Application of Chi Square Test in Marketing Research

Codruţa Dura () and Imola Driga
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Codruţa Dura: University of Petroşani, Romania

Annals of the University of Petrosani, Economics, 2017, vol. 17, issue 2, 79-90

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.

Keywords: chi square test; SPSS; null hypothesis; cross-tabulation (search for similar items in EconPapers)
JEL-codes: C14 M21 M31 (search for similar items in EconPapers)
Date: 2017
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