model Squares df Mean Square F Sig.
1 Regression 8257.731 2 4128.866 118.808 .000
Residual 3336.228 96 34.752
Total 11593.960 98

Coefficients

Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 31.575 3.130 10.088 .000
PERC_INTGCE .050 .037 .074 1.340 .183
PHYS_ATTR .523 .034 .846 15.413 .000

Slide 15-28
 Conceptual Model

Gender
Perceived
Intelligence + +

+
Physical Likelihood
Attractiveness to Date

Slide 15-29
 Moderators
 Moderator is qualitative (e.g., gender, race,
class) or quantitative (e.g., level of reward) that
affects the direction and/or strength of the
relation between dependent and independent
variable

 Analytical representation

Y = ß0 + ß1X1 + ß2X2 + ß3X1X2

with Y = DV
X1 = IV
Slide 15-30
X2 = Moderator
 Model Summary

Adjusted Std. Error of

Model R R Square R Square the Estimate
1 .910 .828 .821 4.601

ANOVA

Sum of
Model Squares df Mean Square F Sig.
1 Regression 9603.938 4 2400.984 113.412 .000
Residual 1990.022 94 21.170
Total 11593.960 98

Slide 15-31
 Coefficients

Coefficients

Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 32.603 3.163 10.306 .000
PERC_INTGCE .000 .043 .000 .004 .997
PHYS_ATTR .496 .027 .802 18.540 .000
GENDER -.420 3.624 -.019 -.116 .908
PI_GENDER .127 .058 .369 2.177 .032

interaction significant effect on dep. var.

Slide 15-32
 Conceptual Model
Gender
Perceived
Intelligence + +

+
Physical Likelihood
Attractiveness to Date

+
Communality of +
Perceived Fit
Interests

Slide 15-33
 Mediating/intervening variable
 Accounts for the relation between the independent
and dependent variable

 Analytical representation
1. Y = ß0 + ß1X
=> ß1 is significant

2. M = ß2 + ß3X
=> ß3 is significant
With Y = DV
3. Y = ß4 + ß5X + ß6M X = IV
M = mediator
Slide 15-34
=> ß5 is not significant
 Step 1

Mode l Summary

Adjus ted St d. Error of

Model R R Square R Square the E stimate
1 .963 .927 .923 3. 020

ANOVA

Sum of
Model Squares df Mean Square F Sig.
1 Regression 10745.603 5 2149.121 235.595 .000
Residual 848.357 93 9.122
Total 11593.960 98

Slide 15-35
 Step 1 cont’d

Coefficients

Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Cons tant) 17.094 2.497 6.846 .000
PERC_INTGCE .030 .029 .044 1.039 .301
PHYS_ATTR .517 .018 .836 29.269 .000
GENDER -.783 2.379 -.036 -.329 .743
PI_GENDER .122 .038 .356 3.201 .002
COMM_INTER .212 .019 .319 11.187 .000

significant effect on dep. var.

Slide 15-36
 Step 2

Mode l Summ ary

Adjus ted St d. Error of

Model R R Square R Square the Estimate
1 .977 .955 .955 2. 927

ANOVA

Sum of
Model Squares df Mean Square F Sig.
1 Regression 17720.881 1 17720.881 2068.307 .000
Residual 831.079 97 8.568
Total 18551.960 98

Slide 15-37
 Step 2 cont’d

Coefficients

Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Cons tant) 8.474 1.132 7.484 .000
COMM_INTER .820 .018 .977 45.479 .000

significant effect on mediator

Slide 15-38
 Step 3

Mode l Summ ary

Adjus ted St d. Error of

Model R R Square R Square the Estimate
1 .966 .934 .930 2.885

ANOVA

Sum of
Model Squares df Mean Square F Sig.
1 Regression 10828.336 6 1804.723 216.862 .000
Residual 765.624 92 8.322
Total 11593.960 98

Slide 15-39
 Step 3 cont’d

Coefficients

Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Cons tant) 14.969 2.478 6.041 .000
PERC_INTGCE .019 .028 .028 .688 .493
PHYS_ATTR .518 .017 .839 30.733 .000
GENDER -2.040 2.307 -.094 -.884 .379
PI_GENDER .142 .037 .412 3.825 .000
COMM_INTER -.051 .085 -.077 -.596 .553
PERC_FIT .320 .102 .405 3.153 .002

insignificant effect of indep. var on dep. Var.

significant effect of mediator on dep. var.

Slide 15-40