Research Topics:

Data Analysis | Quantitative Research

Industry/Market Focus:

Consumers

Content Type:

Glossary

Alternative Hypothesis Definition

What is believed to be true if the null hypothesis is false. Also known as the research hypothesis.

In marketing research, an alternative hypothesis is a statement that contradicts or challenges the null hypothesis. A null hypothesis says there is no difference between two or more sets of findings. An alternative hypothesis, in representing a researcher's theory or expected outcome, says there is significant relationship or effect between variables being studied. The alternative hypothesis is key for market researchers to create strong hypotheses en route to gathering data, studying data and forming conclusions about market-related studies. The bottom line here is strong, market-driven decisions can be crafted.

Who relies on an alternative hypothesis?

Marketing researchers and analysts use the alternative hypothesis as a crucial part of their studies when researchers aim to support or reject the null hypothesis based on empirical evidence.

Why should I care about an alternative hypothesis?

Understanding the alternative hypothesis is critical because it helps identify potential patterns, trends or relationships between variables, which can guide strategic marketing initiatives and product development. In conclusion, properly constructed alternative hypotheses can lead to the creation of valid insights and opportunities for growth.