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What is Hypothesis Testing

Chapter 25

Handbook of Research on Managing and Influencing Consumer Behavior

The rational framework for applying statistical tests. The main question we usually wish to extract from a statistic is whether the sample data is significant or not. There are two hypotheses that are possible - H 0 : the null hypothesis, and H A : the alternative hypothesis. The art of statistics is in finding good ways of formulating criteria, based on the value of one more statistics, to either accept or reject the null hypothesis H0.

Published in Chapter:

Knowledge Management as a Tool for Influencing Customers: Revisited

Richard Brunet-Thornton (University of Economics, Prague, Czech Republic), Petra Marešová (University of Hradec Králové, Czech Republic), Vladimír Bureš (City University of Seattle, Slovakia), and Tereza Otčenášková (University of Hradec Králové, Czech Republic)

Source Title: Handbook of Research on Managing and Influencing Consumer Behavior

DOI: 10.4018/978-1-4666-6547-7.ch025

Abstract

This chapter revisits an earlier published model of the Cost-Benefit Analysis method focused on KM projects. Although it continues to centre on the customer and the general market environment as knowledge sources used to evaluate the appropriateness of a Knowledge Management (KM) project, it expands the discussion to incorporate the latest research on this topic. In addition, the tangible and intangible benefits of a successful KM deployment continue to be stressed; it highlights the various barriers and sets recommendations that may be pursued. Given the on-going nature of this condition in the Czech Republic, the authors continue to pursue an active research protocol.

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