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When, at the End of a Campaign, a Key Manager

question 24

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When, at the end of a campaign, a key manager asks what the recognition level would have been had no advertising occurred, you can tactfully respond with the findings from a pretest you conducted.

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Definitions:

P-Value

In hypothesis testing, the probability of observing the test results, or more extreme results, if the null hypothesis is true, used to determine statistical significance.

Null Hypothesis

A statistical hypothesis that suggests there is no significant difference between specified populations, any observed difference being due to sampling or experimental error.

P-Value

In statistical hypothesis testing, the probability of obtaining test results at least as extreme as the ones observed during the study, assuming that the null hypothesis is true.

Null Hypothesis

A default position that there is no difference or effect, in statistics, until evidence suggests otherwise.

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