Chapter 15

Quantitative Data Analysis:

Hypothesis Testing

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 Type I Errors, Type II Errors and Statistical
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.
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 Choosing the Appropriate Statistical
Technique

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 Testing Hypotheses on a Single 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.

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 Testing Hypotheses about Two Related
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.

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 Testing Hypotheses about Two Related
Means - 2
• 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.

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 Testing Hypotheses about Two Unrelated
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.

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 Testing Hypotheses about Several 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.

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 Regression Analysis
• Simple regression analysis is used in a
situation where one metric independent
variable is hypothesized to affect one metric
dependent variable.

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 Scatter plot

100

80
LKLHD_DATE

60

40

20

30 40 50 60 70 80 90

PHYS_ATTR

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 Simple Linear Regression

Yi   0  1  X i   i

̂ˆ0
̂ 1 ? `0
1

ˆ0

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 Ordinary Least Squares Estimation

n
Minimize e
i 1
2
i

Yi
Yˆi
ei

Xi
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 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

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 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

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 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

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 SPSS

Model Summary

Adjusted Std. Error of

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

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 Measure of Overall Fit: R 2

• 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.

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 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)

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 Model Significance
• H0: 0 = 1 = ... = m = 0 (all parameters are zero)

H1: Not H0

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 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

SSe = unexplained variation by regression

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 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

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 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

SEj = the standard error of bj

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 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

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 Conceptual Model

+
Physical Likelihood
Attractiveness to Date

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 Multiple Regression Analysis
• We use more than one (metric or non-metric)
independent variable to explain variance in a
(metric) dependent variable.

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 Conceptual Model

Perceived
Intelligence +

+
Physical Likelihood
Attractiveness to Date

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 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
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 Conceptual Model

Gender
Perceived
Intelligence + +

+
Physical Likelihood
Attractiveness to Date

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 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
X2 = Moderator

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 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

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 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.

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 Conceptual Model

Gender
Perceived
Intelligence + +

+
Physical Likelihood
Attractiveness to Date

+
Communality of +
Perceived Fit
Interests

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 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

3. Y = ß4 + ß5X + ß6M
=> ß5 is not significant
=> ß6 is significant
With Y = DV
X = IV
M = mediator
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 Step 1

Mode l Summary

Adjus ted Std. Error of

Model R R Square R Square the Estimate
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

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 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.

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 Step 2

Mode l Summary

Adjus ted Std. 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

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 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

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 Step 3

Mode l Summary

Adjus ted Std. 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

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 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.
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